Reliance fortifies FMCG foray with acquisition of Campa Cola; Diwali launch planned

At the 45^th AGM of Reliance Industries, Isha Ambani, Head of Reliance Retail, had announced, “We will launch our fast-moving consumer goods business. The objective of this business is to develop and deliver high quality, affordable products which solve every Indian’s daily needs.”

Now, as per media reports, Reliance has acquired home-grown aerated beverage brand Campa Cola from Delhi-based company Pure Drinks. Media reports pegged the deal at around Rs 22 crore. As per reports, Campa Cola is slated for a Diwali launch in three flavours – cola, lemon and orange.

Launched by Pure Drinks in the 1970s after Coca-Cola was disallowed in India, Campa Cola attained huge popularity, especially in Delhi and the North India markets, along with Double7 and Thums Up brands. However, once Coca-Cola and Pepsi re-entered the Indian market in the 1990s, Campa Cola and other homegrown brands lost their fizz.

The re-launch of Campa Cola is sure to revive many nostalgic memories.