By: Staff Writer
Colombo (LNW):Mukesh Ambani-led Reliance Industries is working tirelessly to maintain its dominance in India’s highly competitive soft drinks market in a strategic move and publicity stunt of linking with renowned Sri Lankan ace spinne Muttiah Muralitharan’s Ceylon Beverage International.
Reliance has tied up with veteran Sri Lankan cricketer Muttiah Muralitharan’s Beverage company to make maximum use of the popular record breaking spin bowler who was a leading weapon of the world cup winning Sri Lanka team of 1996.
As part of the deal, Muralitharan’s company will pack and distribute Campa Cola in aluminum cans adding the Sri Lankan skills and quality in soft drinks industry.
Bringing a new brand and succeeding in the Indian market dominated by leading companies like Pepsi and Coca Cola is not an easy task, an Indian analyst said.
Mukesh Ambani, who is desperate to somehow win this giant competition, launched the decades-old brand Campa Cola in a new avatar blending with Sri Lankan asscence to capture the hearts of the masses and succeed commercially, he claimed. .
Mukesh Ambani’s Reliance, which made a big impact with the introduction of Campa Cola at a lower price in large volumes, is now embarking on a major mission to capture the maximum share of the Indian soft drinks market.
Campa Cola needs to be available in all states and villages across India to increase production rapidly and at the same time put the soft drink in the hands of people in all its forms.
To make this possible, Reliance Industries signed a manufacturing and distribution agreement with Tamil Nadu’s Kalimark brand a few days ago. Following this, Reliance Industries has signed an agreement with the Sri Lankan company.
Ceylon Beverages is expected to set up a packaging plant in India for packaging operations in the near future. Until the plant becomes operational, Ceylon Beverages will manufacture canned Kampa Cola from the Sri Lankan plant and export it to India.
Reliance Consumer Protects acquired Campa Cola from Pure Drinks Group in 2022. After that Reliance Consumer relaunched the brand with a new look. In the first phase it was introduced in Andhra and Telangana market and now it is being introduced in many parts of the country.
