Mukesh Ambani Campa: Reliance Industries Chairman and Asia's richest man Mukesh Ambani has made a new record by making 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 once again played the Jio bet, which seems to be proving successful. His decision has created a stir in this sector, because by relaunching Campa Cola, his RCPL has achieved a revenue of more than ₹ 1,000 crore in just 18 months, giving a tough challenge to established companies like Coca-Cola and Pepsi.
Actually, the way of working of big businessman Mukesh Ambani is different from others. Whatever business he enters, a price war starts there and he emerges as the king. The same thing happened at the time of Jio's launch. Because of Reliance Jio, other companies had to cut the price of their products and now the same is happening with Campa in the beverage market.
The Campa Cola brand, popular in the 1970s and 1980s, was acquired by Reliance Retail in 2022 and re-launched in March 2023. The company priced a 200 ml PET bottle at just ₹10, almost half the price of competing brands. This pricing strategy became an instant hit among price-sensitive Indian consumers.
Reliance expanded the reach of Campa Cola across the country using its extensive retail network, such as Reliance Fresh, Smart Stores, and JioMart. Additionally, retailers were offered a margin of 6-8%, which was higher than other global brands. This led to retailers prominently displaying Campa Cola, strengthening its market presence.
Campa Cola has achieved more than 10% market share in many Indian states. In response to this rapidly increasing competition, Coca-Cola and PepsiCo also cut the prices of their products and introduced new packaging options. However, Campa Cola's aggressive pricing and distribution strategy has made it a strong competitor in the market.
To meet the growing demand, Reliance Consumer Products Limited (RCPL) plans to invest ₹500-₹700 crore to increase production capacity. This investment is being made to increase production capacity and ensure product availability in local markets.
Mukesh Ambani's ₹10 pricing strategy has written a new chapter in the Indian beverage market. The relaunch of Campa Cola is not just the return of a brand but shows how established competitors be challenged through precise pricing, strong distribution network and can consumer-centric strategy. This initiative by Reliance offers more choices and better value to Indian consumers, thereby promoting healthy competition in the market.
PC:TV9Bharatvarsh
