Mukesh Ambani has pulled off yet another business masterstroke—this time, in the soft drink space. The iconic Indian beverage Campa Cola, once a household name in the 70s and 80s, has made a stunning comeback under Reliance Consumer Products Limited (RCPL). Since its relaunch in March 2023, the brand has raked in over ₹1,000 crore in revenue, within just 18 months.
The key to Campa Cola’s rapid rise? A clever combination of aggressive pricing, extensive distribution, and consumer-centric marketing. The 200 ml bottle was launched at a jaw-dropping price of ₹10, nearly half the cost of its global competitors like Coca-Cola and Pepsi. This strategic pricing is reminiscent of the disruptive tactics used by Jio during its entry into India’s telecom market.
Thanks to this approach, Campa Cola has already carved out over 10% market share in several Indian states. The brand’s resurgence has prompted industry giants to slash prices and rethink packaging in an attempt to maintain their foothold.
To further fuel its momentum, RCPL plans to invest an additional ₹500–700 crore to ramp up production capabilities. With visibility surging through IPL ad campaigns, Campa Cola is no longer just a nostalgic name—it’s a fierce new challenger in the Indian beverage market.
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