Reliance relaunches iconic Campa Cola to compete with Pepsi & Coke

Reliance Consumer Products, which had purchased a stake in the company behind Sosyo, a famous Indian soft drink brand, has recently relaunched the Campa Cola brand with two new flavors.

Campa Cola, which was established by Pure Drinks Group in the 1970s, lost its popularity in the Indian market after Coca Cola and Pepsi took over in the 1990s and its factories were shut down between 2001 and 2009.  However, Reliance hopes to rekindle the public's fondness for the brand with the launch of the new orange and lemon variations in addition to the classic cola flavor.

By acquiring Campa Cola for Rs 22 crore, Reliance has also entered the local beverage market with a native brand.

The new product will also be available on Jio Mart, which competes with e-commerce giants like Flipkart and Amazon. Despite Coca Cola and Pepsi's dominance over 90% of the Indian soft drink market, Campa Cola has remained a popular local drink with a memorable taste and famous commercials, including the debut of actor Salman Khan in 1983.

Campa Cola was introduced by its founder, Charanjit Singh, to save 2,800 workers from unemployment after Coca Cola was banned in India during the emergency.