CAMPA COLA : RELIANCE EXPANDS FMCG PLAY.

 With the relaunch of Campa Cola, Reliance Consumer Products Limited (RCPL)- the Fast Moving Consumer Goods (FMCG) arm and wholly owned subsidiary of Reliance Retail Venture is expanding its portfolio to packaged consumer goods.

Campa Cola was an iconic, carbonated soft drink brand in India. It was first introduced in 1977 by the Pure Drinks Group, based in Mumbai. The brand becomes so popular in the Indian market due to its unique taste and marketing strategies. At first, the brand had only one flavor "Campa Cola" which was marketed as a refreshing and energizing drink. Over time, the brand expands its product line and introduced new flavors such as lemon and orange.

In the 1980s and 1990s, Campa cola becomes so popular that it challenges the dominance of international brands like Pepsi and Coca-Cola. The brand becomes a success due to its strong distribution network and innovative marketing campaigns, which include celebrity endorsements and catchy slogans.

However, in 2006 the Indian government ordered the closure of the Campa Cola due to its violation of pollution norms. The brand discontinues, and despite its discontinuation, Campa Cola remains a nostalgic brand in the minds of many Indians who grew up in the 1980s and 1990s. It is remembered for its unique taste and catchy slogans which have become part of Indian pop culture.

       The Mukesh Ambani-led Reliance is expanding its FMCG play. The reliance would be offering products at a 30 to 35 percent lesser price to its competitors. Some expert says that Reliance is capable of attracting customers to try its product and compare performance with the same products from established brands. Now the products of RCPL are available only in selected markets but the company is expanding its dealer network on a pan -India basis and the availability will be scaled up across modern and traditional distribution channels. The reliance is creating a dedicated distribution network. The network comprises traditional dealers and modern trade b2b channels. The reliance is all set to become a relevant player in the USD 110-billion FMCG segment, which is largely dominated by companies like HUL P&G and Nestle. The RCPL has a wide range of products - soaps, detergents, dishwashers, etc which are priced very low than its competitors. Campa-Cola is aiming at the Indian soft drinks segment which is estimated at USD 8.85 billion. The reliance's soaps and detergent is competing with lux and surf of HUL, which are the market leaders in their respective categories. The selling price of these products is low as compared to lux and surf, it is a substantial incentive for the customers to try it once, if they find it better, then the reliance will build a market.