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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.
