Bottled Brilliance: How a Homegrown Cola Became India’s Soft Drink Sovereign

Campa Cola was created by the Pure Drinks Group, an Indian company owned by Mohan Singh. Pure Drinks Group were the pioneers in the Indian soft drink industry. Mohan Singh’s family had an important role in introducing Coca-Cola to India in 1950. From 1950 to 1977, they were the largest bottlers of Coca-Cola in India until its unexpected and overnight exit from India due to changes in government policies. Jaywantjit Singh, whose great-grandfather was Sardar Mohan Singh introduced Coca-Cola to India in 1950, from 1950 to 1977.

The foundation of Campa Cola emerged from a pivotal moment in Indian economic history. Singh saw this as an opportunity. Pure Drinks possessed an already established infrastructure with 12 bottling plants and a trained workforce exceeding 10,000 people. According to Jaywantjit Singh, as the family already gained considerable expertise in bottling operations, S Daljit Singh decided that we should launch our own soft drink brand with locally developed concentrate – Campa – to fill the space in the market and utilise our resources.

The genesis of Campa Cola wasn’t solely a commercial endeavor. There was an element of national pride involved. By creating a homegrown alternative, Pure Drinks aimed to instill a sense of patriotism in Indians. The emergence of Campa Cola signified more than just the launch of a new beverage; it represented Indian ingenuity and self-reliance in a changing economic landscape. It was positioned as India’s ‘desi’ cola, ready to capture the palates and sentiments of a nation.

Soda Surge: The Billion-Dollar Opportunity in India’s Carbonated Craze

The Indian carbonated soft drinks market is a significant segment of the beverage industry. In 2022, the Indian Carbonated Soft Drinks market generated total revenues of $18.25 billion, demonstrating its considerable size and economic impact.  It’s important to note that market volume excludes powder concentrates, though these are included in the overall market value.  The market is valued according to the retail selling price (RSP), inclusive of any applicable taxes. 

The historical performance of the market has been strong, exhibiting a compound annual growth rate (CAGR) of 19.8% between 2017 and 2022.  This growth reflects increasing consumer demand and the expanding reach of the beverage industry within India.  Moreover, market consumption volume also increased significantly, with a CAGR of 10.2% between 2017 and 2022, reaching a total of 9.29 billion liters in 2022. This increase in volume underlines the growing consumption of carbonated soft drinks across the country.

Looking ahead, the market’s trajectory is projected to accelerate.  The forecast anticipates a CAGR of 22% for the five-year period from 2022 to 2027.  This accelerated growth is expected to drive the market to a substantial value of $49.34 billion by the end of 2027. The impressive projected growth suggests that the Indian carbonated soft drinks market will remain a dynamic and attractive sector for investment and expansion.

Nostalgia Meets New-Age: How Reliance Is Revamping the Desi Fizz

In 2022, Reliance Industries acquired Campa Cola. In March 2023, Reliance Consumer Products announced the relaunch of the Campa brand. Reliance aims to re-establish Campa Cola as a leading beverage brand in India, reconnecting with consumers through a blend of nostalgic appeal and contemporary offerings.

In its original heyday, Campa Cola filled a significant void in the Indian soft drink market, offering a locally produced alternative during a time of limited foreign competition. 

Today, Campa Cola solves:

• The desire for authentic Indian flavors:  By focusing on familiar and appealing cola, orange, and lemon variants, Campa caters to a desire for locally adapted tastes.
• A craving for nostalgia:  For many Indians, Campa Cola evokes fond memories, making it a unique selling point.
• The need for value: To become a mass brand, Campa Cola could leverage competitive pricing to appeal to a broader consumer base.

Business Model:

• Manufacturing & Distribution: Reliance Consumer Products would handle the production, bottling, and distribution of Campa Cola.
• Retail Partnerships: Campa Cola would be available through established retail channels, including Reliance Retail outlets.
• Brand Building: Focused marketing campaigns would leverage nostalgia while appealing to new customers.
• Product Diversification: Explore expanding into other flavors and beverage types.

Revenue Model:

• Sales of bottled soft drinks: The primary revenue stream is generated through retail sales of Campa Cola products.
• Potential Licensing Agreements: Collaboration with other companies might generate licensing revenue.
• Future Product Line Extensions: Exploring new beverage segments can unlock additional revenue streams.

Their return signifies more than just the re-emergence of a brand. It represents the potential for a strong, domestic player to compete in a market dominated by global giants, and to reconnect with a generation that remembers Campa Cola fondly.

A Flavour for Every Flashback: Campa’s New-Age Product Line

Campa Cola, once a beloved household name, has made a triumphant return to the Indian beverage market, offering a diverse range of products and strategic solutions aimed at capturing a significant share of the soft drink industry. The brand’s strategy focuses on leveraging its established heritage while innovating with new flavors and distribution channels.

