Reliance’s Campa Cola Challenges Coke, Pepsi with Rs 10 Price Edge

Reliance Industries Limited (RIL), led by Mukesh Ambani, has officially relaunched Campa Cola in the Indian market through its fast-moving consumer goods (FMCG) arm, Reliance Consumer Products Ltd (RCPL). The nostalgic soft drink brand, originally launched in 1977, had disappeared from the market in the early 1990s. Acquired in 2022 for Rs 220 million ($2.6 million), Campa Cola is now poised to challenge global giants Coca-Cola and Pepsi in India.

Ultra-Low Pricing Gives Campa Cola a Competitive Edge

Reliance has strategically priced Campa Cola to appeal to India’s vast price-sensitive consumer base. A 200ml bottle is priced at just Rs 10, significantly undercutting Coca-Cola and Pepsi, whose 600ml bottles are typically priced at Rs 40. The 500ml variant of Campa Cola is available for Rs 20, still much cheaper than comparable products.

These prices are drawing attention in both rural and urban markets, helping Reliance position Campa Cola as the most affordable mainstream beverage option in India.

Campa Cola Grows Market Share in Key Indian Regions

Since its re-entry into the market, Campa Cola has rapidly gained market share, especially in Northern and Eastern India. Although Reliance has not disclosed exact figures, it confirmed that the brand achieved double-digit market share in several high-consumption zones in the financial year ending March 2025.

Projections released by Reliance in January 2025 suggested that Campa Cola’s annual revenue would grow 150% to Rs 10 billion. In contrast, Coca-Cola’s India operations reported a revenue of Rs 47 billion for FY 2023-24, underscoring Campa Cola's potential to close the gap over time.

A Strategic Mix of Nostalgia and Innovation

Campa Cola is banking not only on price but also on nostalgia. The brand, once a household name in the 1980s, has been reintroduced in multiple flavors like lemon and orange, reminiscent of its earlier versions. Meanwhile, it adopts a more modern, sleek branding strategy that appeals to both older consumers familiar with the brand and younger audiences looking for alternatives.

Market Disruption Forces Competitors to React

The aggressive pricing by Reliance has forced both global and Indian competitors to adjust. Coca-Cola, for instance, has introduced no-sugar variants and dropped the price of its classic beverage to Rs 15 in select markets. These moves are seen as a direct response to Campa Cola's resurgence.

Similarly, Tata Consumer Products, which markets beverages like Tata Gluco Plus, has been compelled to revise its pricing strategy. Initially priced 30% higher than local brands, Tata’s offerings are now being repositioned to better compete with Reliance’s pricing dynamics.

Boost in Production Capacity and Distribution

To meet rising demand, Reliance inaugurated a new bottling facility in Assam in February 2025. This move not only strengthens its production capabilities but also helps optimize distribution in Eastern India—one of the country’s fastest-growing beverage markets.

Despite the progress, challenges remain. India's per capita GDP stood at just $2,481 in 2023, according to the World Bank, which means even a Rs 10 drink may not be viable for daily consumption for a large segment of the population.

The Comeback Story of Campa Cola

Campa Cola was originally launched by New Delhi-based Pure Drinks Group in 1977. It flourished until the 1990s, when Pepsi and Coca-Cola re-entered India’s liberalized economy and quickly overtook local competitors. The brand virtually disappeared for decades before Reliance acquired and revived it.

Its comeback is now not just a nostalgic revival but a full-fledged disruption of India’s carbonated beverage sector. Reliance's ability to leverage scale, pricing, and distribution could make Campa Cola a long-term player in the industry.

Conclusion

With strategic pricing, regional expansion, and smart positioning, Reliance’s Campa Cola is rapidly reshaping the Indian soft drink landscape. Its growth is pushing legacy players to adapt, making it one of the most interesting developments in the FMCG space in 2025.