Jobaaj Stories
Campa Cola’s ₹10 Pricing Reshapes India’s Beverage Market, Hits ₹1,000 Crore in 18 Months
Reliance Consumer Products has sparked a major shift in India’s beverage industry by reviving the nostalgic Campa Cola brand with an aggressive pricing strategy. In just 18 months since its relaunch, Campa Cola has crossed ₹1,000 crore in revenue—a milestone that has shaken up established giants like Coca-Cola and Pepsi.
The ₹10 Game-Changer
At the heart of this turnaround is a smart move—launching a 200 ml PET bottle of Campa Cola for just ₹10. That’s nearly half the price of similar products from major brands, yet it delivers the same familiar taste and fizz that many Indians remember.
This affordable price point quickly connected with budget-conscious Indian consumers. But price wasn’t the only tactic at play. Reliance also offered better margins to retailers—around 6–8%, compared to the 3.5–5% offered by global competitors. This led retailers to give Campa Cola more shelf space and better placement in both urban and rural markets.
Campa Cola Goes National—Quietly but Powerfully
Instead of splurging on massive ad campaigns, Reliance took a different route. It became a co-presenting sponsor of IPL 2025, spending ₹200 crore to get nationwide visibility through India’s biggest sports event. This strategy helped Campa Cola quietly become a household name, showing up in stores, on screens, and in conversations.
Today, Campa Cola is stocked in over 18,900 stores and widely available through Reliance’s own platforms like JioMart and Sahakari Bhandar.
₹10 Revolution: More Than Just Cola
Reliance is building an entire product portfolio around the ₹10 price point:
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RasKik – a ₹10 glucose drink
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Spinner – a ₹10 sports drink created with cricketer Muttiah Muralitharan
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Independence Water – 750 ml packaged water for ₹10
This model of affordable pricing is giving Reliance an edge in small towns and villages, where many stores are already reporting Campa stock shortages and long wait times due to surging demand.
Big Brands Feel the Heat
Reliance’s disruptive approach is pushing global players into a corner. Coke and Pepsi are cutting prices, rolling out combo deals, and launching new campaigns to retain market share—but their efforts look reactive.
Just like it transformed the telecom sector in 2016 with ultra-cheap data, Reliance is now doing something similar in FMCG—with something as simple as a ₹10 drink.
