In the world of cold drinks (Cold Drink market in India), Reliance Cold drinks has made a bang entry from India. Reliance has played a bet with a 50 year old brand. The biggest advantage of betting with such an old brand is that the company will not have to worry much about branding. The only thing is that how the company removes the first mistakes when this company had a monopoly rule. Reliance Consumer Products Limited (RCPL), the FMCG arm and a wholly owned subsidiary of Reliance Retail Ventures Limited (RRVL), announced the launch of the iconic beverage brand, Campa (Relaunch of Campa Cola in India). The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverages category.
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The company says that the launch of this brand is part of the company’s strategy to promote domestic Indian brands. The company claims that these brands not only have a rich heritage, but have also created a deep connect with Indian consumers due to their unique taste.
An RCPL spokesperson said, “By introducing Campa in its new avatar, we hope to endear the iconic brand to the masses and create a new wave of excitement in the beverage segment. The brand and fresh taste will appeal to young consumers. With more consumption opportunities coming up in the fast growing Indian market, we are really excited to bring back Campa, a step towards expansion of our FMCG business.
With a rich legacy of 50 years, Campa is all set to present “The Great Indian Taste” to Indian consumers this summer. Five thirst quenching packs will be offered under the Campa range. A 200ml immediate consumption pack, 500ml and 600ml on-the-go sharing packs and 1,000ml and 2,000ml home packs will be available.
The company says that RCPL has rolled-out its cold beverages portfolio across India starting with Andhra Pradesh and Telangana, to offer Indian consumers value and choice through high quality products at affordable price points. Connected with the overall approach of.
With this launch, RCPL further strengthens its versatile FMCG portfolio. This includes the heritage brand of Sosyo Hajuri, the confectionery range of Lotus Chocolates, Sri Lanka’s leading biscuit brand Maliban as well as daily essentials under its own brands including Independence and Good Life.
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