Reliance Consumer Products (RCPL) has joined hands with B2B e-commerce platform Udaan for pan-India distribution of its newly acquired beverage brand Campa across kirana stores. Through this partnership with Udaan, Reliance’s Campa will be available to over 50,000 retailers.
The plan is to expand the reach to over 1 lakh kirana stores in the next two months. Campa will be available across price points and product sizes, including 200-ml, 500-ml, and 2,000-ml packs.
Last month, Reliance announced the launch of the beverage brand Campa in three flavours: Campa Cola, Campa Orange, and Campa Lemon, in the sparkling beverage category. With Campa, Reliance has strengthened its FMCG portfolio. “
Vinay Shrivastava, head of the FMCG business at Udaan, said, “We believe that the large retailer base combined with a cost-effective distribution network places Udaan in a unique position to serve the needs of RCPL for deeper market penetration for the ‘Campa’ range across Bharat”.
Emphasizing Udaan’s role in helping brands scale their businesses across India, Shrivastava said, “Various national and regional brands have benefitted from Udaan’s extensive distribution network, enabling brands faster access to national markets with significant cost benefits.”
Recently, Udaan has been opening micro fulfilment centres and focusing on building its kirana network in rural India. In December last year, Udaan also launched an initiative ‘Project Vistaar’ marking the company’s foray into rural India.