If you were a kid in the 80s or 90s, you will definitely remember Campa Cola! India’s very own soft drink brand, Campa Cola dominated the market for 15 years until the arrival of foreign companies (PepsiCo and Coca-Cola) in the late 90’s. This homegrown plant comes in a pet bottle (both glass and plastic) with the words ‘Campa’ written on it. Also available in three flavors – cola, lemon and orange. Then the brand came up with a version of jeera soda for the taste of lovers. However, over the years, Campa has stepped back as people become more enamored with other commercially available soft drinks. And as a result, the sale of Campa is limited to a few specific regions. But as PTI reports, Reliance recently acquired the Campa soft drink brand from Delhi-based Pure Drinks Group.
The deal is estimated at Rs 22 crore and Reliance Retail Ventures will introduce it to the general commerce and local markets around Diwali, the sources said, the report read.
The reports add that Reliance Retail Ventures (the retail arm of the Reliance group) has launched three drinks (cola, orange and lemon) at select stores.
This acquisition is part of Reliance’s plan to enter the FMGC sector. Earlier, Isha Ambani, Director of Reliance Retail Ventures, stated at the company’s annual general meeting that: “The objective of this business is to develop and deliver high-quality, affordable products. affordable, meeting the daily needs of every Indian”.