Reliance takes Campa Cola to Gulf markets, sets sights on Africa next

Reliance Industries is gearing up to introduce its cola brand, Campa Cola, in West Asia, marking its first foray into the export market, according to a report by sources.

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Reliance takes Campa Cola to Gulf markets, sets sights on Africa next
Reliance Industries is gearing up to introduce its cola brand, Campa Cola, in West Asia, marking its first foray into the export market, according to a report by sources.
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Known for disrupting the Indian carbonated soft drink industry, Campa Cola's low pricing strategy and attractive trade margins have unsettled major players like Coca-Cola and PepsiCo.

 Initial consignments from India have already reached retail stores in Bahrain, with plans to expand to countries such as Oman and Saudi Arabia in phases.

The company aims to progressively scale up its availability across the region before the summer season, the report said.

Reliance Consumer Products (RCPL), the FMCG arm of Reliance Industries, seeks to capitalise on a wave of anti-American sentiment in West Asia.
Reports suggest that calls to boycott American products, driven by US support for Israel in the Gaza conflict, have dented sales for Coca-Cola and PepsiCo in several Gulf nations.
Local consumers are increasingly turning to alternative brands, creating a favorable environment for Campa Cola's entry.  
Reliance is also exploring partnerships to establish local bottling facilities in key markets such as Saudi Arabia and the UAE. For now, the company will rely on imports from India.
A local bottling base could further facilitate Campa Cola's entry into Africa, given the Middle East's geographic proximity to the continent.  

 

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