Mukesh Ambani’s Reliance forming a new camp for pushing Campa Cola
Live MintReliance Consumer Products Limited, the FMCG arm of Reliance Retail Ventures Limited is in advanced talks with leading Chennai-based Bovonto soft drinks maker Kali Aerated Water Works for a manufacturing and distribution partnership to make and sell Reliance's Campa soft drinks range, according to a report by Economic Times. Controlled by billionaire Mukesh Ambani, Reliance had launched revamped Campa drinks in March this year, 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 two-litre Campa Cola bottle is priced at 49 rupees in stores, a near 50% discount on its label price, and around a third lower than 2.25-litre Coke and Pepsi variants, a Reuters check showed. "The price will be disruptive across," said the person, who added Reliance is planning an advertising spree during the upcoming popular IPL cricket tournament and is in talks with at least three teams to make Campa their refreshment partner.
History of this topic
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