 "Muttiah Muralitharan's Ceylon Beverages to fill Campa cans for Reliance")
Reliance Consumer Products (RCPL) has tied up with Sri Lanka's Ceylon Beverage International to co-pack and manufacture the cans for Campa soft drink, The Economic Times (ET) reported. Ceylon Beverages is promoted by former cricketer Muttiah Muralitharan and is one of Sri Lanka's largest can and filling companies.
The co-packing partnership has already been signed, and the two companies are close to signing the deal to set up manufacturing units in India for Campa soft drinks. Reliance will also reportedly get distribution rights for some of Cylon's products in India.
An executive aware of the matter was quoted in the report as saying, "While Reliance is currently importing the cans of Campa from Sri Lanka, Ceylon Beverage International plans to also set up manufacturing units in India for RCPL."
Ceylon Beverages was established in 2020 and partners with several companies making mineral water, energy drinks, soft drinks and flavoured milk in cans. It has an hourly output of over 48,000 cans and 34,000 bottles. The company's plant is equipped to fill 300 million cans per year.
The Reliance Group acquired Campa from Pure Drinks last year for an estimated Rs 22 crore. This is Campa's first scale manufacturing partnership in India for cans. With these steps, the company is gearing up to compete with Coca-Cola and Pepsi.
Last month, RCPL and B2B e-commerce company udaan entered into a partnership for the pan-India distribution of beverage brand Campa's range of products.
RCPL's range of Campa beverages will be initially available in over 50,000 retailers and Kirana stores, which will gradually expand to over 1 lakh retailers and Kirana stores in the next two months, udaan had said.
"We believe that the large retailer base combined with a cost-effective distribution network places udaan in a unique position to serve the needs of RCPL for deeper market penetration for the 'Campa' range across Bharat," udaan's Head for FMCG Business Vinay Shrivastava had said.