Campa re-launched: Reliance rolls out iconic beverage brand months after acquisition

The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category, the FMCG arm of Reliance said in a release.

Local beverage brand Campa, which has a heritage of over 50 years in the Indian market, was on March 9 re-launched by Reliance Consumer Products Ltd (RCPL), months after it was acquired by the company’s parent entity Reliance Retail Ventures Ltd.

The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the sparkling beverage category, a release issued by the FMCG arm of Reliance said.

The launch comes at the onset of summer season, when the sale of beverages and other refreshments usually escalate.

Campa will bring back “The Great Indian Taste” this summer, RCPL said, adding that the product will be available in five packs: 200ml, 500ml, 600ml, 1,000ml and 2,000ml home packs.

Campa was acquired by Reliance Retail in August last year for Rs 22 crore from Delhi-based Pure Drinks Ltd.

The brand, in the 1970s and 80s, held a major share in the market, but was outcompeted by foreign players Pepsi and Coca-Cola in the 1990s.

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