- Reliance Consumer Products Ltd is expanding its footprint in the Middle East by launching its popular beverage brand, Campa Cola, in the UAE
- The company last week disclosed its sponsorship deal ₹200 crore for the upcoming IPL T-20
Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, has announced the launch of its iconic soft drink brand, Campa Cola, in the United Arab Emirates (UAE). The launch was unveiled at the ongoing Gulfood event, which is the world’s largest F&B sourcing exhibition.
According to a statement, this strategic move is being made in partnership with Agthia Group, a prominent player in the region’s food and beverage sector.
Follow us to stay updated on your favorite messenger app!
With the launch of Campa Cola in the UAE, RCPL is making its inaugural foray into the region. As stated, “This debut marks RCPL’s first entry into the United Arab Emirates and reaffirms its long-term commitment to the region.”
RCPL ventured into the soft drink market by acquiring the iconic brand Campa Cola in 2022 and subsequently relaunched it in 2023.
Ketan Mody, COO of Reliance Consumer Products Ltd (RCPL), expressed enthusiasm about the company’s entry into the UAE market with Campa, highlighting the brand’s rich Indian heritage spanning over five decades. “We are excited to enter the UAE market with Campa, a heritage Indian brand founded more than 50 years ago. We are investing for the long term and see great potential for accelerated growth in the region. We have a track record of delivering innovative and global quality products at affordable prices to customers.”
Mody added that the launch of Campa Cola is expected to generate excitement among consumers in the UAE, while also evoking a sense of nostalgia among Indian expatriates, reconnecting them to their heritage. The announcement was made at Gulfood 2025, which is taking place from February 17 to 21.
Agthia’s CEO, Alan Smith, stated, “This iconic brand holds deep nostalgia for many, and we believe it will strongly resonate with the significant Indian expatriate community in the UAE, and local consumers alike. With our robust distribution network and market expertise, we’re excited to reintroduce Campa Cola to a new generation of consumers in the UAE.”
Agthia Group PJSC is an Abu Dhabi-based F&B company, and a subsidiary of ADQ, a prominent holding company with a wide-ranging portfolio of key sectors in Abu Dhabi’s businesses.
Campa Cola Steals ₹200 Crore IPL Sponsorship
Last week, the company revealed that it has acquired a major sponsorship deal for the IPL T-20 season, committing ₹200 crore. This deal will see Campa take the spot previously held by Coca-Cola’s Thums Up, which also had a ₹200 crore deal. The upcoming IPL season is scheduled to run from March 21 to May 25.
According to an executive with knowledge of the deal, Campa’s acquisition of the co-presenting/co-powered sponsorship slot is a significant move, particularly given the brand’s previous limited market presence. “The co-presenting / co-powered property is a plum slot,” the executive noted. With all major cola companies now competing nationally, Campa’s decision to secure such a prominent national property indicates its ambition to rapidly expand its presence across India.
Reliance Consumer Products Ltd (RCPL) is gearing up for a major marketing push during the IPL, not just for Campa, but also for its newly launched sports drinks, Spinner and RasKik Gluco Energy. Priced at ₹10 each, these products will be heavily promoted and advertised during the tournament. The timing is strategic, as the summer months from March to July typically account for more than half of the annual sales of soft drinks, according to an Economic Times report.
Ex-Sri Lankan cricketer Muttiah Muralitharan has co-developed a sports drink called Spinner with RCPL, which has partnered with five IPL teams: Lucknow Super Giants, SunRisers Hyderabad, Punjab Kings, Gujarat Titans, and Mumbai Indians.
In contrast, Coca-Cola will maintain its existing partnerships with Chennai Super Kings and Kolkata Knight Riders. The beverage giant also plans to capitalize on its partnership with Domino’s, a food chain boasting over 2,000 outlets in India.
This partnership comes on the heels of Jubilant FoodWorks’ acquisition of a 40% stake in Hindustan Coca-Cola Beverages (HCCB), a Coca-Cola bottling subsidiary, in December.
ⓘ LAFFAZ is not responsible for the content of external sites. Users are required to read and abide by our Terms of Service.
