How Campa Cola Captured 10% of India’s Beverage Market 

Reliance’s Iconic Brand Reboots with Low Pricing Strategy to Challenge Global Cola Giants

Campa Cola’s Comeback Journey

In India’s fiercely competitive soft drinks market, one name has made a surprising comeback—Campa Cola. Originally a popular name in Indian households during the 1970s and 80s, the cola brand has been brought back to life by Reliance Industries and is now gaining attention through bold pricing tactics and smart distribution strategies. In less than two years since its relaunch, Campa Cola has captured a notable 10% market share by employing a smart mix of affordability, rural penetration, and dealer incentives.

Disruptive Pricing as the Key Game-Changer

Major players such as Pepsi and Coca-Cola hold a strong grip on the Indian cola market. Finding unexplored marketplaces where these players aren’t already present is practically impossible. Price disruption was then Reliance’s only obvious way to differentiate itself. “The only realistic way to gain ground is to offer a price edge and incentivize distribution partners, as the traditional routes are already saturated,” said Ankur Bisen of Technopak Advisors.

This mirrors Reliance’s successful approach during the launch of Jio, where data services were offered at extremely low prices, reshaping the telecom industry. With Campa Cola, the strategy is simple: offer quality cola at a significantly lower price point and back it with better retailer margins.

The ₹10 Cola: Betting on Volume

Campa Cola is currently available for only ₹10, offering customers an incredibly budget-friendly option. Even with narrow margins—after deducting taxes, packaging, transportation, and retail reductions—Reliance is depending on high sales to make money. Experts think the price strategy might work if demand keeps increasing over the course of the next 12 to 18 months. Other businesses have already been forced to reconsider their products as a result of this pricing war.

To stay competitive, leading brands are promoting returnable glass bottles (RGBs) as a cost-effective option, while newer brands are opting for affordable plastic bottles (PET). As these brands scramble to adjust, their long-standing profit margins are taking a hit.

Rural Penetration and Shelf Space Gains

Avinash Chandani, Partner at Deloitte India, notes that disruptive pricing combined with lucrative dealer margins has enabled Campa Cola to quickly secure shelf space and gain traction in value-sensitive rural markets. This rural push is causing major FMCG players to revise their pricing, introduce smaller packs, and enhance distributor incentives.

Distribution: The Big Challenge Ahead

While Campa Cola’s pricing is attractive, Reliance faces an uphill battle in matching the deep distribution networks of established competitors. Industry experts say companies like Coca-Cola and Pepsi already operate in over 4 million retail outlets across India and continue to grow at a rate of 10–15% annually. Replicating such reach is not an overnight task.
Brand strategist Harish Bijoor believes that to meet increasing demand—especially during the extreme summer season—Reliance must rapidly scale up its backend infrastructure. The brand has reportedly crossed ₹1,000 crore in market value, which signals the urgency for supply chain expansion to keep up with growing demand.

Changing Consumer Priorities: Price Over Brand

Another shift working in Campa Cola’s favor is the changing mindset of consumers. Increasingly, buyers are making decisions based on affordability and availability rather than brand loyalty. Chandani highlights this trend, pointing out that today’s price-sensitive consumers prioritize getting more value for their money. This shift in buying behavior has weakened the loyalty factor for traditional brands, opening the door for newer entrants like Campa Cola.

Response from Competitors: New Products and Health Trends
The battle for dominance is also leading to innovation among existing players. For instance, Amul has introduced low-cost products like ₹10 lassi to compete for consumer attention. Additionally, as health awareness rises, beverage brands are betting on low-sugar drinks and functional beverages to cater to evolving tastes.
This trend indicates a broader shift in market dynamics, where affordability, health consciousness, and accessibility are redefining what wins in the beverage space.

Final Thoughts: A Price War That’s Reshaping the Industry

Reliance has clearly disrupted the market by reviving Campa Cola, using bold pricing tactics and strategic product positioning. The brand has demonstrated that price, when combined with strong distribution and retailer incentives, can be a potent recipe for success by securing a strong 10% market share. However, Reliance needs to concentrate on growing its distribution and optimizing logistics if it wants to keep up this momentum and compete over the long run with multinational behemoths.

The current situation also emphasizes how critical it is to promptly adjust to shifting customer expectations. Businesses that maintain their agility will be better able to prosper in this rapidly changing environment, whether through price strategies or product innovation.

The image added is for representation purposes only