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

Introduction

In August 2022, India-based Reliance Consumer Products Ltd. (Reliance), the Fast Moving Consumer Goods (FMCG) arm of Reliance Retail Ventures Limited (Reliance Retail), acquired Campa Cola, the once iconic soft drink brand of India. Campa-Cola (Campa), acquired from Pure Drinks, was relaunched in March 2023. On the relaunch, a Reliance spokesperson said, “By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment.”..

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