Reliance Takes Campa Global with UAE Expansion

Reliance Expands Campa to UAE, Challenging Global Beverage Giants

Mumbai: Reliance Industries is expanding its beverage brand Campa into the global market by launching it in the UAE, aiming to strengthen its position in the segment and compete with Coca-Cola and PepsiCo. After entering the market at a low price, Campa had to rethink its approach in India.

The brand’s UAE expansion, in collaboration with Abu Dhabi-based Agthia Group, will focus on competitive pricing, according to sources. Reliance Consumer Products (RCPL), which owns Campa, is targeting both the Indian expatriate community and young local consumers in the UAE. Campa’s UAE launch also marks RCPL’s entry into the region.

The brand was first introduced in India in the 1970s and dominated store shelves until competition from international brands started to reduce its market appeal. Reliance bought Campa in 2022 for Rs 22 crore. Reliance has taken control of the brand, which already commands more than 10% of the local sparkling beverage industry and is predicted to generate over Rs 1,000 crore in revenue by FY25.

The company is making long-term investments in the UAE and sees possibilities for “accelerated” expansion in the area, according to Ketan Mody, COO of RCPL. In a statement released Tuesday, Modi said, “We are sure that this will spark a nostalgia among the Indian diaspora that will connect them to their roots and introduce a new wave of fans to its refreshing taste (Campa) among all consumers in the UAE.” In addition to the multinational behemoths PepsiCo and Coca-Cola, Campa’s UAE business will face up against regional names like Star Drinks.

In India, Campa’s low pricing has disrupted the cola market. Across all pack sizes, Campa offers consumers lower prices with a price difference of Rs 5-20. For example, in October last year, TOI had reported that Coca-Cola had reduced the price of its 400 ml PET bottles from Rs 25 to Rs 20 in some states like Kerala. In an earnings call last year, PepsiCo’s Indian bottling partner Varun Beverages had said that it would come up with a range that could counter Campa’s pricing if market conditions warranted.