Reliance Consumer Products (RCPL), the FMCG arm of Mukesh Ambani’s Reliance Retail, has announced a monumental investment between ₹6,000 and ₹8,000 crore over the next 12–15 months to scale up its beverage portfolio, including a revival of the iconic Campa Cola brand. This bold move aims to take on industry giants like Coca‑Cola and PepsiCo in the Indian soft drinks sector.
💡 Why This Investment Matters
1. Reviving a legacy brand: Campa Cola
First launched in the 1970s, Campa Cola was once India’s homegrown soft drink favorite. Reliance acquired and relaunched the brand in 2022, aiming to regain market share in the sparkling beverage category
2. New production hubs in key regions
Plans include a major bottling plant in Bihar involving approximately ₹1,000 crore investment on a 35-acre site in Begusarai district. RCPL is also considering establishing production in states like Assam and more.
3. Expanding product range and distribution
Beyond Campa Cola, RCPL is boosting its portfolio with sports drink Spinner, Sun Crush juice, and international collaborations like Sri Lanka’s Elephant House. All will benefit from expanded manufacturing and distribution networks.
4. Targeting higher market share
With Campa and Independence already crossing ₹1,000 crore each in annual revenue and holding double-digit shares in some states, RCPL is accelerating its FMCG reach—currently at 1 million outlets, with a goal of 5 million in three years.
5. Challenging beverage leaders
By stepping up capacity and rolling out aggressively priced, locally relevant products, Reliance aims to disrupt the dominance of Coke and Pepsi in the ₹240 crore sports drinks and broader soft drink sectors.
🚀 Roadmap and Timeline
| Stage | Activity |
|---|---|
| Next 12–15 months | ₹6,000–8,000 crore rollout to scale Campa, sports and juice brands, and manufacturing |
| Short term | ₹1,000 crore bottling plant in Bihar; expansion to Assam |
| Medium term | New plants in Andhra Pradesh (₹1,622 crore project in Kurnool over 6 years) |
| Network expansion | Increase from 1M to 5M retail outlets over 3 years |
🌍 Broader Impact
- Boosts “Make in India”: Local manufacturing supports regional economies and job creation.
- Strengthens FMCG portfolio: Adds to Rs 11,450 crore FMCG revenue in FY25—almost matching major domestic players. moneycontrol.com
- Offers value consumers: Affordable pricing aimed at signaling “value-first” strategy against global brands.
✅ Final Take
Reliance’s ₹8,000 crore beverage investment signifies a turning point in India’s FMCG landscape. With strategic brand revives (like Campa), robust production expansion, and smart partnerships across product categories, RCPL is positioned to significantly challenge global beverage leaders—and redefine market dynamics in India.
