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Iconic 70s Soft Drink 'Campa Cola' Is Set to Take On The Indian Market

Campa Cola, which fizzled out from the Indian market in 1991, is all set to make a return after a purchase by Mukesh Ambani's Reliance

Campa Cola

Credit: Ritz Magazine

Sentinel Digital Desk

NEW DELHI: If you are a 90's kid, get set for yet another trip down memory lane. A resurfaced 'Campa Cola' is all set to take on the might of established soft drink manufacturers Coca-Cola and Pepsi post Reliance's acquisition of the brand as part of its strategy to scale up its fast-moving consumer goods (FMCG) business.

Campa Cola, a 'desi' alternative to Coca-Cola and Pepsi, was a popular choice for Indians in the 1980's and 1990's. Introduced in the 1970's after Coca-Cola was temporarily asked to leave India in 1977 Pure Drinks Group, which also owns the Le Méridien hotel in Delhi, Campa Cola was asked to leave the country in 1977 by the then Janata Party government over alleged violations of the Foreign Exchange Regulations Act, along with other multinationals including IBM.

It became a part of India's popular culture by virtue of its distinctive ads and quotable catchphrases ("It's time for an extra twist of taste").

Interestingly, Bollywood's 'Bhai' Salman Khan first faced the camera as a fresh-faced teen for a Campa Cola ad.

After acquiring the Cola company from Pure Drinks Group, the Mukesh Ambani-headed group is planning a massive launch this coming Diwali (October 24), said reports.

Apart from the regular cola flavour, Reliance will also introduce lemon and orange flavours available in Reliance retail stores, Jio marts, and traditional grocery stores in every 'nukkad'.

With this, the popular online grocery store "Big Basket" has already rolled out its plan to make this product available to its loyal customers. As per the website, the bottle will come in a packaged 2-litre bottle costing around Rs. 90; however, the product is currently unavailable.

Notably, Reliance shelled out just 0.001 per cent of its net profits in just the first quarter of the current financial year to acquire the company.

The acquisition of Campa Cola comes amid a massive push by Reliance to build its FMCG distribution network as Mukesh Ambani introduced his daughter Isha Ambani as leader of the retail business at Reliance Industries (RIL) 45th annual shareholders meeting on Monday (August 29).

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