Reliance Consumer Products strengthens its bottling play for Campa

Brings in Vinayak Beverages and Jallan as packaging partners; more tie-ups in the works

Reliance Consumer Products is looking to boost its packaging capacity and has brought in Vinayak Beverages and Jallan Food and Beverages as packaging partners for its carbonated drink Campa, according to a person in the know.

It has also recently signed Ceylon Beverage International as packaging partner for Campa. Ceylon Beverage belongs to former cricketer Muttiah Muralitharan. Reliance Consumer Products has entered this strategic partnership as it is looking to package its drinks in cans. The Sri Lanka-based company is also looking to set up manufacturing facilities there and may eventually sell its own beverage brands in the country through a distribution tie-up with Reliance Consumer Products, the source said.

Reliance Consumer Products also has other packaging partners, including Kali Aerated Water Works and Asian Beverages.

Another source said Reliance Consumer is looking to bring more packaging partners onboard as it looks to scale up the reach of its products across the country.

An e-mail sent to Reliance Consumer Products did not elicit any response.

The Mukesh Ambani-led consumer goods company relaunched the 50-year-old beverage brand Campa. It bought the brand in August last year, reportedly for Rs 22 crore from Pure Drinks.

Reliance has launched Campa at a price point of Rs 10 for 200ml, Rs 20 for 500 ml, Rs 30 for 600 ml, Rs 40 for 1 litre, and Rs 80 for 2 litre in three variants -- Campa Cola, Campa Lemon, and Campa Orange.

The company has started the roll-out of its cold beverage portfolio across the country, beginning with Andhra Pradesh and Telangana.

The consumer arm of Reliance Industries announced its foray into the sector last year in August and has added brands like Sosyo Hajoori, a confectionery range from Lotus Chocolate, Sri Lanka’s biscuit brand Maliban, as well as daily essentials under its brands, including Independence and Good Life, among others.

Last month, it also announced the launch of a range of home and personal care products which it has started to push into mom-and-pop stores. With this, it has expanded its FMCG portfolio.