Indian industrial giant Reliance is reviving a historic local cola brand with plans to use its vast retail network, slash prices and tap nationalist sentiment to challenge U.S. beverage giants PepsiCo and Coca-Cola in a key market.
this month launched revamped Campa drinks, sugary sodas popular in India in the 1970s and 1980s before disappearing from shelves as the U.S. giants expanded rapidly in a liberalising economy.
"Coca-Cola and Pepsi are unused to a nationwide challenge, and Reliance has the financial muscle and reach to challenge them with a local brand with high nostalgic value," said Amulya Pandit, a consultant at Euromonitor International. "The price will be disruptive across," said the person, who added Reliance is planning an advertising spree during the upcoming popular IPL cricket tournament and is in talks with at least three teams to make Campa their refreshment partner.
Reliance, India's top retailer, will supply Campa to its 2,500 grocery outlets and thousands of smaller non-network stores as part of its new consumer goods push from which it has set an internal target ofThe company also has a grocery shopping app and a wholesale vertical under which it supplies consumer goods to 500,000 mom-and-pop stores, which it will also tap for Campa sales.Reliance's cola and consumer goods foray is being driven by T.
At one Chennai outlet, a Reliance store manager said this year they were placing Campa at the entrance for promoting it, with rivals tucked behind it and not visible at first glance. Another city store employee said 30 Campa bottles were being sold for every 100 of Pepsi and Coca-Cola.
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