Reliance Consumer Products Limited (RCPL) launches Campa in the UAE at Gulfood 2025. Strategic partnership with Agthia Group to facilitate distribution and market reach. Product lineup includes Campa Cola, Campa Lemon, Campa Orange, and Cola Zero. Targeting Indian expatriates and local consumers in UAE’s $1 billion soft drinks market. A Strategic Global Expansion Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has taken a significant step by launching Campa in the United Arab Emirates (UAE). The brand made its international debut at Gulfood 2025, one of the largest global food and beverage trade exhibitions held in Dubai. This move aligns with Reliance’s broader strategy of reviving legacy brands and positioning them in key international markets. Partnership with Agthia Group To establish a strong foothold in the UAE, RCPL has partnered with Agthia Group, a leading regional food and beverage company. This collaboration is expected to enhance the brand’s reach by leveraging Agthia’s well-established distribution network across supermarkets, hypermarkets, and convenience stores. • • • • Ketan Mody, COO of RCPL, emphasized the significance of the expansion, stating,
 “Campa holds a strong emotional connection for many consumers. Bringing it to the UAE allows us to tap into a diverse market that values quality and affordability in beverages.” Agthia Group CEO Alan Smith highlighted how Campa’s entry into the UAE market is well-timed, as consumers are increasingly looking for alternative beverage options with a balance of affordability and nostalgia. Product Lineup and Market Positioning The Campa range launched in the UAE includes: Campa Cola – A classic cola with a familiar taste. Campa Lemon – A citrus-infused refreshing alternative. Campa Orange – A tangy and fruity beverage. Cola Zero – A sugar-free option for health-conscious consumers. The original packaging design remains unchanged, ensuring that consumers recognize and connect with the brand’s identity. Competing in the UAE’s Soft Drinks Market The UAE’s soft drinks market is valued at approximately $1 billion, making it a competitive space dominated by global brands such as Coca-Cola and Pepsi. However, Campa’s market entry is backed by: Price competitiveness, appealing to budget-conscious consumers. Strong emotional branding, particularly among the large Indian expatriate population. An extensive retail network, facilitated by Agthia’s presence in the region. Future Outlook The launch of Campa in the UAE marks Reliance’s growing ambitions in the international FMCG sector. If the brand successfully establishes itself in this market, it could pave the way for further expansion into other Middle Eastern and Southeast Asian regions. By blending heritage appeal, affordability, and strategic partnerships, Campa aims to carve out a space in the UAE’s soft drink market and beyond.