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For many Indians who grew up in the 1970s and 80s, Campa Cola was more than just a soft drink. It was part of birthday celebrations, roadside stalls, and a time when Indian brands stood tall against global names. Known for its iconic tagline “The Great Indian Taste,” Campa Cola became a household favourite after Coca-Cola exited India.
However, with economic liberalisation in the 1990s, the brand slowly disappeared from shelves. Decades later, Campa Cola is making a strong comeback under Reliance Industries, challenging the long-standing dominance of Coca-Cola and Pepsi with aggressive pricing and wide distribution.
In this blog, we talk about how a brand that once ruled the streets of Delhi vanished entirely. And can Reliance really break the global duopoly of Coke and Pepsi? Here is the deep dive into the past, present, and future of Campa Cola.
Origins of Campa Cola: Born from India’s Soft Drink Revolution
The history of Campa Cola are deeply linked to India’s political and economic climate of the late 1970s. In 1977, Janata Party government led by Morarji Desai enforced the Foreign Exchange Regulation Act (FERA), a law that required foreign companies to reduce their ownership (40%) in Indian operations and share critical business details, including proprietary formulas.
For Coca-Cola, sharing its recipe was non-negotiable. The company chose to exit India, leaving behind a massive gap in the soft drink market.
This moment proved decisive for Pure Drinks Group, a New Delhi based firm that had been Coca-Cola’s exclusive bottler in India since 1949. Led by Mohan Singh, the company already had bottling plants, distribution networks, and market knowledge in place. Instead of letting that infrastructure go to waste, Pure Drinks launched Campa Cola in 1977.
Campa Cola positioned itself as a proudly Indian brand and quickly connected with consumers. Its affordable pricing helped it reach households across income groups. During 1980s, the brand expanded its portfolio with flavours such as Campa Orange and Campa Lemon, strengthening its presence across urban and semi-urban markets.
At its peak in the mid-1980s, Campa Cola was among the most dominant (30% market share) soft drink brands in the country, competing with other popular Indian names like Thums Up and Gold Spot. As bottling operations spread across multiple plants and a workforce running into thousands, Campa Cola became more than just a beverage, it stood as a symbol of India’s self-reliance during a protectionist era.
This strong foundation explains why Campa Cola still holds nostalgic value today and why its revival resonates so deeply with Indian consumers.
Campa Cola’s downfall was not sudden, it unfolded gradually as India’s economy changed in the early 1990s. The turning point came with the liberalisation reforms introduced under Prime Minister P. V. Narasimha Rao, which opened Indian markets to foreign investment and global competition.
As India opened its economy, global beverage companies wasted no time in establishing their presence. PepsiCo entered India in 1990 through a joint venture with Voltas and Punjab Agro, marking the beginning of intense competition in the soft drink market. A few years later, Coca-Cola made a high-profile comeback in 1993 through an initial partnership with Britannia Industries.
Coca-Cola returned with a clear expansion strategy, instead of building operations from the ground up, it acquired popular Indian brands such as Thums Up, Limca, and Gold Spot. This move allowed Coca-Cola to immediately secure nationwide bottling infrastructure, shelf space, and a loyal consumer base, giving it a decisive advantage over homegrown players like Campa Cola.
Why Campa couldn’t compete?
Campa Cola didn’t formally “exit” India, it was gradually pushed out as the market evolved. Three key disadvantages ultimately worked against Campa Cola:
- Low Marketing Budget: Coca-Cola and Pepsi invested heavily in television, cricket sponsorships, and celebrity endorsements. Campa lacked the budget to stay visible in a rapidly media-driven market.
- Distribution and Infrastructure: Global players provided retailers visicoolers (branded fridges) and cold-chain support. This ensured prime shelf space and consistent availability, something Campa could not replicate at scale.
- Isolation after acquisitions: When Coca-Cola bought Campa’s strongest domestic rivals, it left the brand fighting alone against two global giants with unmatched reach and resources.
