Hyderabad (Telangana) [India], April 18: India’s ₹67,100 crore beverage market is witnessing a revolution. At the centre of this transformation stands Campa Cola, a nostalgic name now reimagined and reignited by Reliance Retail.
In what can only be described as a masterclass in strategic disruption, Praneeth Ponakala – visionary entrepreneur, digital strategist, and founder of the Praneeth Group of Companies – offers a deep-dive analysis into how Campa Cola is reshaping the dynamics of India’s cola wars.
With decades of experience in marketing and consumer behaviour, Praneeth brings sharp insights into what is fast becoming one of the most riveting business stories in the country. His breakdown of Campa Cola’s resurgence reveals not only how it gained market traction in record time but also what it signals for the broader Fast-Moving Consumer Goods (FMCG) industry.
The Campa Cola Comeback: From Nostalgia to ₹1,000 Crore Powerhouse
Once a household name in the 80s and 90s, Campa Cola had faded into obscurity, overtaken by global giants Coca-Cola and Pepsi. But in 2022, Reliance Retail acquired the brand and began its resurrection. What followed was nothing short of extraordinary.
In just 18 months, Campa Cola skyrocketed to ₹1,000 crore in revenue, claiming over 10% market share in key Indian states like Uttar Pradesh, Bihar, and Maharashtra. Such explosive growth has not been seen in this sector in recent times.
According to Praneeth Ponakala, the secret sauce behind Campa’s rise lies in three core strategies:
- Aggressive Pricing
- Retailer-Centric Distribution
- A ₹10 FMCG Portfolio Strategy
Praneeth’s Analysis: A Disruption-First Playbook
Praneeth emphasises the boldness of Campa Cola’s ₹10 pricing strategy. A 200ml bottle priced at ₹10 directly targets price-sensitive consumers while undercutting both Coke and Pepsi by nearly 50%. This price disruptor strategy aligns with Reliance’s broader philosophy: democratising access while gaining market share.
“Reliance isn’t selling a product; they’re offering a portfolio of affordable indulgence,” says Praneeth. “In markets where a ₹10 price point means everything, Campa has become a symbol of choice and value.”
But it doesn’t stop at pricing. Reliance is leveraging its massive network to flood kirana stores, general merchants, and highway stalls with Campa Cola and its siblings – RasKik juices, Independence water, and Spinner energy drinks. The retailer margins offered are higher than what MNCs typically offer, making Campa more attractive at the grassroots level.
“Retailers are brand advocates now,” adds Praneeth. “They’re not just selling Campa; they’re pushing it forward because the economics work in their favour.”
Rewriting the FMCG Rulebook: Reliance’s ₹10 Revolution
Reliance is playing the long game. By reviving Campa Cola and launching other products like RasKik and Independence water, it is targeting a segment that global players abandoned — the ₹10 price point. This was once the most lucrative segment in India, but rising input costs and margin pressures forced MNCs to move upmarket.
Praneeth sees this move as a conscious reinvention of the FMCG battlefield.
“This is not about beating Coke or Pepsi. It’s about owning the value segment they left behind. Reliance is using nostalgia, affordability, and deep distribution muscle to build loyalty at scale,” he explains.
And it’s working. The move has revived an emotional connection with Gen X and older millennials who remember Campa Cola fondly, while introducing it as an affordable trend to younger generations.
Implications: The Cola Wars Just Got Interesting
The success of Campa Cola has sent ripples through the beverage industry. Coca-Cola and PepsiCo are now under pressure to re-evaluate their strategies for India. Local competitors are watching too, many of whom are likely to emulate Reliance’s pricing and distribution play.
As Praneeth notes, “This is just the beginning.” The cola wars of the past were about taste and global branding. The wars of the future? They will be won on pricing power, local relevance, and distribution supremacy.
The Road Ahead: Will Reliance Dominate the Beverage Sector?
Praneeth believes that Campa Cola’s rise is a case study in modern-day business disruption. Reliance’s ability to identify consumer gaps, deploy a massive supply chain, and reinvigorate a legacy brand is unmatched.
More importantly, the lessons extend beyond cola. Any brand eyeing success in India’s mass market must now rethink product pricing, accessibility, and channel loyalty.
As the war for Indian consumers intensifies, Campa Cola’s journey will remain a reference point — and Reliance’s ₹10 strategy may well become the blueprint for FMCG innovation in emerging markets.
Conclusion: A Legacy Reinvented, A Market Redefined
Thanks to sharp minds like Praneeth Ponakala, we now have a front-row view into the mechanics of India’s new cola age. This is more than a brand revival — it’s a seismic shift in consumer strategy. In the words of Praneeth:
“Reliance isn’t just playing the game; they’re changing the field.”
For further information, visit Praneeth Media on LinkedIn
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