Reliance Consumer Products’ revival of Campa Cola is turning out to be one of India’s most disruptive FMCG stories in recent memory. Once a nostalgic brand from the ‘90s, Campa Cola has now firmly planted itself in the modern retail ecosystem, crossing ₹1,000 crore in revenue within just 18 months of relaunch.
What’s powering this meteoric rise? A game-changing ₹10 price point, smart retail strategy, and a marketing masterstroke.
A Strategic Sip at ₹10
The turning point came with the launch of a 200 ml PET bottle of Campa Cola at just ₹10—half the price of competitors like Coke and Pepsi, but delivering the same fizz, flavour, and nostalgia. In a price-sensitive market like India, this hit the mark instantly.
However, the price was only the beginning. Reliance backed it up by offering retailers significantly better margins—6–8%, compared to the 3.5–5% usually offered by global rivals. This led to an immediate shift on the ground:
Retailers began prioritizing Campa over other brands. Shelf spaces were rearranged to highlight Campa. Kirana, stores, and small-town vendors gave the brand premium visibility. The brand’s reach isn’t just limited to urban centres—it’s rapidly gaining traction across Tier II, Tier III cities, and rural India.
Silent Strategy, Loud Impact
Unlike its competitors, Reliance refrained from flooding the market with expensive advertising campaigns. Instead, it made a calculated bet—securing the co-presenting sponsorship for IPL 2025 at ₹200 crore. The result? Campa Cola is now omnipresent across India’s most-watched entertainment property, showing up during every match break and timeout.
This subtle yet powerful strategy has helped Campa secure shelf presence in over 18,900 stores, alongside digital and local retail channels like JioMart, Sahakari Bhandars, and neighbourhood kiranas.
The ₹10 FMCG Revolution Is Just Getting Started
Campa Cola is just the beginning of Reliance’s deeper play in the affordable FMCG segment. The company is systematically building a portfolio around the ₹10 price point:
- RasKik – a ₹10 glucose drink
- Spinner – a ₹10 sports drink, co-developed with cricket legend Muttiah Muralitharan
- Independence Water – 750 ml of packaged water at ₹10
Reliance is not just launching new products—it’s reviving forgotten categories and repositioning them for the mass market. Distributors in several states now report a 20–45 day wait for Campa stock, with some regions declaring it “sold out for summer.”
Legacy Giants on the Backfoot
The rapid success of Campa Cola has put industry leaders on alert. Pepsi and Coke have begun slashing prices, bundling offers, and rolling out fresh campaigns in a bid to retain their market hold. But their moves seem reactive, while Reliance continues to lead the narrative.
Just as it disrupted the telecom sector in 2016 with free calls and ultra-cheap data, Reliance appears to be scripting a similar playbook in FMCG—starting with something as simple, yet powerful, as a ₹10 cola.
