Reliance Consumer Products (RCPL), the subsidiary of Reliance Retail Ventures (RRVL), on Thursday announced the launch of the Campa brand, which is designed for modern-day India. The Campa range will initially consist of Campa Cola, Campa Lemon, and Campa Orange in the carbonated beverage category. According to RCPL, this brand launch aligns with its strategy of promoting locally-made Indian brands that have a rich history and a deep connection with Indian consumers.
The company stated that the rollout of its cold beverage range across India, beginning with Andhra Pradesh and Telangana, is in line with its overall objective of providing high-quality products at affordable price points that offer value and choice to Indian consumers.
With the addition of the Campa brand to its versatile FMCG portfolio, RCPL stated that it has further strengthened its offerings, which already includes heritage brands such as Sosyo Hajoori, confectionery products from Lotus Chocolates, Sri Lanka’s top biscuit brand Maliban, and daily essentials under its own brands such as Independence and Good Life.
RCPL spokesperson said, “By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment.”
“While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste,” the spokesperson said, adding, “With a rapidly evolving Indian market throwing up more consumption occasions, we are truly excited to bring back Campa, which is yet another bold step forward for our expanding FMCG business.”
With a rich heritage, RCPL said Campa’s contemporary product is set to offer Indian consumers “The Great Indian Taste” this summer. Five thirst-quenching pack sizes will be offered under the Campa range for several consumption occasions, it added.