Reliance Consumer Products Limited (RCPL), the FMCG division of Reliance Industries, has officially launched its iconic Indian brand, Campa, in the UAE at the 30th edition of Gulfood, the world’s largest food and beverage sourcing event. This marks RCPL’s entry into the UAE market, solidifying its long-term strategic presence in the region. After acquiring Campa Cola in 2022, RCPL successfully revived the heritage brand in India in 2023, bringing back the nostalgic beverage that was a household name in the 1970s and 1980s. The launch in the UAE is being done in collaboration with Agthia Group, a leading food and beverage company in the Middle East.
“We are excited to enter the UAE market with Campa, a heritage Indian brand founded more than 50 years ago. We are investing for the long term and see great potential for accelerated growth in the region. We have a track record of delivering innovative and global quality products at affordable prices to customers. We are delighted to come together with our partners today to transform the beverage experience for consumers across the UAE,” Ketan Mody, COO, Reliance Consumer Products Limited, said.
Campa Cola has been a beloved brand in India since the 1970s, quickly gaining cult status for its distinct taste and vibrant presence in the market. As a homegrown alternative to global cola giants, it became a popular choice among Indian consumers in the pre-liberalisation era. However, following increased competition from international brands, the brand faded from the mainstream in the 1990s. Despite this, Campa Cola maintained a nostalgic place in the hearts of many Indians, especially those who grew up with it during its peak years. Its revival by Reliance Consumer Products Limited in 2023 brought the iconic drink back into the spotlight, tapping into both nostalgia and the growing trend of local brands making a comeback.
“We’re thrilled to partner with Reliance Consumer Products to bring Campa Cola to the UAE. This iconic brand holds deep nostalgia for many, and we believe it will strongly resonate with the significant Indian expatriate community in the UAE, and, local consumers alike. This partnership further strengthens Agthia’s diverse beverage portfolio and reinforces our leadership in the region’s dynamic market. With our robust distribution network and market expertise, we’re excited to reintroduce Campa Cola to a new generation of consumers in the UAE,” Alan Smith, CEO, Agthia, commented.