By reviving the iconic Campa Cola brand, Mukesh Ambani is challenging global giants Coca-Cola and PepsiCo with aggressive pricing, bold expansion, and national nostalgia.
The Cola Wars Are Back—But This Time, It’s Desi
India’s soft drink landscape—dominated for decades by Coca-Cola and PepsiCo—is undergoing a major shake-up. Mukesh Ambani, through Reliance Consumer Products, has brought back Campa Cola, the nostalgic Indian brand, with a clear message: there’s room for an affordable, homegrown challenger.
- Acquired in 2022, Campa Cola’s revival follows Reliance’s classic disruption playbook—leveraging scale, pricing power, and brand familiarity.
- The brand is now part of a larger FMCG portfolio led by Isha Ambani, adding credibility and strategic focus.
Campa Cola Pricing Strategy: A Direct Hit
Reliance has positioned Campa as the price warrior in a premium-dominated market.
- Campa Cola 200 ml bottle sells for just Rs 10—roughly half the cost of rival brands’ 250 ml packs.
- This aggressive pricing has undercut Coca-Cola and Pepsi, making Campa an instant hit in price-sensitive Indian markets.
As a result, Ambani revealed during the August 2025 AGM that Campa Cola now enjoys double-digit market share in several Indian states.
Breaking the Duopoly: Impact on Market Leaders
Reliance’s entry breaks a 30-year duopoly held by PepsiCo and Coca-Cola in India. Among those impacted is Ravi Jaipuria, India’s “cola king” and chairman of Varun Beverages, the second-largest PepsiCo bottler globally.
- Varun Beverages operates 36 bottling plants in India and has a market cap of Rs 1.51 lakh crore.
- In a July earnings call, Jaipuria admitted: “Of course, competition is there. They will get their share, and we will get ours.”
Despite the calm tone, analysts suggest Reliance’s retail muscle and pricing strategy could pressure margins in the mid-to-long term.
Campa Goes Global: Expansion to UAE and Nepal
Reliance isn’t stopping with India.
- Campa Cola is now being exported to the UAE and Nepal, marking its first international foray.
- These markets offer large Indian diasporas and under-penetrated cola segments—making them ideal launchpads for global growth.
This strategy mirrors how Reliance has scaled Jio and other ventures rapidly—testing locally, scaling globally.
What Makes Campa’s Comeback Click
Several factors are fueling Campa Cola’s rise:
- Nostalgia marketing: Campa was a household name in the 70s–80s before foreign brands returned post-liberalisation.
- Affordability: Its ultra-low price point resonates deeply with Tier II and Tier III consumers.
- Distribution reach: Reliance Retail’s massive supply chain ensures deep market penetration even in smaller towns.
- Brand positioning: Campa is marketed as a desi alternative—a nationalist appeal that aligns with current consumer sentiment.
