In the midst of the ongoing Asia Cup men’s cricket tournament and the impending Men’s ODI Cricket World Cup, Reliance Consumer Products Limited (RCPL) unveiled a cricket-themed beverage called Campa Cricket, as revealed by the company on Friday.
In an effort to diversify its beverage offerings, the prominent FMCG company intends to introduce its products in numerous states, including Karnataka, Tamil Nadu, Andhra Pradesh, Telangana, Gujarat, Maharashtra, West Bengal, and Uttar Pradesh. Currently, RCPL’s beverage lineup proudly features selections from Campa, Raskik, and Sosyo Hajoori.
“Campa Cricket aims to forge a strong connection between brand Campa and one of India’s biggest passions, the game of cricket. While the drink is infused with electrolytes to replenish vital salts, it also provides fizzy lemony refreshment to cricket fans, whether they are cheering for their favourite cricketers or going about their day-to-day chores,” said a RCPL spokesperson.
Campa Cricket is a lemon-infused carbonated beverage enriched with electrolytes, purportedly designed to replenish and rejuvenate individuals both during and outside of sporting activities.
Crafted exclusively for cricket enthusiasts throughout the nation, this carbonated beverage will be accessible in various packaging options. These include a 250ml container priced at INR 20 and a 500ml container priced at INR 30.
“The introduction of Campa Cricket is a testimony to RCPL’s vision of offering a wide range of high-quality and innovative products to Indian consumers at compelling price points,” the company said in a release.
In April, Reliance Consumer Products Ltd (RCPL), the FMCG division of Reliance Retail Ventures, forged a strategic alliance with Ceylon Beverages, a beverage canning and filling company promoted by former cricketer Muttiah Muralitharan. This partnership was established for the joint production and co-packaging of Campa soft drinks.
Reliance Retail acquired Campa in the middle of the previous year from the Pure Drinks group for an approximate sum of Rs 22 crore. Campa Cola, initially established by the Indian company Pure Drinks in the 1970s, gained significant popularity as an aerated beverage, famously associated with the tagline ‘The Great Indian Taste.’ However, the brand faced challenges with the entry of Coca-Cola and PepsiCo into the Indian market during the nation’s liberalization period, which led to its decline.
RCPL’s Fast-Moving Consumer Goods (FMCG) lineup currently encompasses a variety of offerings, including the everyday essentials brand Independence, chocolates branded as Lotus, western snacks in collaboration with General Mills, confectionery products through Toffeeman, biscuits under the Maliban label, and a range of home and personal care brands like Glimmer and Dozo.