Now Mukesh Ambani’s 10 Rupee CAMPA will be available in foreign countries as well, Coca-Cola will be sweating
The soft drink brand which was a favourite of the people in the 70s is once again dominating the Indian market. We are talking about Reliance’s Campa Cola, which Mukesh Ambani has introduced in a new avatar, which has given a tough time to big brands like Coca Cola and Pepsi. After giving a tough time to the giants in India, now Reliance Chairman Mukesh Ambani is going to make his soft drink brand international and wants to take it abroad. Let’s know what is Mukesh Ambani’s plan…
What is Mukesh Ambani’s plan?
According to the Economic Times report, Reliance Industries is all set to take Campa Cola to the Middle East. The Mukesh Ambani-led company is likely to replicate its strategy for the Indian market in the Middle East at a time when Coca-Cola and PepsiCo are reportedly bearing the brunt of calls to abandon US products as the US has supported Israel, especially in the war in Gaza. Campa Cola consignments from India have already reached retail stores in Bahrain and the company will add more countries like Oman and Saudi Arabia in phases. However, RIL has not responded to ET’s questions in this regard.
How will Mukesh Ambani benefit?
The Economic Times report quoted two officials as saying that Reliance hopes to benefit from calls for boycott of US products by local consumers in the Middle East as Israel is getting US support. Recent reports have said that sales of Coca-Cola and PepsiCo have been affected in several Gulf countries, as consumers there are turning to local colas or brands from other countries.
Isha Ambani, daughter of Reliance Chairman Mukesh Ambani, who heads the group’s FMCG and retail business, told the company’s shareholders during the 2023 AGM that the group plans to take Campa “globally, starting with Asia and Africa”. That is, they want to make Campa Cola an international player.
How it is giving competition to the giants
According to a report by Nuvama Institutional Equities, the Indian consumer is value-oriented and Campa’s rigid price of ₹ 10, high trading commission and only PET bottle strategy are adversely affecting its competitors. Listed FMCG drinking companies like Dabur, Tata Consumer and Varun Beverages are also feeling pressure from Campa.
