Reliance Consumer Products, the FMCG arm of Reliance, announced the launch of Campa
Reliance acquired Campa from Delhi-based Pure Drinks Group for around ₹22 crore
The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category
Campa Cola was launched in 1977 when Coca-Cola was kicked out of the country by the Morarji Desai government for refusing to part with its secret recipe
With the major economic reforms that the country saw in 1991, Coca Cola made a re-entry and was instrumental in the fall of Campa Cola
With the ‘real thing’ available, demand for Campa, at best an imitation, dwindled
Reliance Industries is now all set to breathe new life into the brand, banking on the nostalgia of the 70s and 80s generation
With “The Great Indian Taste” as the slogan, and a snappy teaser ad, the drink is priced competitively at ₹10 for a 200 ml bottle and ₹20 for a 500 ml bottle