Local brands like Reliance’s Campa have spoiled the taste of Coca-Cola! It is facing a tough challenge

Coca-Cola’s global president and chief financial officer (CFO) John Murphy on Wednesday said local companies, including Campa, are doing a “very good job” in the Indian beverage market. He said growing competition in India is helping his company stay relevant and adapt to new investment strategies. Beverage consumption in India is still relatively low and the industry’s growth prospects are extremely positive due to India’s young population and rising consumption spending. In addition, growing urbanization has also helped in access, which has been further boosted by the country’s digitalization.

Campa is a challenge for Coca-Cola

Murphy told reporters, “The investment that the government has made over the years is now benefiting the people of the country. In turn, opportunities are being created for industries like ours. People want to drink beverages. Our job is to become their first choice.” When asked about the competition he is facing from Reliance Industries’ brand Campa, he said that it always challenges us to perform at our best. Murphy said, “When we don’t have any competition, we become lazy, we become complacent, and we do a good job, but we are not as good as we should be.”

Campa is Reliance’s brand

He said, “In terms of competitors in India, there is also Campa. There are many local, regional companies that are doing very well. We have companies associated with Varun (Pepsi bottler Varun Beverages) that are doing very well, and this is a challenge for us.” However, he said that Coca-Cola’s portfolio in India is the strongest anywhere in the world. It includes local brands like Thums Up, Maja, Limca, etc. Reliance Industries, led by industrialist Mukesh Ambani, has decided to launch the then defunct Campa brand in 2022.