Reliance’s Re-Launch of Campa: An Insight into the Beverage Industry’s Market Strategy
Reliance Industries Limited, one of India’s largest conglomerates, has recently relaunched the local beverage brand, Campa Cola, under its subsidiary, Reliance Consumer Products. The iconic brand, which has a long-standing history in the Indian market, faced a significant setback in 2000, following the ban on its original formulation. With this relaunch, Reliance aims to revive the brand’s legacy while leveraging its existing market presence.
Reliance‘s foray into the Indian beverage industry is not a new development. In 2019, the company acquired the British-based toy retailer, Hamleys, and subsequently launched its own packaged drinking water brand, ‘Jio Water.’ The recent relaunch of Campa, therefore, adds to its growing portfolio of consumer products. The beverage industry in India has witnessed significant growth over the past decade. According to a report by IMARC Group, the industry is projected to reach a value of INR 1.7 trillion by 2025, registering a CAGR of 6.2% during 2020-2025. The growth can be attributed to various factors, including increasing disposable income, a rise in urbanization, and changing consumer preferences.
The relaunch of Campa, therefore, seems to be a strategic move by Reliance to tap into this growing market and strengthen its position in the FMCG sector. Campa, which was first launched in 1977, had gained a loyal customer base in the Indian market, owing to its unique taste and branding. However, following the ban on its original formulation in 2000, the brand faced significant challenges in regaining its market share. With this relaunch, Reliance aims to revive the brand’s legacy while introducing new product formulations to cater to changing consumer preferences. The relaunch of Campa has also garnered attention for its packaging and branding strategy.
The company has introduced new and vibrant packaging designs, aimed at appealing to the younger generation. The branding has also been revamped, with the introduction of a new logo and tagline, ‘Freshness ki Googly.’ The marketing campaign for the relaunch has focused on leveraging social media and digital platforms, in line with the changing marketing trends.
The relaunch of Campa, however, does not come without its share of challenges. The Indian beverage market is highly competitive, with several established players vying for market share.
The market is dominated by multinational players such as Coca-Cola and PepsiCo, who have a significant presence in the country. Reliance will, therefore, need to focus on its pricing, distribution, and promotional strategies to establish itself in the market.