In a significant development for India’s beverage industry, Mukesh Ambani-led Reliance Industries Limited (RIL) is set to invest Rs 1000 crore in a new manufacturing and bottling plant for Campa Cola in Begusarai, Bihar. This bold move marks the brand’s expansion in eastern India and represents a major boost to the region’s industrial growth.
A Strategic Expansion
The plant will be spread across 35 acres and is expected to create substantial employment opportunities in the area. The proposal has already received clearance from the Project Clearance Committee of the Bihar Industrial Area Development Authority. This marks Campa Cola’s first such unit in the state, aligning with the government’s push for industrial decentralization and regional development.
Disrupting the Market
After relaunching Campa Cola in 2023, Mukesh Ambani swiftly captured market attention by implementing a price war strategy reminiscent of the Reliance Jio telecom disruption. Offering affordable beverage options, Campa Cola quickly carved out a niche in the competitive Indian soft drink market, pressuring global giants like Coca-Cola and PepsiCo to respond.
Industry Response
In response, Coca-Cola and PepsiCo have introduced Rs 10 sugar-free variants of their popular beverages such as Thums Up X Force, Coke Zero, Sprite Zero, and Pepsi No-Sugar. This competitive shift has further energized the market, benefitting consumers with more choices and better pricing.
Looking Ahead
Campa Cola also plans to launch its own Rs 10, 200ml packs across offline and quick commerce platforms nationwide. With this investment, RIL aims not just to dominate the beverage market, but also to stimulate local economies, attract ancillary industries, and showcase the potential of strategic investment in tier-2 and tier-3 cities.
This initiative underscores Mukesh Ambani’s continued focus on diversification, innovation, and inclusive growth, as Reliance continues to make bold moves across sectors.
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