Mukesh Ambani, known for his market-disrupting strategies, is now turning his attention to the beverage industry. After successfully making waves with Jio, Ambani’s next major move involves Reliance Industries’ latest product: Campa Cola. The company is set to introduce the soft drink to West Asia and Africa, challenging giants like Coca-Cola and PepsiCo with a low pricing strategy and attractive trade margins.
Early Expansion in West Asia
Reports indicate that the first shipments of Campa Cola have already reached retail stores in Bahrain. The company plans to expand its presence gradually, with intentions to reach Oman and Saudi Arabia in phases, aiming for widespread availability across the region by the summer season.
Capitalizing on Regional Sentiments
Reliance is strategically positioning Campa Cola to take advantage of the rising anti-American sentiment in West Asia, driven by the region’s discontent with U.S. support for Israel in the Gaza conflict. This sentiment has negatively impacted sales of American brands like Coca-Cola and PepsiCo. As local consumers seek alternatives, Campa Cola is poised to tap into this emerging demand for non-American products.
Future Expansion and Local Bottling Plans
To strengthen its market presence, Reliance is exploring partnerships for setting up local bottling facilities in key markets, such as Saudi Arabia and the UAE. For the time being, the company will rely on imports from India to meet demand, but establishing local production could further enhance the brand’s reach, especially in Africa, benefiting from the region’s geographic proximity.
Isha Ambani, who heads Reliance’s FMCG and retail divisions, had previously announced plans to take Campa Cola to international markets during the 2023 annual general meeting (AGM), marking a significant step in Reliance’s global expansion strategy.