'The Great Indian Taste' is back: Reliance relaunches Campa Cola

Prices iconic beverage of the 70s lower than competition

Newly floated fast-moving consumer goods (FMCG) flagship Reliance Consumer Products (RCP) has relaunched the 50-year-old iconic beverage brand Campa and will sell it in general trade after it was pushed out of the market in the late 1990s by competition.

After it bought the brand in August last year, reportedly for Rs 22 crore from Pure Drinks, larger stock-keeping units of the cola were placed at its supermarkets and hypermarkets.

“The Campa portfolio will initially include Campa Cola, Campa Lemon, and Campa Orange in the sparkling beverage category,” the company said in its release.

Reliance is launching Campa at a