Mukesh Ambani-Led Reliance Revives Campa Cola, Dominates Coca-Cola and Pepsi in India with Rs 10 Lower Prices

Reliance Industries Limited (RIL) has entered the Indian soft drink market with the relaunch of Campa Cola, a brand that was once popular in the country through its fast-moving consumer goods (FMCG) arm Reliance Consumer Products Ltd (RCPL). Acquired in 2022 for Rs 220 million ($2.6 million), Campa Cola is now being sold at a much lower price than its competitors, with a 200-milliliter bottle priced at just Rs 10 , nearly half the cost of similar products from Coca-Cola and Pepsi as per the Bloomberg report.

While Coke and Pepsi sell their 600 ml bottles for Rs 40, Campa Cola is catching the attention of price-sensitive customers by offering its 200 ml bottle for Rs 10 and 500 ml bottle for Rs 20, according to price listings on online stores.

Campa Cola Gains Market Share with Affordable Soft Drinks

Since its relaunch, Campa Cola has made significant progress in gaining market share. In the year ending March 31, 2025, the drink achieved a double-digit market share in several key regions of India. While Reliance has not shared specific numbers or revenue for the brand, the company's aggressive pricing strategy is clearly paying off.

Mukesh Ambani's leading company Reliance projected in January that Campa Cola's revenue would increase by 150%, reaching Rs 10 billion for the year ended March 31, 2025. For comparison, Coca-Cola's local unit in India reported revenue of ₹47 billion for the year ending March 2024, according to data from India's Registrar of Companies.

Campa Cola, which was popular in India during the 1980s, is now available in flavors such as orange and lemon. The drink is positioned as a more affordable alternative to Coca-Cola and Pepsi, which have been in India since the 1990s. Both global companies are facing pressure from Campa Cola's rise and have responded by cutting prices, launching new product variants, and expanding their retail networks.

To support growth, Reliance is increasing production. In February 2025, the company opened a new bottling plant in the eastern Indian state of Assam. However, low disposable income remains a challenge. While a 12-cent drink may seem cheap in Western countries, it is not always affordable for daily consumption in India, where the 2023 per capita GDP was $2,481, according to the World Bank.

Coke Introduces Latest Versions, Tata Consumer Cuts Prices Amid Campa Cola Competition

In response to the competition, Coca-Cola has introduced no-sugar versions and cut prices. Earlier this year, it reduced the price of its classic drink to Rs 15 in some areas. This move may have helped the company record double-digit volume growth in India during the January-March quarter, though exact market share figures were not disclosed.

Tata Consumer Products, known for its Tata Gluco Plus beverage line, has been forced to revise its pricing strategy following Reliance's aggressive pricing. Initially, Tata's rates were around 30% higher than local competitors and 20% more than global brands.

About Campa Cola

Campa Cola was originally launched by New Delhi-based Pure Drinks Group in 1977 but lost popularity in the early 1990s when Coca-Cola and Pepsi expanded their presence in India. Its recent comeback under Reliance has quickly disrupted the market and is reshaping the country's soft drink landscape.