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Campa-Cola, The Great Indian Taste!
Reliance Consumer Products Limited (RCPL), a subsidiary of Reliance Retail Ventures Limited (RRVL), has announced the launch of the iconic beverage brand, Campa. The brand has a rich heritage in India and was a popular soft drink during the 1970s and 1980s. The brand’s relaunch is aimed at tapping into the growing demand for nostalgia-based products and catering to changing consumer preferences.
The Campa-Cola brand was first launched in 1977 and became an instant success, with its unique taste and distinct packaging. The brand was well-known for its catchy tagline “The Great Indian Taste” and was considered one of the country’s leading beverage brands. However, due to various factors, including stiff competition from multinational companies, the brand lost its market share and eventually vanished from the market.
RCPL’s relaunch of the Campa-Cola brand is a significant move that aims to revive the brand’s glory and tap into the growing demand for nostalgia-based products. The company has plans to introduce the brand in the northern region of India, including Delhi-NCR, Haryana, Punjab, and Uttar Pradesh, and gradually expand to other parts of the country.
According to a report by Statista, the size of the Indian beverage market was estimated to be around 337 billion Indian rupees (approximately 4.5 billion USD) in 2020. The market is expected to grow at a compound annual growth rate (CAGR) of 4.7% between 2020 and 2025. The carbonated soft drinks segment is one of the largest segments in the Indian beverage market and is expected to grow at a CAGR of 5.1% during the forecast period.
The relaunched Campa range includes carbonated soft drinks and flavoured waters in various flavours, including lemon, orange, and cola. The products will be available in different packaging sizes, including glass bottles and PET bottles, catering to the varying needs of the consumers.
The company’s decision to relaunch Campa-Cola comes when there is a growing demand for nostalgia-based products, with consumers increasingly looking for products that bring back fond memories of their childhood.
RCPL’s launch of Campa also aligns with the Indian government’s “Vocal for Local” campaign, which aims to promote locally made products and boost the country’s economy. The company’s decision to relaunch Campa-Cola is a step in this direction and is expected to create employment opportunities for local manufacturers, suppliers, and distributors.
In conclusion, RCPL’s relaunch of the Campa-Cola brand is a significant move that aims to revive the iconic beverage brand’s glory and tap into the growing demand for nostalgia-based products. The company’s decision to introduce the brand in the northern region of India and gradually expand to other parts of the country is expected to help the brand regain its lost market share. Moreover, the launch of Campa aligns with the Indian government’s “Vocal for Local” campaign, and the brand’s success is expected to create employment opportunities for local manufacturers, suppliers, and distributors.