Campa Cola: Reviving a Classic Indian Beverage Brand

Case Code: MKTG471 Case Length: 12 Pages Period: - Pub Date: 2025 Teaching Note: Available

Price: Rs.300 Organization : Reliance Consumer Products Ltd. Industry :FMCG Countries : United States Themes: Brand Revival, Brand Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

The 1970s – Exit of The American Cola Giants

Cold fizzy drinks in India dated back to the late 1800s when carbonated beverages were launched by companies Ardeshi and Dukes in Bombay . Other popular drinks were Rogers, Palonjee, Spencers, and Hajuri. Parle, famous for its glucose biscuits, launched the first cola in the late 1940s. The drink was called Gluco-Cola. But Coca-Cola objected to the name. Parle, which was unaware of what a trademark was and could not afford the legal expenses, decided to change the name to Parle Cola. But by then, there were not many takers for the cola drink..

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