A Jio moment in cola war? Reliance ups the ante with iconic brand Campa

Brand to be launched across the country, beginning with Andhra Pradesh and Telangana

Can Reliance play the price warrior combined with leveraging its own retail distribution to take on the might of global beverage giants Coke and Pepsi?

On Thursday, Reliance Consumer Products Ltd (RCPL) which had bought retro brand Campa Cola from Delhi-based Pure Drinks for Rs 22 crore a few months ago, announced the launch of the brand across the country beginning with Andhra Pradesh and Telangana.

Brands that have passed into history are rarely revived but Reliance is re-launching Campa Cola which used to be popular in the 1970s, especially in north India.

Initially, when Coke exited India, Campa Cola thrived. When both Coke and