Reliance announces delivery partnership with Udaan for Campa Cola

Reliance Consumer Products on Thursday developed a pan-India distribution collaboration with EB2B Retail and Kirana Platform Udaan for its Campa line of soft drinks.

Campa, which competes with Coca-Cola and PepsiCo will be accessible to more than 50,000 merchants. The business said in a statement that the distribution coverage will progressively extend to more than one lakh Retailers or Kirana Shops in the following two months.

The announcement claimed that the three Campa flavors on the Udaan Platform will be offered at various pricing points, including 200 ml, 500 ml, and 2,000 ml family packs for consumption at home. According to the retailer, "Udaan will work on various retailer promotions to drive expansion and increase the buyer base on the platform to create awareness about the availability of the Campa range."

In order to increase the availability of FMCG and food goods, Udaan recently unveiled a rural scheme named Project Vistaar. "Udaan is providing service to all rural markets up to 3,000 people as part of the leadership. The firm stated that it considered Project Vistaar as a strategic move towards closing the gap between urban and rural markets, adding that it intended to expand its coverage to over 10,000 towns and villages in the upcoming 10 to 12 months.

According to Vinay Shrivastava head of the FMCG Business at Udaan, the agreement would allow the Campa collection to penetrate more markets.

For an estimated Rs 22 crore the Mukesh Ambani-led Reliance purchased Campa from the Pure Drinks Company last year. In January of this year, it also purchased a 50% ownership in Sosyo Hajoori Beverages a company with its headquarters in Gujarat, and its main beverage brand Sosyo. In addition to Sosyo, Hajoori also sells the following brands: Kashmira, Lemee, Ginlim, Runner and Opener. In Gujarat, Sosyo is the leading player.