Reliance Retail Ventures Limited (RRVL)’s FMCG arm Reliance Consumer Products Limited (RCPL) on Friday announced the expansion of its beverage portfolio with the launch of a unique cricket themed drink, Campa Cricket. RCPL is a wholly owned subsidiary of Reliance Retail Ventures Limited. The company has introduced lime-flavoured carbonated drink to cater to cricket enthusiasts across the country. “Campa Cricket has been specially formulated to provide hydration and rejuvenation, both on and off the field,” the company said.
“Campa Cricket aims to forge a strong connection between the brand Campa and one of India’s biggest passions, the game of cricket. While the drink is infused with electrolytes to replenish vital salts, it also provides fizzy lemony refreshment to cricket fans, whether they are cheering for their favourite cricketers or going about their day-to-day chores,” said a spokesperson from RCPL.
RCPL has released two different sizes of the beverage – 250 ml pack priced at Rs 20 and a 500ml pack priced at Rs 30. The beverage is set to be launched in states, including Karnataka, Tamil Nadu, Andhra Pradesh, Telangana, Gujarat, Maharashtra, West Bengal and Uttar Pradesh.
“The introduction of Campa Cricket is a testimony to RCPL’s vision of offering a wide range of high-quality and innovative products to Indian consumers at compelling price points. With this launch, RCPL strengthens its growing beverage range that includes drinks from Campa, Raskik and Sosyo Hajoori,” the company said,
RCPL’s FMCG portfolio currently comprises daily essentials under its own brand Independence, confectionery from Lotus Chocolates and Toffeeman, Sri Lanka’s leading biscuit brand, Maliban, Alan’s Bugles corn chips and a range of home and personal care products under brands such as Dozo, Enzo and Get Real.
RRVL operates an integrated omni-channel network of 18,500 stores and digital commerce platforms across grocery, consumer electronics, fashion & lifestyle and pharma consumption baskets and has partnered with over 3 million merchants through its new commerce initiative. RRVL reported a consolidated turnover of Rs 260,364 crore and net profit of Rs 9,181 crore for the year ended March 31, 2023.