Reliance Consumer Products Ltd (RCPL) and Ceylon Beverage International have partnered for the contract packaging of the Campa-Cola beverage brand’s canning operations in India.
Ceylon Beverage International, promoted by former cricketer Muttiah Muralitharan and based in Sri Lanka, will co-pack cans for the Campa soft drinks portfolio in India.
Reports suggest that the agreement may also grant Reliance Consumer the distribution rights for Sri Lanka-based Ceylon Beverage’s energy drinks and juices in India.
To support Campa’s expansion in India, Ceylon is expected to establish a packaging facility in the country since Campa cans are currently imported from a Sri Lankan factory.
Reliance Consumer already has partnerships with various Indian manufacturers and distributors for the Campa brand, including those with Tamil Nadu-based Asian Beverage and Kali Aerated Water Works.
Additionally, Udaan, a B2B e-commerce company, recently announced that it has partnered with Reliance Consumer Products for the pan-India distribution of Campa’s range of products.
According to Udaan, RCPL’s Campa drinks will be accessible in over 50,000 retailers and kirana stores, with the number steadily increasing to over 1 lakh retailers and kirana stores over the following two months.
Vinay Shrivastava, Udaan’s Head for FMCG Business, believes 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.