A Flavor for Every Palate

At the heart of Campa Cola’s resurgence is its comprehensive product portfolio, designed to appeal to a wide range of consumer tastes. The lineup includes both classic flavors and contemporary options, ensuring there’s a Campa beverage for everyone. The core offerings consist of:

• Campa Cola: The flagship cola-flavored beverage, aiming to rekindle nostalgia and offer a familiar taste to long-time consumers, while also introducing the iconic flavor to a new generation.
• Campa Orange: A refreshing orange-flavored soft drink, providing a citrusy alternative to the traditional cola.
• Campa Lemon: A zesty lemon-flavored variant, catering to those who prefer a tangy and refreshing taste.
• Campa Lime & Lemon: A unique combination of lime and lemon flavors, offering a balanced and invigorating beverage experience.
• Campa Lime: A classic lime-flavored beverage, providing a crisp and refreshing taste.
• Campa Cola Zero: A sugar-free version of the classic cola, catering to health-conscious consumers and those seeking a low-calorie option.

Strategic Market Expansion and Distribution

Campa Cola is not just focused on the Indian market. In February 2025, the brand embarked on its first international venture, expanding into the United Arab Emirates (UAE) in partnership with the UAE-based Agthia Group. The initial product offerings in the UAE mirror a selection of the Indian range: Campa Cola, Campa Lemon, Campa Orange, and Campa Cola Zero. These products retain the brand’s original and recognizable red and purple packaging, ensuring brand recognition and consistency.

The distribution strategy in India relies heavily on the extensive network of Reliance Retail, ensuring wide availability of Campa Cola products. Key distribution channels include Reliance Fresh, Reliance Smart, and Reliance Mart stores located across the country. Beyond Reliance Retail, Campa Cola is actively pursuing opportunities to broaden its market reach through e-commerce platforms and partnerships with third-party retail outlets. This multi-channel approach ensures that consumers can easily access Campa Cola products, regardless of their preferred shopping method.

The company emphasizes the use of high-quality ingredients and advanced manufacturing processes to ensure product consistency. A key example of this is the introduction of Campa Cola Zero, which demonstrates the brand’s commitment to catering to health-conscious consumers by providing a sugar-free alternative. 

Furthermore, Campa Cola is proactively integrating sustainability initiatives into its business model. This includes exploring eco-friendly packaging options. Campa Cola is looking into recyclable and biodegradable materials to reduce its environmental impact. The company is also implementing water-efficient technologies in its manufacturing processes. This is vital for conserving resources and minimizing its ecological footprint.

₹1000 Crore and Counting: Campa’s Financial Fizz Under Reliance

In 2022, Reliance Consumer Products Limited (RCPL) acquired Campa Cola for ₹22 crore, marking a pivotal moment for the iconic brand. In the fiscal year 2024, RCPL, which includes Campa Cola, generated ₹3,000 crore in sales, with Campa Cola contributing ₹400 crore to this total. This performance highlights Campa Cola’s substantial contribution to RCPL’s overall revenue.

Within 18 months of its relaunch under Reliance, Campa Cola achieved ₹1,000 crore in revenue. This is a significant accomplishment in the Indian Fast-Moving Consumer Goods (FMCG) sector. Looking ahead, Reliance Industries has set an ambitious target of achieving ₹1,000 crore in revenue from both Campa Cola and Independence brands for the fiscal year 2025, indicating strong growth expectations for the brand.

The Comeback of Campa: Reimagining the Fizz

Campa Cola’s story is more than just a nostalgic trip; it’s a testament to the cyclical nature of business and the evolving landscape of the Indian soft drink market. The brand, revived by Reliance, aims to recapture its former glory by offering a familiar taste with a modern twist. Their success hinges on understanding the consumer, adapting to changing preferences, and building a robust distribution network.

Campa Cola’s resurgence highlights the potential for homegrown brands to thrive, even against multinational giants. Its journey underscores the importance of innovation, strategic marketing, and a deep understanding of the Indian consumer’s palate. It’s a story that should resonate with aspiring entrepreneurs and business enthusiasts alike.

Inspired by Campa Cola’s comeback? Do you have a unique product or service idea waiting to be unleashed? Don’t let it remain just a thought! Take the leap, research your market, refine your business model, and start building your dream. The Indian market is ripe with opportunity, and your innovation could be the next big thing.

We encourage you to explore other insightful articles on Venture Kites to further fuel your entrepreneurial spirit and gain valuable knowledge about the business world. Discover more stories of innovation, market trends, and strategies for success. Venture Kites is your one-stop resource for navigating the exciting world of startups and established businesses alike.