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India's Reliance launches its own-grown cola brand "Campa" in UAE

India's Reliance launches its own-grown cola brand "Campa" in UAE

Reliance Consumer products, an Indian company, launched Campa Cola in the United Arab Emirates on Tuesday. This was the first time the brand had entered the global market, which is dominated by the U.S. beverage companies PepsiCo, and Coca-Cola.

The FMCG arm Mukesh Ambani’s Reliance Group announced that it had partnered with UAE food and beverage company Agthia Group to launch the product, but refused to disclose any financial details.

This is the first international expansion for Campa Cola since Reliance Industries revived it in 2023. In the 1970s and 80s, it was a popular brand. However, its popularity waned when PepsiCo entered India in 1992 and gained in prominence.

Agthia CEO Alan Smith stated that "we believe (Campa will) strongly resonate with both the Indian expatriate population in the UAE and local consumers alike."

Campa Cola will be competing directly with Coca-Cola, Pepsi and other local brands when it enters the rapidly expanding soft drink market in the UAE. Statista estimates that the market is worth around $1 billion.

Reliance Consumer announced that the Campa portfolio will include Campa Cola and Campa Lemon in the UAE, as well as Campa Orange, Campa Zero, and the sugar-free version. The original red and purple packaging will be used. (Reporting by Kashish Tandon in Bengaluru; Editing by Shinjini Ganguli)

(source: Reuters)