Mukesh Ambani hits jackpot, Campa Cola crosses company crosses Rs 10000000000 revenue in just…, secures more than…, is this Jio moment for Ambani?

After the telecom sector through JIO, Reliance Industries is once again shaking another business industry of the soft drink. With the revival of the Campa Cola brand, Reliance Consumer Products Ltd (RCPL) has also made its position in the sector. In just 18 months, Campa has crossed over Rs 1,000 crore in revenue and secured more than 10% market share in beverages in several Indian states.

While still a smaller player compared to giants like Varun Beverages (Rs 14,703 crore revenue in FY24) and Hindustan Coca-Cola Beverages (Rs 14,236 crore), Campa Cola’s meteoric growth is grabbing headlines.

Is Campa Cola New Jio?

When Jio was launched in 2016, it disrupted the telecom sector with free voice calls and cheap data recharge plans, due to which competitors had to reduce the prices to survive. Now, Reliance is using the same aggressive pricing strategy for Campa Cola  and challenging other big players in the market.

Campa Cola is being sold at significantly lower prices than its rivals Coca-Cola and Pepsi, which makes it an attractive option in price-sensitive markets. Reliance is using its massive retail network, including Reliance Fresh, Reliance Smart, and JioMart, to push distribution across the country.

Apart from this Reliance is also planning to take Campa to international markets, starting with the Middle East.

Campa-Cola Contribution In RCPL

RCPL, the FMCG arm of Reliance Retail, formally began operations on November 30, 2022. In FY24, the company earned Rs 3,000 crore in total sales, with Campa Cola alone contributing Rs 400 crore, according to industry reports. 

RCPL plans to raise Rs 500-Rs 700 crore from its parent firm to set up new bottling plants for Campa. These facilities will be located to improve supply efficiency and ensure availability in local markets, especially kirana stores, which plays a crucial role in India’s FMCG retail market.

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