M&A

M&A

RIL acquires Campa Cola brand for Rs.22-Cr; to re-launch brand by Diwali

Financial Express  

Reliance Industries has acquired soft drink brand Campa from New Delhi-based Pure Drinks Group. The move comes as Reliance Retail announced plans to roll out its fast-moving consumer goods (FMCG) business by expanding the reach of its existing private labels as well as launching new ones and acquiring local brands in the market. Campa will be re-launched nationally by Diwali in three flavours including its iconic Campa Cola version, apart from lemon and orange variants. The brand will be retailed via the chain's own stores as well as local kiranas. The deal is reportedly pegged at INR 22 crore. Campa Cola was launched in the 1970s by Pure Drinks Group; the group was also behind the launch and distribution of Coca-Cola in 1949. Coca-Cola was temporarily shunted out of the country in 1977. Brand Campa Cola was subsequently launched by Pure Drinks and Campa Beverages to fill the gap left by foreign soft drink brands.