Reliance brings back iconic beverage brand Campa into market

Reliance Consumer Products Limited (RCPL), on Thursday, announced that it is launching the beverage brand Campa, months after Reliance acquired it from Delhi-based Pure Drinks Ltd.

Campa Cola, Campa Lemon and Campa Orange will be launched in the initial stage, according to a press release from RCPL. The products will be available in 200ml, 500ml, 600ml, 1,000ml and 2,000ml packs.

Campa was a popular choice of beverage in the 1970s and 80s before foreign beverage makers like Coca-Cola and Pepsi outsmarted it to gain a major share in the market.

"By presenting Campa in its new avatar, we hope to inspire consumers across generations to embrace this truly iconic brand and trigger a new excitement in the beverage segment. While older family members will have fond memories of the original Campa and cherish the nostalgia associated with the brand, younger consumers will love the crisp refreshing taste," a company spokesperson has been quoted as saying.

The company said it is "truly excited to bring back Campa."

It said the move to launch Campa is in line with RCPL's strategy to promote homegrown brands that can boast of a deep-rooted connection with consumers in the country.