Campa Cola was once a forgotten brand. Today, it's the reason Coca-Cola and PepsiCo are getting nervous. In just 18 months, Campa has crossed Rs. 1,000 crore in revenue. It already holds more than 10% market share in sparkling beverages in some states.
That’s huge. Especially when you compare it to the giants. Varun Beverages, which bottles Pepsi in India, made Rs.14,703 crore in FY24. Hindustan Coca-Cola Beverages earned Rs.14,236 crore.
Campa is still smaller. But its growth speed? Unmatched. And the secret? A Rs.10 cola bottle. Yes, that’s where the disruption began. A 200 ml PET bottle priced at Rs.10. Half the price of Pepsi or Coke.
Same fizz. Same feel. Half the price. For a price-sensitive market like India, that’s a powerful proposition. But it wasn’t just pricing.
Reliance gave retailers what others didn’t—higher margins. While Coca-Cola and Pepsi typically offer 3.5–5% margins, Campa offers 6–8%.
- Retailers are happy.
- They push Campa more.
- Shelves are being reorganized.
- Small shops are giving Campa prime space.
This shift is visible. Not just in metros—but more in Tier II and Tier III cities. Smaller towns. Rural belts. Where affordability matters more. Reliance isn’t spending big on ads like Pepsi or Coke. But they bought the co-presenting rights for IPL 2025. Rs. 200 crore invested in visibility.
Now you see Campa Cola every match. Every timeout. Every break. The distribution is classic Reliance. Through 18,900+ stores, JioMart, Sahakari Bhandars, and even kiranas. Campa is sold where it matters most—the last mile. And now, Campa is no longer alone.
Reliance has launched:
RasKik – Rs.10 glucose drink
Spinner – Rs.10 sports drink, co-created with Muttiah Muralitharan
Independence water – Rs.10 for 750 ml
This is not just a product play. It’s a portfolio play. Reliance is betting big on India’s Rs.10 price point.
One that was abandoned by MNCs years ago. They’re bringing it back. And making it mainstream. And the numbers show it’s working. Distributors report 20–45 day wait times for Campa stock in some markets. Demand is outpacing supply. Some even say Campa is "sold out for summer."
Meanwhile, Coke and Pepsi are reacting. Reducing prices. Offering combo deals. Launching new campaigns. But they’re following. Not leading. Reliance is setting the pace. All of this, from a company that entered FMCG just two years ago. Disruption in telecom started with Rs.0 calls. Disruption in beverages? Started with a Rs.10 cola. Watch this space. The cola war has only just began.
Source: Kush Bansal Credits to the rightful owner
Regards Dr. Adarsha Gowda
Food Expert
Chairperson/Dean/Head (Former)
Entrepreneurship, Startup & Consultancy
Dept of Food Science
Dept of Food Processing & Engineering.
