Hyderabad, Telangana: Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, is setting its sights on broader distribution for the nostalgic beverage brand Campa Cola. The company plans to establish bottling facilities to bolster its existing network. 

Rekindling the Campa Flame 

RCPL acquired Campa Cola in August 2022 and relaunched it in March 2023 across general stores and Reliance Retail outlets. The brand has seen encouraging performance in Tamil Nadu, Andhra Pradesh, and Telangana, with combined sales reaching ₹150-200 crore. Notably, Campa has reached over 125,000 Kirana stores in Tamil Nadu alone, capitalizing on the enduring popularity of the drink. 

Building a Robust Supply Chain 

Currently, RCPL relies on a network of external bottlers, including Kali Aerated Water Works, Asian Beverages (Tamil Nadu), Jalan Food Products (Andhra Pradesh & Rajasthan), Ghodavat Consumer Products (Maharashtra), and local bottlers in Uttar Pradesh, West Bengal, and Telangana. Additionally, RCPL holds a 50% stake in Sosyo Hajoori Beverages, which operates a Campa Cola bottling unit in Gujarat. 

Expanding the Campa Portfolio 

RCPL is not only strengthening distribution but also extending the Campa brand. They launched Campa Cricket, a lemon-flavoured electrolyte drink, in September 2023, followed by the energy drink Campa Runner in March 2024. This strategic expansion necessitates a robust supply chain with localized infrastructure across India. 

Reliance’s investment in bottling facilities signifies its commitment to reviving Campa Cola and potentially capturing a larger share of the Indian beverage market. With a strong distribution network and new product offerings, Campa Cola is poised for a comeback under Reliance’s leadership.