Reliance Consumer Products has reintroduced the iconic Campa Cola, aiming to disrupt the decades-long dominance of Coca-Cola and PepsiCo in India’s soft drink market. Known for its nostalgic appeal from the 1980s, Campa Cola now comes with new packaging and an aggressive pricing strategy to attract younger consumers unfamiliar with its legacy.
Marketing heavyweight Prasoon Joshi, who famously created Coca-Cola’s iconic “Thanda Matlab Coca-Cola” campaign, is now behind Campa’s resurgence. The brand’s new tagline, “Naye India ka Apna Thanda,” is already making waves, especially after its high-profile launch during the IPL season.
Reliance has strategically priced Campa Cola at Rs. 10 for a 250-ml bottle, significantly undercutting Coca-Cola and Pepsi’s Rs. 20 offerings. The competitive pricing, coupled with Reliance’s vast distribution network through Reliance Retail’s 18,918 stores and e-commerce platform JioMart, is set to make Campa a formidable challenger.
However, industry experts warn that the battle won’t be easy. Coca-Cola and PepsiCo are giants with established distribution, brand loyalty, and deep marketing pockets. Despite the challenges, Reliance’s deep resources and leadership, including T. Krishnakumar, the former Coca-Cola India chairman, signal that the competition is just beginning.
The stage is set for a new cola war in India, with Reliance banking on price disruption, nostalgia, and its extensive retail network to win over consumers. How Coca-Cola and PepsiCo respond to this challenge could reshape India’s soft drink landscape.