Campa Cola’s ₹10 Revolution: Mukesh Ambani’s Desi Brand Reshapes India’s Cola Wars Against Coca-Cola and Pepsi

Mukesh Ambani’s Reliance Consumer Products has reignited India’s cola wars with the dramatic revival of Campa Cola, a nostalgic homegrown brand now positioned as a direct challenger to global giants Coca-Cola and Pepsi. With aggressive pricing, expansive distribution, and a “Make in India” ethos, Campa Cola is rapidly gaining market share and reshaping the dynamics of India’s ₹60,000 crore soft drink industry.

The Strategic Revival of Campa Cola

Reliance acquired Campa Cola in 2022 and relaunched it in 2023 under its FMCG arm, Reliance Consumer Products Ltd (RCPL), led by Isha Ambani. The brand’s comeback is built on Reliance’s classic disruption model—low pricing, mass availability, and emotional branding. Campa Cola’s 200ml bottle is priced at just ₹10, nearly half the cost of similar offerings from Coca-Cola and Pepsi, triggering a price war that has rattled the incumbents.

At the Reliance AGM in August 2025, Mukesh Ambani declared, “Campa Cola now holds double-digit market share across many states, breaking a 30-year multinational duopoly.” This statement marked a turning point in India’s beverage landscape.

Campa Cola vs Coca-Cola and Pepsi: Market Dynamics

Reliance’s Distribution Power: The Game Changer

Campa Cola’s rapid rise is powered by Reliance’s vast retail and telecom ecosystem. The brand is available across Reliance Fresh, Smart Bazaar, JioMart, and millions of kirana stores linked to Jio’s merchant network. This omnichannel strategy has enabled Campa Cola to penetrate Tier 2 and Tier 3 cities faster than its rivals.

Campa Cola’s Expansion Strategy

The Cola King Responds: Ravi Jaipuria’s Countermove

Ravi Jaipuria, promoter of Varun Beverages—PepsiCo’s second-largest bottler globally—acknowledged the threat during a July earnings call: “Of course, competition is there, however they will get their share, and we will get ours.” Varun Beverages operates 36 bottling plants and generates three-fourths of its ₹12,600 crore revenue from India. However, its stock has declined 22% year-on-year, erasing nearly $4 billion from Jaipuria’s net worth.

Coca-Cola’s Strategic Alliance with Jubilant Bhartia Group

In a parallel move, billionaire brothers Shyam and Hari Bhartia acquired a 40% stake in Hindustan Coca-Cola Holdings for ₹12,500 crore. Their group, which franchises Domino’s Pizza and Dunkin’ Donuts in India, is expected to integrate Coca-Cola products across its outlets, replacing Pepsi. This partnership aims to reinforce Coca-Cola’s footprint in India’s food service sector.

India’s Cola Landscape: Competitive Snapshot

Campa Cola’s Brand Positioning: Nostalgia Meets Nationalism

Campa Cola’s marketing taps into 1980s nostalgia while aligning with the “Make in India” sentiment. The brand’s tagline “Desi fizz, global punch” resonates with younger consumers seeking affordable alternatives and older generations who remember its original avatar.

Challenges Ahead for Campa Cola

Despite its momentum, Campa Cola faces hurdles:

• Brand Recall Gap: Younger consumers are more familiar with Coke and Pepsi.
• Premium Segment Weakness: Campa lacks a strong presence in premium or diet categories.
• Advertising Spend: Global rivals outspend Reliance in media and celebrity endorsements.

Reliance’s Response Strategy

• Launching new variants: Campa Lemon, Campa Orange, and Campa Zero.
• Celebrity endorsements: Rumored tie-ups with Bollywood and cricket stars.
• International expansion: Plans to enter Sri Lanka, Bangladesh, and East Africa.

Disclaimer: This news content is based on verified corporate statements, financial reports, and market data as of October 9, 2025. It is intended for editorial use and public awareness. The information does not constitute investment advice or brand endorsement and adheres to ethical journalism standards.