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Billionaire Mukesh Ambani's Reliance re-launched the 50-year-old iconic beverage brand Campa Cola in a new contemporised avatar as it looks to ramp up its own consumer goods offering to take on competition from Adani, ITC and Unilever.
Reliance is launching Campa at a price point of Rs 10 for 200 millilitre (ml), Rs 20 for 500 ml, Rs 30 for 600 ml, Rs 40 for 1 litre, and Rs 80 for 2 litre.
Compared to competition in the aerated beverage space, which includes Coca-Cola and PepsiCo, it has priced its product lower. Coca-Cola has a 250 ml polyethylene terephthalate bottle which retails at Rs 20.
