How Reliance's ₹10 Strategy Turned Campa Cola into a ₹1,000 Crore Powerhouse in 18 Months

From forgotten fizz to billion-rupee buzz — the Campa Cola comeback is a masterclass in business reinvention. And at the heart of it? A humble ₹10 price tag.

When Reliance Consumer Products, a part of Mukesh Ambani’s sprawling empire, acquired the nostalgic Indian soft drink brand Campa Cola in 2022, not many expected what came next. Once a household name in the ’80s, Campa had fizzled out post-liberalization when global giants like Coca-Cola and Pepsi entered the market.

But Ambani had other plans — and a killer pricing strategy to back it.

In March 2023, Reliance relaunched Campa Cola across India — but with a twist: a 200ml bottle priced at just ₹10. In an era where a can of cola costs ₹40 and a regular bottle ₹20-30, this disruptive pricing hit the sweet spot for millions of price-conscious Indian consumers.

The move wasn’t just about undercutting competitors — it was a volume game. By making Campa Cola cheaper than a packet of chips, Reliance ensured mass consumption. The brand was suddenly everywhere — from kirana stores to college canteens to highway dhabas.

Reliance didn’t stop at pricing. It leveraged its unbeatable retail network — over 18,000 Reliance Retail outlets, JioMart, and kirana partners — to flood the market. You couldn’t miss Campa Cola even if you tried.

The nostalgia angle worked too. Millennials remembered the old jingle, Gen Z loved the retro vibe, and everyone appreciated the desi alternative to foreign colas.

₹1,000 Crore in 18 Months — A Case Study in Disruption

Just 18 months after its relaunch, Campa Cola isn’t just a comeback — it’s a commercial coup. Clocking over ₹1,000 crore in sales, the once-forgotten fizzy drink has shaken up the cola wars and proven that with the right strategy, even nostalgia can scale.

So, what fuelled this meteoric rise?

• ₹10: The Magic Price Point- A pocket-friendly price that made Campa the go-to refreshment for the masses — from students to daily wage workers.

• Desi by Design- Reliance positioned Campa as India’s own cola, striking a chord with those who wanted an alternative to multinational giants.

• Distribution Domination- Backed by Reliance Retail’s massive ecosystem, Campa reached every corner of the country — fast, wide, and deep.

• Nostalgia, Bottled- The brand tapped into India’s emotional memory — turning Campa from a drink into a sentiment, a reminder of simpler times.

Campa Cola didn’t just come back — it came back smarter, sharper, and stronger.

Reliance didn’t just stop at the cola. It launched Campa Lemon and Campa Orange, attacking every segment of the soft drink market. Each came with competitive pricing and mass availability — making it tough for even established players to keep up.In a market where giants dominate and attention spans are short, Reliance proved that with the right pricing, placement, and purpose, even a brand that fizzled out decades ago can rise like a phoenix — and take the fight straight to the top.

Campa Cola isn’t just a soft drink anymore. It’s a symbol — of reinvention, ambition, and the power of a ₹10 idea.