Campa Cola Ruled in north Indian markets in 1970-80’s
Recently, Reliance has acquired home-grown aerated drink CAMPA COLA brand from Delhi-based company PURE DRINKS.
As per the sources, the deal is done for 22 crore, as part of its plan to scale up the FAST MOVABLE CONSUMER GOODS ( FMCG ) business by promoting the brand in its own Reliance’s stores and kiranas, in a nation wide relaunch.
According to the Economic Times report on this news, Reliance with this iconic Campa in the cola with lemon and orange flavours will be competing with the American brands Coca-Cola and PepsiCo by introducing to public via Reliance Retail stores, JioMart and over 15 lakh kiranas across the country.
Campa Cola is a soft drink brand in India. It was a market leader in market in the 1970s and 1980s in most regions of India until the entry of the foreign players Pepsi and Coca-Cola post liberalisation policy of the P. V. Narasimha Rao Government in 1991.
As per the reports, Isha Ambani, daughter of Mukesh Ambani will lead and rebuild this brand.
The Campa Cola gift comes after announcing its Jio 5G launch by Diwali this year.
It is to be noted that the Coca-Cola Company began its sales in India in 1950 and soon became the market leader with its titular soft drink.
However, in the year 1977 the Indian government insisted the company to reveal its secret formula.
Unwilling to share the formula, which they closely guarded the secret to their chest for over 50 years, withdrew their operations from India, supposedly in protest of governance and ruling.
Coca-Cola was replaced then with native Indian brands like Campa and Bovonto.
While Campa Cola became popular in north Indian markets, Bovonto ruled the south and Sosyo had led itself in the western parts of the India.
Sosyo was made by Surat-based Hajoori Beverages, as a Swadeshi product movement of the Indian independence struggle in 1927, as the Indian alternative to the UK-based drink Vimto.
However, it is unfortunate that Coca-Cola’s re-entry in India, along with Pepsico’s Pepsi, backed by heavy funds which is being pumped into the Indian market to gain the strong hold for Coca-Cola and Pepsi, and their acquisitions have been unshaken since which compelled homegrown brands to obscurity.
Coca eliminated the competition by acquiring the three Parle brands. Stone broke Campa could not withstand and gradually lost its glory in the market.
But now, known for wiping out its rivals, Reliance has created a niche for itself. The Indian tycoon has digits in every pie possible from petrochemicals to fashion, textiles to telecommunications.
The initiative is not too late for FMCG sector, and their start is by gaining into the sentiment of the cola brand’s Indianness.
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