Reliance Retail’s CFO Dinesh Taluja recently disclosed that Campa Cola now holds approximately 14% market share in key markets across India. This impressive performance reflects the brand’s strong resurgence since its relaunch in March 2024 under Reliance Consumer Products.
🔍 How Campa Cola Reached Double-Digit Share So Fast
| Strategy | Impact |
|---|---|
| ₹10 PET Bottle Price | Aggressive pricing disrupted traditional players |
| Retailer Margins | Campa’s 6–8% margins incentivise shelf prominence |
| Rural and Tier II/III Expansion | Rapid distribution growth across value-sensitive markets step-by-step | |
Additionally, Campa crossed the ₹1,000 crore in revenue milestone within 18 months of its relaunch, showcasing its fast-growing appeal in India’s sparkling beverages sector
💼 Industry Reactions: Stirring Coca-Cola and Pepsi
Coca‑Cola’s global leadership, including CFO John Murphy, has acknowledged the competitive pressure posed by Campa: “Local brands including Campa are doing a pretty good job … it challenges us to be at our best.”
Reliance’s bold entry has triggered broader promotional and pricing adjustments from players like Pepsi and Dabur as they ramp up marketing and trade strategies to reclaim lost share
🚀 Ambani’s ₹8,000 Crore Bet to Scale Campa
Reliance Consumer Products is set to invest ₹6,000–8,000 crore in expanding beverage operations, including Campa, over the next 12–15 months. This marks one of the largest FMCG investments in India’s recent history
The expansion plans include building 10–12 new greenfield and co-packing facilities, with a goal of achieving nationwide availability by March 2027 The Economic Times.
🧠 Why This Matters
- Campa’s 14% share may still trail Coca‑Cola (~60%) and Pepsi (~30%) but signals rapid momentum in select markets
- The brand’s growth highlights the power of strategic pricing and remote market penetration in India’s evolving FMCG landscape.
- Reliance’s aggressive infrastructure expansion and marketing efforts position Campa as a long-term challenger in the cola wars.
🔚 Final Thought
With a 14% market share in key cities and strong consumer traction, Campa Cola’s comeback under Reliance has emerged as a compelling case of market disruption. Backed by aggressive pricing, rapid distribution scaling, and robust backing from Reliance, the brand is reshaping India’s sparkling beverage scene—and may very well rewrite the rules of competition.
