Target Overview

Campa Cola, a nostalgic soft drink brand from the 1970s and 1980s, is making a comeback this summer. The brand was acquired by Reliance Consumer Products (RCP) from Pure Drinks for approximately Rs 22 crore in August 2022. The relaunch will feature three variants: Campa Cola, Campa Lemon, and Campa Orange, which will initially be available in Andhra Pradesh and Telangana before expanding nationwide. This initiative aligns with RCP’s broader strategy to acquire and promote Indian brands that resonate deeply with local consumers.

Originally launched by the Pure Drinks Group, which was the first licensed manufacturer of Coca-Cola in India, Campa Cola filled the gap left by Coca-Cola's exit from the Indian market in the 1970s. Campa quickly gained popularity due to its distinct flavor and extensive bottling infrastructure, at one point dominating the Indian soft drink market before declining in the mid-1990s with the re-entry of Coca-Cola and the emergence of other competitors.

Industry Overview in India

The Indian non-alcoholic beverage market is valued at approximately Rs 450 billion, with major players including Coca-Cola, PepsiCo, Parle, Dabur, and ITC, alongside numerous regional brands. The sector is experiencing shifts as consumer preferences increasingly lean toward