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Campa Cola’s comeback, Indian brand is rattling the giants
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Monday, 13 October, 2025, 08 : 00 AM [IST]
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Abhitash Singh, Mumbai
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The winds of change are gusting through India’s soft drink landscape and leading the push is Campa Cola, now back under Reliance Consumer Products. With aggressive pricing, nostalgia, and nationwide expansion, Campa is turning heads and challenging long-entrenched powerhouses like PepsiCo and Coca Cola.
Campa has quietly rolled out its drinks in multiple states at prices markedly lower than those of multi-nationals. A 200 ml Campa bottle retails at just Rs 10, compared with comparable Coke or Pepsi bottles that cost double for slightly larger sizes. Similarly, a 500 ml Campa bottle goes for around Rs 20, while the rival’s price theirs at Rs 30–Rs 40.
Such pricing is more than just competitive; it's forcing the giants to rethink strategy. Coca Cola and PepsiCo are introducing no- and low-sugar drink variants in smaller pack sizes at Rs 10 in key markets. They’re also considering “B-brands” (cheaper alternative lines) and improving trade margins to distributors and retailers to maintain shelf presence.
Campa’s revival is not just about low cost. Reliance is backing it with a massive investment up to Rs 8,000 crore over the next 12-15 months to expand manufacturing, grow distribution networks, and roll out chilling infrastructure in retail outlets.
There is clear evidence that this strategy is working: in markets like West Bengal, Odisha, Uttar Pradesh and parts of southern India, Campa is gaining share and putting pressure on its competitors. Distributors report that Coca Cola and PepsiCo are responding with localised promotions and margin enhancements.
For now, PepsiCo and Coca Cola retain strong brand equity and nationwide reach. But they are increasingly finding themselves reactive rather than proactive. With Campa undercutting price points and scaling fast, maintaining profitability while defending market share is a balancing act.
Analysts believe that Campa’s growth will depend heavily on its ability to sustain these low-price points without quality compromise, and to build an extensive cold-chain/distribution footprint. If it succeeds, we may see further erosion in the domination of legacy players — especially among price-sensitive consumers in non-metro India.
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