Mukesh Ambani's Reliance takes on Coke and Pepsi in Indian soft drinks war

Mukesh Ambani’s Reliance has shifted its focus on India’s Rs 68,000 crore soft drinks market dominated by Coca-Cola and PepsiCo.

The conglomerate has armed Reliance Consumer Products Ltd. (RCPL) with key brands and products, including the once-iconic Campa-Cola, which was launched in the 1970s to fill the vacuum created by the exit of Coca-Cola from India.

It was Coca-Cola’s reentry, along with its fierce battle for market share with PepsiCo in the early 1990s, that led to the extinction of Campa Cola.

Reliance bought Campa Cola from its Delhi-based parents Pure Drinks Group for Rs 22 crore a few months ago.

Campa-Cola is being sold at a significant discount.

At Jio Mart, Reliance’s flagship e-grocery venture, a 2-liter bottle of Campa Cola is offered at Rs 49 against Rs 70 for a 1.75-liter bottle of Coca-Cola, and Rs 66 for a 2.25-liter bottle of Pepsi Cola.

Reliance has also picked up a 50 percent stake in Gujarat-headquartered Sosyo Hajoori Beverages, which sells over 100 flavors of soft beverages under nearly a dozen brands including Sosyo, Kashmira, Lemee, Ginlim, Runner, Opener, and Hajoori Soda.

According to Isha Ambani, Executive Director, Reliance Retail Ventures Limited, their know-how, consumer insights, and retail distribution strengths will help accelerate the growth momentum of Sosyo.