Reliance Industries Ltd (RIL) is taking Campa Cola to the Gulf, the first international destination for the cola brand that has disrupted the Indian carbonated soft drinks market, The Economic Times reported, citing unidentified industry executives.
The move comes at a time global cola giants Pepsi and Coca Cola are facing a backlash in the region amid US support for Israel in the latest Gaza conflict.
Campa Cola consignments from India have reached retail stores in Bahrain, the report said, adding that stores in the Sultanate of Oman and Saudi Arabia may be stocked up next.
Though the company plans to import the cola from India into the Gulf for now, a plan to tie up with a local partner for bottling the brand is in the works, the report said, while pointing out that a plant in the Middle East will help Reliance to eventually expand into Africa.
The shipments into Bahrain come before the onset of summer, and their availability may be scaled up soon, ET reported, citing an industry executive.
Reliance Industries did not respond to an emailed query.
Reliance had bought the brand in 2022 before relaunching the drink in 2023 along with two more flavors.
The company has resorted to aggressive pricing, making the drink available at a Rs10, which is pinching rivals such as Dabur, Tata Consumer Products and Varun Beverages.
“A new player (Campa) coming in a with a different price point disrupted the market,” Tata Consumer chief executive officer Sunil D’Souza told analysts during its September quarter earnings call, while also pointing out that the company was making a loss of up to Rs2 per bottle
More Top Stories:
