Comeback of Campa Cola: Ambani to take on Coke in India

Brand India has a new a fizz to it Reliance Industries has acquired the once market leader Campa Cola and is set to launch the brand in October, near Diwali as per reports.

Isha Ambani announced the conglomerate's entry into the FMCG space and the firm reportedly has acquired the home-grown soft drink brand Campa from Delhi-based Pure Drinks Group. The deal is estimated to be around ₹22 crore and Reliance Retail Ventures would introduce it to the general trade and local markets around Diwali. Reliance Retail Ventures, the retail arm of billionaire Mukesh Ambani's Reliance group, has already introduced its three variants including its iconic cola flavour, orange and lemon at its selected stores.

Campa, in the 1990s, along with soft drink brands developed by Parle namely, Thums Up, Gold Spot and Limca all of these three were acquired by Coca-Cola on its re-entry. Due to the financial muscle of Coca-Cola, Campa could not compete and fell out of the market.

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