India’s Cola War: How Ambani’s Campa Cola Drink Is Shaking Up Coke & Pepsi!

For several decades, the Indian soft drink market has been a fierce competition between two global giants, coca-cola and pepsico. From eye-catching advertisements to famous personalities promoting them, the two American brands have taken over the market, filling shelves, refrigerators, and the thoughts of Indian consumers. However, in a surprising turn of events, a well-known Indian brand is making a comeback, and it’s being supported by none other than Mukesh Ambani’s company. 

Campa cola, a well-known name in Indian kitchens during the pre-liberalization era, has resurfaced in the news. Thanks to the popularity of reliance retail, this homegrown soda is gaining momentum in the competition for India’s cola market. It’s important to note that this is not a trip down memory lane. It’s a calculated, aggressive move by the company to challenge the dominance of coke-pepsi by leveraging its pricing power, extensive distribution network, and the emotional connection it has with Indian consumers. 

The rise, fall, and resurrection of campa cola 

In the 1970s and ’80s, campa cola was the preferred drink for millions of Indians. Following Coca-Cola’s departure from the country in the late 1970s, a new beverage company called Campa emerged to fill the void left behind. Its tagline—”the exceptional Indian flavor”—resonated with people. Campa orange was another popular favorite, accompanying it. However, as India embraced liberalization in the 1990s, and popular brands like coca-cola and pepsi returned to the market, the campaign to promote campa gradually lost its momentum. The distribution decreased, advertising vanished, and the brand was on the verge of disappearing. 

Jump ahead to 2022, and reliance on its founders’ campa. Most anticipated it would be a specialized trip down memory lane. Instead, dependence indicated it would go nationwide—and go large.

Reliance’s strategy: cost, positioning, strength

What troubles me very much about the comeback of coke and pepsi is the way dependance is influencing it. The coca cola company has rolled out campa cola in various sizes—small packs, cans, and family packs—and apparently at a price much less than its competitors. For instance, a 500 ml bottle of coke or pepsi may cost ₹35–40, but campa cola will average ₹20–25 in certain markets.

Reliance is not just leveraging price, but it is leveraging its distribution power. With over 18,000 retail locations of jio mart, reliance smart, and small kirana stores, campa has the ability to reach untold locations throughout every corner of India. That is something few companies could match—even multinational corporations. 

Additionally, I have also noticed in doing so, this is not just a comeback for a cola, this is a comeback for a cola. Campa orange and Campa lemon are initially launched to counter brands such as sprite, fanta, and mountain dew.

The psychological benefit

In a country where emotions drive buying decisions, Coca-Cola’s comeback has more than just a spark—it has a strong emotional connection. Individuals aged 35 and above fondly remember the brand from their younger years. It brings back memories of summer holidays, school events, and local stores. For them, buying campa is not just a choice—it’s a way to relive cherished memories in a bottle. 

Recognizing the emotional connection, Reliance is using it to position campa as a “truly indigenous” brand—one that not only offers affordable options but also celebrates and embraces its indigenous roots. As consumers become more vocal about supporting indigenous products, this appeal is proving to be effective. 

How is coke and pepsi responding?. 

The return of the campaign has garnered notice. Coke and Pepsi are closely monitoring the progress of the developments. While they haven’t explicitly mentioned campa in their public statements, insiders suggest that both companies are considering strategies to maintain their position, especially in smaller towns where people are more price-conscious.

Industry experts believe that if Campari succeeds in capturing a 5% market share in the Indian cola industry within the next year, it would cause a significant disruption—especially in a market where brand loyalty is paramount. 

In response to this, the giants are likely to ramp up their promotional efforts, offer more competitive discounts in the market, and possibly introduce new flavors specifically tailored to the Indian palate to solidify their position. 

The larger plan: fmcg growth

But Campa’s resurgence isn’t an isolated occurrence. It’s part of a larger strategy by the company to become a leading player in India’s consumer goods market. In the past few years, reliance has expanded its product range to include numerous items in the food, beverage, personal care, and home care sectors.

From cleaning products to baked goods to fruit drinks, the group is building a vast empire in the fmcg industry. Campa cola slots perfectly into this template—not just as a drink, but as a symbol of how reliance intends to challenge multinational companies across various categories, utilizing the strength of its supply chain, pricing power, and retail dominance. 

What is next? 

It’s still early in this new phase of India’s cola wars. Campa’s success will depend not only on the price and nostalgia associated with the brand, but also on the taste, consistency, and effective promotion of the brand in cities where Coca-Cola and Pepsi have a strong presence. 

Celebrity-driven advertisements, sponsorships, and online promotions are the next steps in the marketing strategy. There are also rumors of bundling campa cola with other reliance offerings, or even providing exclusive jiomart discounts to encourage adoption. 

However, it is undeniable that campa cola is no longer a relic of the past. It has emerged as a strong contender, with the backing of one of India’s most influential business houses. 

Conclusion 

Campa cola’s resurgence under reliance marks the beginning of a fresh era in the Indian soft drink market. With competitive pricing, a strong sense of national pride, and the backing of a major retail chain, it has all the necessary elements to disrupt a market dominated by international brands. Whether or not this new cola brand can challenge the dominance of coke and pepsi remains uncertain—but one thing is certain: the fizz is back, and a new cola war has emerged.