Reliance Consumer relaunches Campa in bid to rival Coca-Cola, PepsiCo

Coca-Cola and PepsiCo currently dominate the Indian carbonates market. 

Reliance Consumer relaunched carbonate brand Campa in India in its bid to rival major market players Coca-Cola and PepsiCo, GlobalData said.

India’s carbonate market, valued at US$18b, is currently dominated by Coca-Cola and PepsiCo. Reliance Consumer sought to take on the two companies with competitive pricing. 

“For instance, the introductory price for a 200ml SKU of Campa Cola is INR10 ($0.12) compared to INR20 ($0.24) for a 250ml SKU of Coca-Cola. Penetration pricing can boost Campa’s traction among the price-sensitive Indian masses, especially in the rural markets,” Bobby Verghese, Consumer Analyst at GlobalData said. 

“The aggressive pricing will magnify the impact of the relaunch amid the cost-of-living crisis, as 68% of Indian consumers are extremely concerned about the impact of inflation on their household budget.”  

Read more: Coca-Cola, PepsiCo level India’s energy drink playing field: report

The Reliance Group sold large SKUs of Campa through its Reliance Retail outlets after it acquired the Campa brand in August 2022. 

Reliance Consumer has now relaunched the product in five pack sizes: 200ml, 500ml, 600ml, 1 liter, and 2 liters. Campa was launched in three flavors: Cola, Lemon, and Orange.