Reliance Industries is set to take its Campa Cola brand to the Middle East, marking its first international foray. The rollout begins in Bahrain, with plans to extend to Oman, Saudi Arabia, and other Gulf countries in the coming phases. This move comes as Coca-Cola and PepsiCo face challenges in the region, reportedly impacted by consumer boycotts of American products linked to geopolitical tensions.
Campa Cola, a disruptor in India’s carbonated beverage market, has gained traction with its competitive pricing and higher trade margins. Reliance plans to replicate this strategy in the Middle East while exploring local bottling partnerships in markets like Saudi Arabia and the UAE. For now, Campa Cola will be imported from India.
The expansion aligns with Reliance’s broader vision of taking Campa Cola global, as outlined during its 2023 shareholder meeting. The company aims to tap into Asia and Africa, with a Middle East bottling base potentially serving as a gateway to the African market due to geographical proximity.
The Gulf region offers a strategic opportunity as Coca-Cola and PepsiCo reportedly face declining sales amid shifting consumer preferences. Local and non-American brands have gained ground, creating a favorable landscape for Campa Cola’s entry.
Campa Cola’s aggressive ₹10 pricing, higher trade commissions, and PET-only bottle strategy have already disrupted India’s beverage sector, affecting major players like Dabur, Tata Consumer Products, and Varun Beverages. Analysts believe similar tactics could yield success in international markets.
Reliance’s expansion highlights its ambition to position Campa Cola as a global competitor, leveraging current market dynamics to strengthen its presence in the global beverage industry.