Winning Bizness Desk
Mumbai. As announced by Isha Ambani, director of Reliance Retail at the recent AGM, Reliance is about to enter the FMCG business. Under this plan, Mukesh Ambani has acquired this brand in a deal with Delhi-based Pure Drink Group for about Rs 22 crore. After Coca Cola went out of India in 1977, Campa Cola, which filled its shortage, is now ready to hit the market again.
Campa Cola was launched in the 1970s by the same Pure Drinks group that had introduced Coca-Cola to the Indian soft drink market in 1949. Reliance is preparing to launch it on Diwali. Reliance is now going to enter the cola market with this deal. Its direct competition will be with Coca-Cola and PepsiCo. This can be beneficial for the customers. Reliance is preparing to launch Campa Cola in three flavors - Lemon, Orange and Cola.
All foreign companies were served notice
After the end of the Emergency in 1977, when elections were held, the Janata Party government was formed. During this, George Fernandes was made the Minister of Information. Shortly thereafter, he was given the charge of the Ministry of Industry. As soon as he took charge, George served notices to all foreign companies.
Price war can start
After the arrival of Campa Cola in the market, the price war can start, in which customers can get to buy cold drinks at a lower rate. In the first phase, Reliance will sell it in its retail stores, Jiomart and kirana stores. Buying Campa is part of Reliance's strategy to enter the FMCG market, which company is going to start this year.
Strategy to grow the FMCG business
Reliance is now going to expand its network across the country. According to media reports, more than 1.5 million kirana stores buy the product from Reliance's B2B network. The acquisition of the Campa brand is part of the strategy to grow the FMCG business.