Reliance Consumer Products’ relaunch of the once-iconic Campa Cola has sparked one of the most talked-about turnarounds in India’s fast-moving consumer goods (FMCG) space. In just 18 months, the nostalgic beverage has not only returned to the market—it has shattered records by surpassing ₹1,000 crore in revenue.
The fuel behind this explosive growth? A brilliant ₹10 pricing strategy combined with a hyper-local retail push.
Affordable Fizz: ₹10 That Changed the Game
Campa Cola’s aggressive entry began with a 200 ml PET bottle priced at ₹10—nearly half the price of rivals Coca-Cola and Pepsi. This strategic move resonated deeply in India’s value-driven market.
Backing the price point was another masterstroke: higher retailer margins. While competitors offered 3.5–5% margins, Reliance offered 6–8%, encouraging retailers to showcase and prioritize Campa on shelves across kirana stores, small towns, and even rural areas.
Quiet Marketing, Big Splash
Reliance avoided the traditional advertising blitz. Instead, it secured the co-presenting sponsorship for IPL 2025 at ₹200 crore—giving Campa Cola prime-time visibility without overwhelming the market. With more than 18,900 outlets now stocking the drink, it’s a quiet storm sweeping across India.
Building the ₹10 FMCG Empire
Campa Cola is only the first step in Reliance’s plan to dominate the budget FMCG space. The company is launching a slew of ₹10 products including:
- RasKik – an energy-boosting glucose drink
- Spinner – a sports drink made in collaboration with cricket icon Muttiah Muralitharan
- Independence Water – a 750 ml packaged water bottle at ₹10
The demand is so high that some regions have declared Campa Cola “sold out for summer,” with distributors waiting up to 45 days for fresh stock.
Rivals Scramble to Catch Up
This rapid ascent has forced giants like Coca-Cola and PepsiCo to rethink their India strategy, launching discounts and fresh campaigns to regain lost ground. Yet, their moves appear more reactive than innovative.
Much like the telecom disruption caused by Jio, Reliance seems poised to do it again—this time, one ₹10 bottle at a time.
