, India
Source: Pexels

Reliance Retail may bring India’s first major carbonates private label

This followed its acquisition of Campa Cola.

Reliance Retail could be bringing India its first major carbonates private label after it acquired Campa Cola, analysts said. 

Through Reliance Retail Ventures, Reliance Retail acquired Capa Cola from Pure Drinks Group for around $2.8m. 

“While Campa Cola can evoke nostalgia among Gen X and Gen Y (Millennials) and generate hype during the product launch, it is a novelty for Gen Z consumers,” Bobby Verghese, Consumer Analyst at GlobalData, said.

“However, nostalgia alone will not be enough for Campa Cola to take on the immense brand recognition, ubiquitous distribution network, and pricing power of global carbonate giants in the long-term. Coca-Cola and PepsiCo together accounted for 85.3% of the total values sales in 2021, thereby leaving no room for private labels.”

Read more: Reliance Retail profit climbs over 100% in Q1

Parthasaradhi Reddy Bokkala, Consumer Analyst at GlobalData, also said that the acquisition allows Reliance Retail to open a new chapter in the Indian cola wars. 

In this light, Bokkala said Reliance Retail’s strategy should focus on competing with brands such as Coca-Cola and PepsiCo.

“Given its network of 2,700 outlets of Reliance Fresh supermarkets and Reliance Smart grocery stores, and its JioMart online store, Reliance Retail has the retail muscle to rapidly elevate Campa Cola into a national private label,” Verghese added. 

“The company also has the deep pockets to go toe-to-toe with the MNCs in marketing and branding activities.”

 

Follow the link for more news on

Join Retail Asia community
Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you dight and create an advertising campaign, in print and digital, on this website and in print magazine.

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Top News

India’s e-commerce market to reach $147.3b in 2024
It will be driven by the expanding internet penetration and better digital payment infrastructure.
E-commerce
Food colors market to reach $5.42b by 2031
Still, the market growth is constrained by strict regulations.

Exclusives

Brands told to come clean about beauty care
Consumers are more discerning and can easily spot fake ingredient claims.
Swarovski cracks TikTok to scale luxury amongst Gen Zs
The Austrian glassmaker is working with influencers to connect with the Singaporean market.
Starbucks Korea opens high-tech store in Seoul
Its first reserve-only branch features AR art installations and a Mixology Bar.
Decathlon gets closer to hybrid Singaporean shoppers through pick-up service
The world’s largest sporting goods retailer lets clients pick up online orders on the go.Decathlon is building on the success of its pick-up service in Singapore as it progresses toward its target of having 37 locations in the city-state in the next two years, its top official said.