In a statement released by RCPL, the iconic Campa Cola brand is going to be relaunched by Reliance to initially include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category.
Childhood days were one of the most special and blissful ones. We often recall those carefree days and all the different sorts of candies, drinks, and snacks we used to enjoy. A mere mention of these foods can send us instantly travelling back to memory lane. Campa Cola, for instance, was a popular cola drink in the ’70s and ’80s. The soft drink brand was the beverage of choice for countless Indians till it got replaced by other foreign ones such as Pepsi and Coca-Cola. And now, Campa Cola is all set to return to supermarket shelves, as it is going to be relaunched by Mukesh Ambani’s Reliance.
Reliance Consumer Products Ltd (RCPL), the fast-moving consumer goods arm of Reliance Retail, acquired a 50 percent stake in Gujarat-based carbonated soft drinks and juice maker Sosyo Hajoori Beverages Pvt Ltd in the month of January this year. Meanwhile, in September last year, they acquired the Campa drinks brand for Rs. 22 crores reportedly from Pure Drinks Group. Pure Drinks was originally the sole distributor of Coca-Cola from 1949 to 1970. They then launched their own brand Campa Cola and soon became the market leader in the segment. With two bottling plants in Mumbai and Delhi, Campa Cola became highly successful and even launched the Campa Orange brand. However, in the ’90s the brand fizzled out and lost out to the stiff foreign competition.
RCPL released a statement on March 9 and said that the company is “bringing back ‘The Great Indian Taste’ with Campa”. “The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category,” the company said. The launch of Campa portfolio, they said, “is in line with the company’s strategy to promote homegrown Indian brands that not only have a rich heritage but also boast a deep-rooted connect with Indian consumers due to their unique tastes and flavours.”
After the Ambani family said that they were at continued risk of being targeted to destabilize the country financially and that such risks exist not only throughout India but also when they travel abroad, the Supreme Court ordered the family to be given Z-plus security worldwide.
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