How Reliance is quietly shaking up India’s ?67,100 crore beverage market.
May 19, 2025
Campa Cola was once a forgotten brand. Reliance's Campa Cola has entered the cola market with a disruptive pricing strategy, offering a 200 ml bottle for just ?10
Today, it’s the reason Coca-Cola and PepsiCo are nervous.
In just 18 months, Campa has crossed ?1,000 crore in revenue.
It now holds over 10% market share in sparkling beverages in some states.
That’s big.
Especially when stacked against the giants:
Varun Beverages, Pepsi’s bottler in India, clocked ?14,703 crore in FY24.
Hindustan Coca-Cola Beverages earned ?14,236 crore.
Campa is still smaller—
But its growth speed? Unmatched.
The secret?
A ?10 cola bottle.
That’s where the disruption began.
A 200 ml PET bottle for ?10.
Half the price of Pepsi or Coke.
Same fizz. Same vibe. Half the cost.
For a price-sensitive market like India, that’s powerful.
But it wasn’t just pricing.
Reliance gave retailers what others didn’t—higher margins.
While Coke and Pepsi typically offer 3.5–5%, Campa offers 6–8%.
- Retailers are happy
- They push Campa more
- Shelves are being rearranged
- Campa is getting prime spots in local shops
The shift is visible—
Not just in metros, but in Tier II and Tier III cities.
Smaller towns. Rural belts. Places where affordability matters more.
Reliance isn’t splurging on ads like the MNCs.
But it did bag the co-presenting rights for IPL 2025—?200 crore spent on visibility.
Now, Campa is on-screen every match. Every timeout. Every break.
Distribution? Classic Reliance.
18,900+ stores. JioMart. Sahakari Bhandars. Kirana shops.
Campa is reaching the last mile. And it’s showing.
And Campa isn’t alone anymore.
Reliance has launched:
- RasKik – ?10 glucose drink
- Spinner – ?10 sports drink co-created with Muttiah Muralitharan
- Independence water – ?10 for 750 ml
This isn’t just about products.
It’s a portfolio strategy.
Reliance is betting big on the ?10 price point—
A space long abandoned by global giants.
Now, they’re reviving it. And dominating it.
And the numbers prove it.
Distributors report 20–45 day wait times for Campa stock in some markets.
Demand is outpacing supply.
Some even say: “Campa is sold out for summer.”
Meanwhile, Coke and Pepsi are reacting—
Cutting prices. Pushing combos. Launching new ads.
But they’re following.
Reliance is leading.
All of this from a company that entered FMCG just two years ago.
Telecom disruption began with ?0 calls.
The beverage disruption?
It started with a ?10 cola.
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