Campa Cola, the iconic soft drink that quenched India’s thirst in the 1970s and 1980s, has made a spectacular comeback under the stewardship of Reliance Industries. This revival not only rekindles nostalgia but also positions Campa Cola as a formidable contender in the competitive Indian beverage market.
A Storied Legacy Reimagined
Originally launched in the 1970s by the Pure Drinks Group, Campa Cola became synonymous with refreshment.However, with the re-entry of global giants like PepsiCo and Coca-Cola in the early 1990s, Campa’s prominence waned, leading to its eventual disappearance from the market. In August 2022, Reliance Consumer Products Ltd (RCPL), a subsidiary of Reliance Retail Ventures Ltd, acquired the Campa brand for approximately ₹22 crore, setting the stage for its revival.
Strategic Relaunch and Market Penetration
In March 2023, RCPL reintroduced Campa Cola with a modern twist, offering three initial flavors: Campa Cola, Campa Lemon, and Campa Orange. The launch commenced in Andhra Pradesh and Telangana, with plans for nationwide distribution. The beverages were made available in various pack sizes, catering to diverse consumer preferences.
Aggressive Marketing and Sponsorships
Demonstrating a robust marketing strategy, Campa Cola secured the co-presenting rights for the Indian Premier League (IPL) 2025 season in a ₹200 crore deal. This move not only amplifies the brand’s visibility but also aligns it with one of India’s most-watched sporting events.
Expansion into International Markets
In February 2025, Campa Cola expanded its footprint beyond India by launching in the United Arab Emirates (UAE) in collaboration with the Agthia Group. This international foray aims to resonate with the Indian expatriate community and tap into the lucrative soft drinks market in the region.
Setting New Records
The strategic initiatives have borne fruit, with Campa Cola achieving remarkable sales milestones. While exact figures are undisclosed, industry reports highlight a significant surge in consumer demand, positioning Campa Cola as a strong competitor against established global brands.
Looking Ahead
Campa Cola’s resurgence exemplifies the successful blending of heritage and modernity. Reliance’s strategic marketing, expansive distribution, and innovative product offerings have reinvigorated the brand, setting new benchmarks in India’s beverage industry. As Campa Cola continues to innovate and expand, it is poised to play a pivotal role in shaping the future of India’s soft drink market.
