Reliance Consumer Products (RCPL), the fast-moving consumer goods (FMCG) arm of Reliance Retail, has formed a partnership with Udaan, a B2B e-commerce platform, to distribute its recently acquired beverage brand Campa across kirana stores throughout India.
Reliance’s Campa will initially be accessible to more than 50,000 retailers through the collaboration with Udaan. The objective of the companies is to extend its availability to over 1 lakh kirana stores within the next two months.
Campa will be offered in various product sizes and price points, including packs of 200 ml, 500 ml, and 2,000 ml.
Reliance bolstered its FMCG portfolio by introducing Campa, a sparkling beverage brand, in three distinct flavours: Campa Cola, Campa Orange, and Campa Lemon, last month.
Vinay Shrivastava, Head – FMCG business, Udaan, said, “We believe that the large retailer base combined with a cost-effective distribution network places Udaan in a unique position to serve the needs of RCPL for deeper market penetration for the ‘Campa’ range across Bharat.”
Highlighting Udaan’s role in helping brands scale their businesses across India, Shrivastava said, “Various national and regional brands have benefitted from Udaan’s extensive distribution network, enabling brands faster access to national markets with significant cost benefits.”
Udaan has been focusing on expanding its kirana network in rural India by opening micro fulfilment centers. Last year in December, the company launched “Project Vistaar” as part of its efforts to expand into rural areas.
Udaan has been striving to broaden its scope to cover 10,000 towns and villages, catering to every market with a populace of up to 3,000 under “Project Vistaar.” Currently, the project has been initiated in rural Uttar Pradesh and has been expanded to include over 15,000 retailers across ten districts, according to Udaan.