Mukesh Ambani Campaign Plan: Reliance Industries Chairman and Asia's richest man Mukesh Ambani has made a big bet in the carbonated soft drink market. To make the 50-year-old Desi Campa Cola a big player in the market, Mukesh Ambani has once again played the Jio bet. His decision has created a stir in this sector.
Big businessman Mukesh Ambani's way of working is different from others. Price war starts in the business he enters. Even at the time of Jio's launch, we saw that other companies had to cut the price of their products because of Reliance. Campa Cola is also pointing towards this now. Let's know what is the whole matter…
Actually, the cola war that started in America in the 70s-80s is now happening in India as well. This time not only the field is different but the players of the opposing teams are also different. Mukesh Ambani's Reliance is competing with Coca-Cola and PepsiCo with its new carbonated soft drink brand Campa. Even before the start of the festive season, Reliance has launched Campa Cola in the price war.
According to a report in the Economic Times, before the start of the festive season, Reliance Consumer Products has launched its Campa range of carbonated drinks in several new markets. Not only this, to compete with Pepsi and Coca-Cola, Mukesh Ambani has halved the rates of his carbonated soft drink brand compared to his competitors.
This has not only prompted Coca-Cola and PepsiCo to accelerate consumer promotions at grocery stores and quick commerce platforms, but has also increased their tension. Apart from this, RCPL is now expanding the Campa brand in various markets including southern states, West Bengal.
Coca Cola has the largest share in this market. Pepsi is at the second position. The entry of Campa Cola in this market has increased the tension of these companies. In this carbonated soft drink market worth Rs. 50 thousand crores, big companies like Pepsi and Coca Cola will now face a challenge from Campa Cola.
When Reliance launched Jio in 2016, the condition of the big players of the telecom sector had worsened. Some had to even shut down their business. Some companies had to save themselves by resorting to mergers. After the arrival of Jio, the tension of Airtel, Vodafone, Idea, Uninor, BSNL had increased. These companies had to cut the prices of their recharge plans. They had to bring attractive offers. These companies were badly left behind due to Jio's offers like free data, free calling. Jio left no stone unturned to attract customers.
This was the reason that Jio became the king of the telecom sector in just five to six years. Something similar can be seen in the cold drink market as well. With discounts, offers, and low prices, Mukesh Ambani's Campa Cola can compete with big companies like Coke and Pepsi. At the same time, Campa Cola has an emotional point of being Made in India, which will help it compete with foreign companies like Coke and Pepsi.
Ambani knows that India is a huge market and that is why his main strategy is low prices to expand fast and into new areas. He has adopted the same strategy in his FMCG business and has offered less to compete with big companies like Hindustan Unilever.
