New Delhi: Reliance has launched Campa Cola in Nepal through a strategic partnership with Nepal’s leading business conglomerate- Chaudhary Group (CG). Reliance Consumer Products Ltd (RCPL), the Reliance Retail subsidiary that bought the brand’s rights in 2022, aims to disrupt the Cola market in Nepal just as it is doing with its Campa Cola brand.
With this launch, Mukesh Ambani aims to leverage his financial and operational might to expand his brands portfolio beyond India, something that Reliance hasn’t been able to do so far with its customer-facing brands.
Just like India, Campa Cola is being offered at competitive price points of Rs.30 for 250 ml of Campa Orange, Campa Lemon and Campa Cola, while its energy drinks come for Rs.40 with its Campa Energy Berry Kick and Campa Energy Gold Boost.
Reliance has seen promising success with Campa Cola, with the brand achieving a 10% market share in certain states in India, despite the company’s primary goal being to gain market dominance at the expense of profitability.
Currently, Pepsi’s distributor Varun Beverages and Coca Cola’s two distributors-Bottlers Nepal Terai (BNT) and Bottlers Nepal Ltd (BNL) have been entrenched in the market and Reliance aims to undercut their dominance using the same playbook its used in India- offer retailers margins they can’t refuse to get them to ditch Coke and Pepsi.
Marketed as a symbol of ambition and grit, Reliance aims to showcase Campa Cola through its vibrant packaging and nostalgic value in Nepal. It has already launched Campa Cola in GCC countries like Oman, Bahrain and Qatar.
