India’s Reliance to revive Campa Cola brand to challenge PepsiCo, Coca-Cola
(VOVWORLD) - Indian industrial giant Reliance is reviving a historic local cola brand with plans to use its vast retail network, slash prices and tap nationalist sentiment to challenge US beverage giants PepsiCo and Coca-Cola in a key market.
 Bottles of Campa Cola are displayed at a Reliance Smart supermarket in Mumbai. (Photo: Reuters) |
Controlled by billionaire Mukesh Ambani, Reliance this month launched revamped Campa drinks, sugary sodas popular in India in the 1970s and 1980s before disappearing from shelves as the US giants expanded rapidly in a liberalising economy.
A person with direct knowledge of Reliance's plan said it aims to open some factories of its own or as joint ventures to make Campa, and take the soda to hotels, restaurants and in-flight sales.
Production of Campa is currently outsourced, after its 2.7 million USD acquisition of the brand last year.