The great Indian taste

The Legacy

• The second half of the 20th century was not too familiar with beverages or soft drinks.
• It was not any Western Multinational that introduced India to soft drinks for the first time. An Indian Company, Pure Drinks manufactured Campa Cola as a homegrown beverage brand and this factor appealed to the patriotic Indian population.
• This was not the only factor responsible for the meteoric rise of Campa Cola. During that time, the beverage practically had no competition. Pepsi was yet to enter India and Coco Cola was forced to exit as it refused to share secret formula with the Indian masses.
• So, who will meet the long summer thirst of the Indians? Campa Cola became a household name and Indians drank in abundance.
• During its peak time, more than 50 factories manufactured Campa Cola including 4 factories in the capital itself.
• 1991 Indian liberalization witnessed the re-entry of Coco Cola and Pepsi to the Indian market which gradually eroded the old-time favourite from the store shelves.

Great Indian Taste Returns

• India is not new to nasty cola wars. Conspiracy theories on heath and market predatory prices have always kept the carbonated drinks on the edge.
• The multinational mafias like Pepsi and Coco Cola to the homegrown brews like Limca, Thumbs Up and Campa Cola have been battling out since ages.
• And now the wars only seem to heat up with the country’s richest, Mukesh Ambani bringing back the desi-favourite Campa Cola to the market.
• The brand was acquired at INR 22 crore by Mukesh Ambani’s newly floated flagship FMCG company, Reliance Consumer Products. Currently Campa Cola will be available in three tangy flavours namely Campa Cola, Campa Lemon and Campa Orange in Andhra Pradesh and Telangana.
• The new edition of Campa Cola drinks will be available in five thirst-quenching pack sizes under various consumption ranges - a 200 ml immediate consumption pack, 500 ml and 600 ml on-the-go sharing packs and 1,000 ml and 2,000 ml home packs.
• With the inclusion of Campa Cola, Reliance plans to step up its FMCG business to compete with the likes of ITC, Unilever and Adani Group.

Editor’s Note