Reliance brings back the iconic Campa beverage brand

• Reliance Consumer Products, the FMCG arm of Reliance Retail announced the relaunch of the Campa brand of beverages.
  
• Reliance is kicking off with three variants, namely Campa Cola, Campa Orange and Campa Lemon.
  
• Reliance Retail had acquired Campa from Pure Drinks in August last year for ₹22 crore.
  

Reliance Consumer Products, the fast moving consumer goods (FMCG) arm of Reliance Retail Ventures announced the relaunch of the iconic beverage brand Campa which it had acquired in August 2022.

For starters, Reliance is kicking off with three variants, namely Campa Cola, Campa Orange and Campa Lemon. The cola and orange variants are already available for purchase at Reliance’s Smart outlets.

“While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste,” said a Reliance Consumer Products spokesperson.

The Campa brand was founded in 1977 by Pure Drinks, after Coca Cola left India. Pure Drinks was also the sole manufacturer and distributor of Coca Cola from 1949 to 1977.

Reliance will offer the three Campa beverages in 200 ml to 2 litre capacities. “With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business,” the RCPL spokesperson added.

Campa a part of Reliance’s $6.5 billion consumer play

Reliance Retail acquired the Campa brand for ₹22 crore, as a part of its strategy of acquiring and building a portfolio of private labels, and also picking up once popular regional and national brands.

According to a Reuters report, Reliance plans to acquire dozens of brands as part of a $6.5 billion play in the consumer segment.

Earlier in January this year, Reliance Retail announced the acquisition of a 50% stake in Sosyo Hajoori, a 100-year-old beverage company based out of Gujarat.

Reliance has also acquired or picked up stakes in several companies big and small, like Metro India, Lotus Chocolate, Hamleys, and Netmeds. Last December, the company launched a new FMCG brand named Independence, under which it will sell products ranging from processed foods, staple to daily essentials.

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