Reliance Industries is gearing up for a seismic shakeup in India’s beverage market, announcing plans to invest up to ₹8,000 crore over the next 12 months to expand its beverage brands—most notably the iconic Campa Cola. This aggressive move signals Mukesh Ambani’s intent to take on global soft drink titans Coca-Cola and PepsiCo, setting the stage for one of the most closely watched showdowns in the fast-moving consumer goods (FMCG) sector.
Campa Cola, once a household name and a symbol of Indian ingenuity in the 1970s and 80s, is at the heart of Reliance’s beverage revival strategy. After acquiring the brand in 2022, Reliance has been quietly building its distribution, marketing, and manufacturing muscle. Now, with a war chest of ₹8,000 crore, the company is poised to take Campa Cola national—relaunching it with modern branding, new flavors, and a youth-focused marketing blitz.
The investment will also fuel the growth of other brands in its portfolio, including Sosyo, Raskik, and a range of fruit-based drinks and bottled water, all aimed at capturing every segment of India’s rapidly growing non-alcoholic beverages market.
Coca-Cola and PepsiCo have dominated India’s soft drink landscape for decades, investing billions in marketing, distribution, and local partnerships. But Reliance’s entry comes at a time of shifting consumer preferences, with Indian youth seeking both nostalgia and novelty, and a growing appetite for homegrown brands.
Reliance’s vast retail network—spanning over 18,000 stores and a formidable digital presence through JioMart—gives it a unique edge in reach and last-mile delivery. The company is also leveraging its FMCG supply chain, cold storage, and logistics infrastructure to ensure Campa Cola and its other beverages are available from big cities to the smallest towns.
Industry insiders say Reliance’s playbook will focus on three pillars: innovation, localization, and affordability. The company is investing in new product development, including low-sugar and functional beverages, and is working with local farmers to source fruits and flavors that resonate with Indian palates. By controlling the entire value chain, Reliance aims to offer quality drinks at highly competitive prices, undercutting multinational rivals.
A massive marketing campaign is set to roll out across TV, digital, and social media, reviving Campa Cola’s nostalgic appeal while positioning it as a cool, contemporary choice for Gen Z and millennials. Bollywood tie-ups, influencer partnerships, and on-ground events will be key to building buzz and driving trial among younger consumers.
Analysts predict that Reliance’s ₹8,000 crore investment could disrupt the duopoly of Coca-Cola and PepsiCo, forcing the global giants to rethink their India strategies. “Reliance has the resources, distribution, and brand-building expertise to make a real dent in the market,” says FMCG analyst Anjali Mehra. “If they execute well, we could see a new era of competition and innovation in Indian beverages.”
