Reliance: The rest of the FMCG sector! Reliance to Acquire New Brand of Cold Drinks by Investing Rs 22 Crore Check News in Detail

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Reliance: The rest of the FMCG sector! Reliance to Acquire New Brand of Cold Drinks by Investing Rs 22 Crore Check News in Detail

Reliance Industries acquires cold beverage brand Campa as part of FMCG business expansion. The Campa Cola brand was once among the leading companies in the market. According to sources, the brand could hit the market in October, in time for Diwali.

According to sources, Reliance has acquired Campa for Rs 22 crore. It was bought by a company linked to the Delhi-based Pure Drinks group. According to sources, Reliance Industries future plans are to launch the new cold drink in cola, lemon and orange flavors. The brand could then become a direct competitor of Coca-Cola and PepsiCo. In other words, Campa has been gradually disappearing from the market since the 1990s, mainly for these two companies.

The product will be available at Reliance Retail, JioMart and Kirana stores. In other words, where Reliance Industries products are available for purchase from.

The acquisition of Campa Company is actually Reliance’s strategy to increase its presence in the market. Isha Ambani, Director of Reliance Retail Ventures Ltd (RRVL) said at the 45th Annual General Meeting: “During the current year, we will launch our FMCG product business.

Reliance Retail was also launched on WhatsApp with a partnership between Meta and JioMart. The company is in good talks with an edible oil brand and Namkin and a soap brand. According to a source within the private company, Reliance has identified around 20 potential brands that could be acquired to bolster its FMCG business. A few trades have already fallen due to high valuations. Reliance’s strategy is to go for small-scale transactions worth a few crores.
In 1990, Campa, Thums Up, Gold Spot and Limca were competitors in the soft drink market.

It has tried several times to re-enter the market, most recently in 2019, but failed to tackle Coca-Cola due to a lack of financial strength.

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