India’s soft drink market is heating up, and this time, it’s not fizz or flavour in focus-it’s the price.
Campa Cola, once a retro favourite from the 80s, has been reborn under Reliance and is making waves by doing what few dared: cutting deep into price-sensitive territory. In just a year and a half, it has grabbed a 10% market share, mostly by luring budget-conscious drinkers who feel ₹40 for a cola is just too steep.
But is Campa Cola changing the game-or just playing it differently?
Low Price, High Stakes
Campa’s aggressive pricing ₹10 for 200ml, ₹20 for larger packs isn’t creating new cola fans. Instead, it’s nudging current ones to switch. Reliance isn’t expanding the pie; it’s reshuffling the slices. The battleground? Tier 2 and 3 towns, rural markets, and roadside kiosks where cost often trumps brand prestige.
Coca-Cola is responding, not retreating. In key pockets, it’s rolling out:
- Combo packs (250ml + 150ml) for ₹20
- ₹10 variants of Coke Zero, Sprite Zero, and Thums Up Zero
- ₹10 glass bottles still dominating at local shops
Kirana Dynamics: Margin Over Loyalty
Local retailers are leaning Campa’s way-not out of nostalgia, but for better margins. When higher profits beat brand recall, shelf space becomes transactional.
Taking the Battle Overseas
Campa’s recent UAE launch caters to nostalgic NRIs, but will price be enough in a market driven by premium cues and established players?
The Bigger Bet
Reliance’s reported ₹500-700 crore investment begs the question: Can Campa succeed on affordability alone? Or will it need to evolve beyond pricing?
The telecom analogy is tempting- Jio didn’t just undercut; it unlocked new demand. Can Campa do the same in beverages? That depends on whether it can:
- Convert non-drinkers into regular consumers
- Create emotional relevance that survives beyond discounts
Bottom Line
Campa has brought disruption, no doubt. But is it rewriting the market script or just flipping through Coke’s old pages with a cheaper pen?
What’s your take?
