Reliance Consumer Products Ltd (RCPL), a subsidiary of Reliance Retail Ventures Ltd (RRVL), has recently announced the relaunch of the iconic Campa brand of beverages. The brand, which has been around for over 50 years, has been contemporized to cater to the modern Indian market. The portfolio of Campa beverages will initially include Campa Cola, Campa Lemon, and Campa Orange, all of which will be part of the sparkling beverage category.
RCPL’s decision to relaunch the Campa brand is part of its strategy to strengthen its FMCG portfolio and expand its presence in the highly competitive Indian market. The acquisition of a 50% stake in Gujarat-based Sosyo Hajoori Beverages (SHBPL), which owns the Campa brand, has provided RCPL with the necessary resources and expertise to revitalize the brand.
RCPL spokesperson, said, “By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment.” “With 50 years of rich heritage, Campa’s contemporary cut-through character is set to offer Indian consumers a “The Great Indian Taste” this summer.”
The rollout of the Campa portfolio across India will begin in Andhra Pradesh and Telangana. This will be followed by an expansion across the country, as RCPL looks to establish the brand as a major player in the beverage industry. With the relaunch of the Campa brand, RCPL aims to tap into the growing demand for high-quality, locally produced FMCG products in India.
The relaunch of the Campa brand by RCPL represents a significant move in the FMCG space in India. With its extensive distribution network and marketing expertise, RCPL is well positioned to successfully revive the iconic Campa brand and make it a household name once again.