Campa Cola quietly faded from the market not because the brand failed, but because liberalisation fundamentally changed the rules of the game.
Reliance Acquisition and Relaunch of Campa Cola
In August 2022, Reliance Consumer Products Limited (RCPL), the FMCG arm of Mukesh Ambani’s Reliance Industries, acquired the Campa brand from Pure Drinks Group for a reported ₹22 crore.
Reliance isn’t just selling a drink; they are executing a “Jio-style” disruption of the beverage market. Their goal is to offer a “Made in India” alternative that hits the sweet spot of nostalgia for older generations and affordability for the youth.
Reliance Campa Cola Relaunch Strategies
RCPL relaunched Campa in March 2023 in Andhra Pradesh and Telangana, starting with cola, lemon, and orange variants. By 2024-2025, it expanded nationwide and internationally to UAE and Nepal.
Relaunch Strategic:
- Aggressive Pricing: 200ml at ₹10, half of rivals' 250ml packs, targeting price-sensitive rural and tier-2/3 markets.
- Distribution Power: Via Reliance's kirana partners and e-commerce platforms.
- Marketing Blitz: IPL 2025 Tier-1 sponsorship for visibility; Amitabh Bachchan as ambassador for Campa Sure Water. Nostalgia-driven ads revive "The Great Indian Taste."
Campa Cola Current Performance in 2026
Campa hit ₹1,000 crore revenue within 18 months of relaunch in 2025, contributing to RCPL’s ₹11,500 crore turnover. It achieved 7% national market share, up from 2% in 2024, with 14% in key cities and double-digits in select states. Combined with Lahori Zeera, new brands reached 15% share Jan-Sep 2025, eroding Coke (60%) and Pepsi (30%) dominance.
| Criteria | 2024 | 2025 | Key Driver |
|---|---|---|---|
|
National Share |
2% |
7% |
Pricing & Distribution |
|
Key Cities Share |
NA |
IPL Campaigns |
|
|
Revenue Milestone |
NA |
₹1,000 Cr |
Kirana Expansion |
Marketing Push and Goals
Reliance promoted via IPL co-sponsorship, “Campa Wali Zidd” campaign, and Ram Charan as ambassador in 2025. Reliance Consumer Products is planning a major push in the beverage space, with an investment of up to ₹8,000 crore to scale Campa Cola and take on global players like Coca-Cola and PepsiCo.
The company is expected to set up 10–12 new manufacturing units, strengthening production and distribution across the country. RCPL’s goal is to achieve nationwide availability by March 2027, with a clear focus on mass-market consumers through competitive pricing. India’s beverage market is on a strong growth path and is estimated to touch ₹1.47 lakh crore by 2030.
FAQs About Campa Cola History
What is Campa Cola's origin?
It was launched in 1977 by Pure Drinks Group after Coca-Cola exited India due to equity dilution rules.
Who is the current owner of Campa Cola?
Campa Cola is owned by Reliance Consumer Products Limited (RCPL), which is a subsidiary of Reliance Retail Ventures Limited (RRVL).
Is Campa Cola available all over India?
While it started in Andhra Pradesh and Gujarat, as of 2026, it is available in almost all major states through Reliance Fresh, Sahakari Bhandar, and local Kirana stores via the JioMart network.
What happened to the original Pure Drinks Group?
Pure Drinks Group still exists but shifted its focus to other businesses, including hospitality (they own the Le Méridien in Delhi), after the decline of their beverage business.
Who bought Campa Cola and when?
Reliance acquired it from Pure Drinks for ₹22 crore in 2022.
What is Campa Cola's current market share?
7% nationally in 2025, 14% in key cities.
Happy investing and thank you for reading!
Disclaimer:
This website content is only for educational purposes, not investment advice. Before making any investment, it’s important to do your own research and be fully informed. Investing in the stock market includes risks, and you should carefully read the Risk Disclosure documents before proceeding. Please remember that past performance doesn’t guarantee future results, and due to market fluctuations, your investment goals may not always be achieved.
