Reliance Consumer Products Limited (RCPL), the FMCG subsidiary and wholly-owned entity of Reliance Retail Ventures Limited (RRVL), has announced the expansion of its beverage portfolio with the introduction of Campa Cricket, a lemon-flavored carbonated drink.
This strategic move is a stepping stone towards RCPL’s future plans to enter the sports hydration market and compete with established brands like Gatorade and Limca Sportz. The decision aligns with India’s participation in significant sporting events, including the ongoing Asia Cup and the forthcoming ICC World Cup.
Campa Cricket will be rolled out in several states, encompassing Karnataka, Tamil Nadu, Andhra Pradesh, Telangana, Gujarat, Maharashtra, West Bengal, and Uttar Pradesh.
A spokesperson from RCPL highlighted, “Campa Cricket aims to establish a strong bond between the Campa brand and one of India’s greatest passions, cricket. While the beverage is enriched with electrolytes to replenish essential salts, it also offers a fizzy lemony refreshment for cricket enthusiasts, whether they are cheering for their favorite cricketers or carrying out their daily routines.”
Campa Cricket will be available in various formats, including a convenient 250ml pack priced at Rs 20 and a shareable 500ml pack priced at Rs 30.
The company further emphasized its commitment to providing high-quality and innovative products to Indian consumers at attractive price points. This launch strengthens RCPL’s expanding beverage range, which includes offerings from Campa, Raskik, and Sosyo Hajoori.
In 2022, Reliance acquired Campa Cola, a former popular alternative to established cola brands, from New Delhi-based Pure Drinks Ltd. Additionally, last month, Reliance Consumer Products Ltd expressed its plans to introduce the Campa Cola beverage brand to international markets, commencing with regions in Asia and Africa.
RCPL’s diverse FMCG portfolio currently encompasses daily essentials under its Independence brand, confectionery from Lotus Chocolates and Toffeeman, Sri Lanka’s leading biscuit brand Maliban, Alan’s Bugles corn chips, and a wide range of home and personal care products under brands like Dozo, Enzo, and Get Real.
As the packaged consumer goods division of Reliance Industries Ltd, RCPL operates as a wholly-owned subsidiary of Reliance Retail Ventures (RRVL).