Reliance Consumer Products (RCPL), a subsidiary of Reliance Retail Ventures (RRVL), has announced the launch of its iconic brand Campa Cola. Campa Cola was an indigenous product that the new generation might not have heard much about. It was the product that dominated India’s soft drink market until the 1990s. Hence the return of Campa Cola has the potential to become a sensation of a generation. While launching Campa Cola in a new form, Reliance aims to turn the emotions of a generation into a marketing strategy.
India’s popular ‘Kamba Orange’ will be available in Cola, Orange and Lemon flavors when it hits the market in a new form. In 2022, Campa Cola was acquired by Reliance Industries for Rs 22 crore. Discussions about Campa Cola came alive as Reliance Consumer Products on Thursday announced the launch of this iconic brand made for new-age India. The launch of Campa Cola is in line with the company’s strategy to promote indigenous brands, Reliance Consumer Products (RCPL) said in a statement on Thursday. How did Campa Cola, which ruled the Indian soft drink market, get forgotten? Let’s move on to the answer to that doubt in everyone’s mind.
History of Campa Cola
Campa Cola was a drink created by the Pure Drinks Group in the 1970s. Pure Drinks Group was a pioneer in the Indian soft drinks industry. They introduced Coca-Cola in India in 1949. Until 1970, Coca-Cola was distributed in India through the Pure Drinks Group. Kampa Cola was launched by Pure Drinks Group and Kampa Beverages Pvt Ltd in the absence of competition from foreign products (cola). The slogan of the brand was ‘The Great Indian Taste’.
In the 1980s, Campa Orange and Rush were the two leading orange soft drinks in India. Campa Cola had large bottling plants in Mumbai (Worli) and Delhi. But the return of foreign soft drink products to the Indian market in the 1990s led to a decline in the popularity of Campa Cola. Then in 2000-2001 Campa Cola’s Delhi bottling plant was shut down. In 2009, there was a small production of kamba cola in Haryana, but it was difficult to find this cola in the market. The takeover of Reliance Industries for Rs 22 crore came at a time when Campa Cola, which once created great movements in the field of soft drinks, was fading into a memory.
Emergency and Coca-Cola exit
The 1970s were dark chapters for India. It was the time when Indira Gandhi declared emergency which destroyed all the federal values of India. With the end of the Emergency in 1977, a new set of politicians entered the ruling centers of India. It was during this time that Coca-Cola, the symbol of American capitalism, was kicked out of India. The birth of Campa Cola was caused by the expulsion of Coca-Cola. With that, Indians got an opportunity to experience ‘The Great Indian Taste’. As India’s national brand, Campa Cola has become a favorite among the youth. Guru Alyque Padamsee prefers to call Campa Cola an imitation brand. Campa took advantage of the vacuum created when Coke had to leave the country in the mid-1970s. Even though it is an imitation brand, youth has taken over Kampa, says Guru Alk Padamsi.
Campa Cola’s journey aimed at the youth
Campa Cola was aimed at the Indian youth. Campa Cola strategically prepared marketing strategies for that. Meanwhile, Campa Cola was trying to dominate the market as a domestic product.
Can you believe that Bollywood superstar Salman Khan was the brand ambassador of Campa Cola? Salman Khan was 16 years old when he acted in an ad for Campa Cola alongside Tiger Shroff’s mother Ayesha. It is clear in each of its advertisements that Campa Cola tried to become the charm of the Indian youth through its numerous advertisements.
The Indian soft drink industry is shaped by the Pure Drinks Group. It was this company that introduced Coca-Cola to India in 1949. Pure Drinks Group was the sole producer and distributor of Coke until the 1970s. Following Coke’s exit from India, Pure Drinks Group launched a product called Campa Cola.
Cola War in India
Campa Cola’s biggest competitor was Thums Up, which hit the market in 1977. But by the 1990s, this situation changed. Cola war started in India. It was a time when Pepsi was trying to enter the Indian market. Former Prime Minister Rajiv Gandhi paved the way for it. There was strong opposition to this. The company made a tempting promise to provide farmers with potatoes and tomatoes for Pepsi’s ketchup and chips. But Prakash Chauhan, the co-owner of Thumbs Up raised his voice against this. But he had to sell Thumbs Up to Coca-Cola. Later it was seen that American companies are dominating the Indian soft drink sector.
With this, Campa Cola slowly started to leave the field. Campa Cola is making a comeback with the takeover of Reliance. Although not owned by the Pure Drinks Group that shaped the Indian soft drink industry, the name Campa Cola is sure to resonate in the market. Campa Cola can survive only if it can overcome many brands like Coca-Cola, Pepsi, Thumbs Up which are active in the market. Even though Campa Cola is a generational sensation, Reliance must be convinced that it is not enough to survive in the market. Discussions are active as to whether the future of Campa Cola will be focused solely on nationalism.
