Reliance’s Campa Cola Ventures into West Asia, Eyes Global Expansion
Reliance Industries has introduced its cola brand, Campa Cola, to the export market, starting with Bahrain in West Asia. The brand, known for disrupting India’s carbonated beverage sector through low pricing and higher trade margins, plans a phased expansion to markets like Oman and Saudi Arabia before the summer season. This move positions Campa Cola as a strong contender against industry giants Coca-Cola and PepsiCo.
The entry comes amid calls to boycott American products in West Asia, driven by geopolitical tensions. Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance, is strategically leveraging this sentiment to gain market share as consumers in the region turn to alternative brands. Isha Ambani, who heads Reliance’s FMCG division, has highlighted the company’s global aspirations, starting with markets in Asia and Africa.
Reliance is exploring local bottling partnerships in Saudi Arabia and the UAE to strengthen its presence and streamline logistics. These facilities could also serve as a gateway to African markets. Backed by an aggressive pricing strategy of Rs 10 per bottle and its PET-only packaging, Campa Cola continues to challenge industry norms, aiming to replicate its success story beyond Indian borders.
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