Key Points
New Delhi: A cola price war is brewing, with Reliance Consumer Products (RCPL) taking its Campa range of soft drinks - sold at half the price of Coca-Cola and PepsiCo brands - to multiple new markets ahead of the festive season...
"The multinational brands have not dropped prices immediately, but are stepping up tactical promotions at local retailers and cross-promotions and bundling on quick-commerce platforms," a beverages industry executive said...
The FMCG arm of Reliance Retail forayed into the Indian soft drinks market dominated by Coca-Cola and PepsiCo in 2022 by launching the Campa range in multiple pack sizes and flavours at significantly lower price points than established rivals in select markets...
After the slow start, RCPL is now scaling up the Campa brand across various markets including the southern states, West Bengal, Bihar, Odisha and parts of Uttar Pradesh at disruptive prices, executives in direct knowledge of the developments said.. "RCPL has hinged its FMCG strategy on affordable pricing across categories including beverages, biscuits, confectionery and detergents, at price points 30-35% lower than rivals," another industry executive said..
Responding to an analyst question about the potential impact of Campa, RJ Corp chairman Ravi Jaipuria, whose group company Varun Beverages bottles and sells PepsiCo's products, had recently said the market is growing at a pace where there is enough room for new players to come in...
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