Reliance Retail to take Campa brand global
Reliance Retail will take its Campa brand global, starting with Asia and Africa, Isha Ambani said at the Reliance Industries annual general meeting (AGM) on Monday.
Campa, which competes with global cola makers Coca-Cola and PepsiCo in India, will be the first homegrown cola to be taken overseas.
“We are scaling it (Campa) up further in India, and have also started work to take it global, starting with Asia and Africa,” Ambani, director at Reliance Retail Ventures, said in her address at the AGM.
In April, Reliance Consumer Products Ltd (RCPL), the fast-moving consumer goods (FMCG) arm of Reliance Retail Ventures, had inked a strategic partnership with beverage can and filling company Ceylon Beverages, promoted by former cricketer Muttiah Muralitharan, to co-pack and manufacture Campa soft drinks, and this partnership is expected to be leveraged for Campa’s foray in markets outside India as well, executives aware of the plans said. Ceylon Beverages has partnerships with international, national and regional companies, including those making mineral water, energy drinks, soft drinks and juices.
Reliance Retail had acquired Campa mid last year from Pure Drinks group for an estimated Rs 22 crore.
A legacy brand started by the Indian company Pure Drinks in the 1970s, Campa Cola became a popular aerated drink with its tagline ‘The Great Indian Taste’. The brand lost out after Coca-Cola and PepsiCo entered India, riding on the country’s liberalisation programme.
“Campa is also exploring exclusive partnerships and alliances with other retail channels, besides setting up its own manufacturing plants which may also service markets outside of India,” said one of the executives, who did not wish to be identified.
Reliance, which
