Reliance launches iconic beverage brand Campa in new avatar

Billionaire Mukesh Ambani-led Reliance Consumer Products Ltd (RCPL), the FMCG arm and a wholly-owned subsidiary of Reliance Retail Ventures Limited (RRVL), has announced the launch of the iconic beverage brand, Campa. The Campa portfolio will initially include Campa Cola, Campa Lemon and Campa Orange in the ‘sparkling beverage category’, the company said in a statement. The announcement comes after the company acquired the 50-year-old brand Campa from Delhi-based Pure Drinks Group for around ₹22 crore in September 2022.

With the revamping of the brand, the company is hoping to strengthen its FMCG portfolio, which includes brands like Sosyo Hajoori, Lotus Chocolates, Maliban, Independence and Good Life. “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," said an RCPL spokesperson.

The spokesperson added that while older family members will have fond memories of the original Campa, and cherish the nostalgia associated with the brand, younger consumers will like the refreshing taste. "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."

As per the company, Campa's new avatar is set to offer Indian consumers "The Great Indian Taste". The drink will come in five-pack sizes, and the rollout will start in Andhra Pradesh and Telangana.

Reliance Retail Ventures, through its subsidiaries and affiliates, operates an integrated omnichannel network of 17,225 stories and digital commerce platforms.

Separately, Reliance Retail on Wednesday announced it’ll acquire 26% additional shares of Lotus Chocolate from public shareholders, which will begin on March 16 and end on March 31.

Reliance Retail will offer to acquire 33.38 lakh shares of Lotus Chocolate from the open market at ₹115.50 apiece payable in cash, amounting to ₹38.56 crore. The floor price for the open offer is 43.5% lower than the current market price.

Reliance has been on an acquisition spree after Isha Ambani, during the company’s 45th AGM in August 2022, announced that Reliance Retail will enter the FMCG space. Reliance Retail reported consolidated revenue of ₹1.9 lakh crore and a profit of ₹7,055 crore for the year ending March 31, 2022.

The conglomerate had recently forayed into the FMCG business through its arm, RCPL, by launching a brand 'Independence' for staples, processed foods, beverages, and other daily essentials in Gujarat. The brand will be rolled out across India in a few months. Besides, RCPL parent Reliance Retail Ventures acquired a 100% stake in METRO Cash & Carry India, a wholly owned subsidiary of German wholesaler METRO AG, for ₹2,850 crore.

RIL had also acquired another soft drink brand Sosyo from Surat-based Hajoori. Over the last three years, Reliance Retail has acquired brands like Hamleys, Just Dial, Milkbasket, Zivame, Clovia, Portico, Netmeds, and Urban Ladder among others. It has also partnered with 7-Eleven, the iconic global retail chain, to start its operations in India.