NEW DELHI: Mukesh Ambani, one of the wealthiest men in the world and the chairman of Reliance Industries, is determined to establish his company’s supremacy in India’s massive soft drink market. To achieve this objective, Ambani has revitalized the decades-old brand Campa Cola with a new identity.
Reliance is aggressively signing agreements to capture a significant share of the Indian soft drink market, and it is poised to become a formidable competitor to major players such as Pepsi and Coca-Cola. One such agreement is with Sri Lankan cricketer Muttiah Muralitharan’s company, Ceylon Beverage International, to do the packing work for Campa Cola in cans. Ceylon Beverages is expected to set up a packaging plant in India in the future for packing work. Until then, canned Campa Cola will be imported from Ceylon Beverages’ Sri Lanka factory.
Ambani, who was recently named the wealthiest individual in Asia and ranked 9th on Forbes’ 37th annual World Billionaires List 2023, with an estimated net worth of USD 83.4 billion, is determined to make Reliance a dominant player in the Indian soft drink market.
Reliance Consumer Products, a unit of Reliance Industries, had previously teamed up with Chennai-based Kali Aerated Water Works for the manufacturing and distribution partnership of Reliance’s Campa soft drinks range. Reliance Consumer acquired Campa Cola from Pure Drinks Group in 2022 and relaunched the brand with a new look, which was introduced in the markets of Andhra Pradesh and Telangana.
Reliance is now preparing to launch Campa Cola throughout India, and the recent agreements are expected to help the company expand its network across the country.
