Campa Cola's Resurgence Sparks Intense Competition in India's Beverage Market

March 23, 2025

The reintroduction of Campa Cola by Reliance Consumer Products Limited (RCPL) has ignited a fierce battle in India's beverage sector, with industry giants Coca-Cola and PepsiCo launching aggressive strategies to maintain their market dominance.

Campa Cola's Strategic Relaunch

Originally a popular soft drink in the 1970s and 1980s, Campa Cola experienced a decline with the entry of international brands in the 1990s. In 2022, RCPL acquired the brand and relaunched it in 2023, offering cola, orange, and lemon variants. The company adopted a disruptive pricing strategy, introducing a zero-sugar variant at ₹20 for a 200 ml can, aiming to cater to health-conscious consumers.

Global Expansion Efforts

In February 2025, RCPL expanded Campa Cola's footprint to the United Arab Emirates (UAE), marking its first international venture. Partnering with UAE-based Agthia Group, RCPL aims to tap into the region's $1 billion soft drinks market, targeting both the Indian expatriate community and local consumers.

Coca-Cola and PepsiCo's Countermeasures

In response to Campa Cola's aggressive pricing and expanding presence, Coca-Cola and PepsiCo have introduced no-sugar and light variants in smaller packs priced at ₹10. Brands like Thums Up X Force, Coke Zero, Sprite Zero, and Pepsi No-Sugar are now available at these competitive price points, a first for their Indian operations. This move aims to capitalize on the growing demand for healthier beverage options and to counter Campa Cola's market penetration.

Market Dynamics and Future Outlook

The ₹10 beverage segment has become increasingly competitive, with multiple brands vying for consumer attention. The onset of summer is expected to further intensify this competition, as companies strive to capture a larger share of the market. Industry analysts predict that this pricing war will benefit consumers, offering them a wider array of affordable beverage choices.

As Campa Cola continues its resurgence and expansion, the Indian beverage market is set for a dynamic and competitive phase, promising exciting developments in the near future.