In a surprising yet nostalgic move, Reliance Industries has revived Campa Cola, an iconic Indian brand that once held its ground against global giants like Pepsi and Coca-Cola. This revival signals a potential shakeup in the Indian beverage market, with Campa Cola set to reignite the spirit of competition.
For many, Campa Cola evokes memories of a distinctly “Indian” cola flavor, reminding us of simpler times when it was a go-to refreshment across households. Reliance’s re-launch brings back more than a cola—it brings back memories and a sense of Indian pride. Here is the inspiring history of Campa Cola you should know:
Coca-Cola’s Exit in 1977
The story of Campa Cola wouldn’t exist without a significant political twist in 1977, when the Indian government’s new policy mandated foreign companies to share ownership and production within India. When Coca-Cola declined to comply, it was forced out of the country.
This exit came amidst a wave of nationalism that encouraged self-reliance and the creation of Indian alternatives in various sectors. The government’s stance mirrored the nationalistic mood of the 1970s, creating an opportunity for homegrown brands to take center stage.
The Creation of Double Seven – India’s First Sarkari Cola
In response to Coca-Cola’s exit, the Janata Party introduced Double Seven, India’s first government-backed cola. Named after the year of Coca-Cola’s departure, Double Seven was intended to fill the void in the beverage market, provide jobs, and mark the end of the Emergency era under Indira Gandhi.
Although Double Seven held patriotic appeal, it struggled to capture a loyal following. Competitors like Campa Cola and Thums Up entered the market, quickly overshadowing Double Seven with better branding and taste.
Campa Cola’s Rise – A Brand Born Out of Necessity
The exit of Coca-Cola also left the Pure Drinks Group, Coca-Cola’s former bottling partner, with an uncertain future. Seizing the moment, they launched Campa Cola to sustain their business, preserve jobs, and cater to a growing demand for cola in India.
With a patriotic slogan, “The Great Indian Taste”, Campa Cola struck a chord with consumers looking for local products. The brand quickly positioned itself as a national favorite, embodying the pride and flavors of an Indian-made cola.
Campa Cola’s Popularity in the 1970s and 1980s – The Golden Years
During the late 1970s and 1980s, Campa Cola enjoyed its golden years, with both cola and orange variants becoming household staples. The brand was known for its memorable advertising campaigns, featuring an iconic logo and some of the country’s earliest TV commercials. This helped Campa Cola gain immense popularity, making it a name recognized in nearly every Indian home. Its unique taste and nationalistic branding resonated with the generation that grew up with it.
The Return of Pepsi and Coca-Cola
Campa Cola’s journey took a turn in the early 1990s, when India embraced liberalization under Prime Minister P. V. Narasimha Rao’s government. Liberalization opened doors for foreign brands, allowing Pepsi and Coca-Cola to re-enter the market.
With their large advertising budgets, superior branding strategies, and established global reputation, Pepsi and Coca-Cola quickly regained market share. Campa Cola found it increasingly difficult to keep up, as it lacked the resources to match these multinationals in brand presence and distribution.
Decline of Campa Cola
As Pepsi and Coca-Cola surged ahead, Campa Cola began to recede. It began shutting down its operations in the late 1990s, with bottling plant closures around 1999 in Delhi and other locations.
By the early 2000s, particularly 2001, the company had further curtailed its presence, with its remaining operations centralized in a few locations, including Haryana. The brand ultimately disappeared from the market by around 2012, after facing difficulties competing with the aggressive marketing and distribution strategies of Pepsi and Coca-Cola.
Revival by Reliance – A New Chapter
In 2022, Reliance Industries acquired Campa Cola. Reliance Industries’ acquisition and relaunch of Campa Cola has brought the nostalgic brand back into the market, where it’s now competing strongly with giants like Pepsi and Coca-Cola.
With an aggressive pricing strategy, extensive distribution network, and strategic partnerships—including a robust collaboration with Udaan—Reliance has successfully positioned Campa Cola in local markets across India.
This revival taps into the nostalgia of older generations while introducing the brand to younger consumers, blending its legacy with a renewed appeal for an Indian-made cola that stands as a viable alternative to international brands.
Will Campa Cola Reclaim Its Place?
With Campa Cola’s strong re-entry into the market, its future now hinges on its ability to sustain momentum amid the enduring dominance of Pepsi and Coca-Cola. Reliance’s extensive distribution network and competitive pricing provide a distinct edge, positioning Campa Cola as an affordable, proudly Indian alternative.
The ultimate test lies in whether the brand can rekindle loyalty and nostalgia among consumers while appealing to a new generation. Time will reveal if Campa Cola can reclaim its place as a beloved cola in India’s increasingly competitive beverage landscape.
Image Credits:
Image 3: Image by EL Gringo on Flickr
References:
1. How Campa Cola Ruled The Indian Soft-Drinks Market In The 70s
2. ‘The Great Indian Taste’ is Back: How Campa Cola ruled the country’s soft drink market in the 1970s
3. Campa Cola: Rich History Of The Iconic Soft Drink
4. When Campa Cola used to be a major competitor of Sarkari cola
6. Campa Cola: Rich History Of The Iconic Soft Drink
7. History Of Campa Cola: From Its Launch To End In The Market
