RELIANCE TAKES CAMPA GLOBAL WITH A BIG SPLASH IN SRI LANKA

Reliance Consumer Products partners with Elephant House Beverages to bring the iconic Campa brand to Sri Lanka, blending nostalgia, heritage, and innovation to create a new era of refreshment.

Reliance Consumer Products has taken a bold leap in its global growth journey by introducing the legendary Campa brand to Sri Lanka in partnership with Ceylon Cold Stores, the powerhouse behind Elephant House Beverages. This launch marks a new chapter in the relationship between the two companies, building on their earlier collaboration that successfully brought Elephant House Beverages into the Indian market in 2024. Now, the tables have turned, and one of India’s most cherished beverage brands is making its way into Sri Lankan households.

The move is part of Reliance Consumer Products’ broader vision of transforming its portfolio of iconic brands into global players. Campa, which first captured the hearts of Indian consumers in the 1970s and 1980s, was acquired by Reliance in 2022 and reintroduced to India in 2023 with a modern twist. The brand’s revival has been rooted in a mix of nostalgia and contemporary appeal, offering consumers not just a beverage but a memory, an emotion, and a cultural connection.

Now, Sri Lankan consumers can experience this blend of the old and the new. With the support of Elephant House’s vast distribution network and deep understanding of the local market, Campa enters the scene ready to compete in a diverse and competitive beverage space. The portfolio in Sri Lanka includes Campa Cola, Lemon, Orange, and a high-energy range featuring Campa NRG Gold Boost and Berry Kik. This variety ensures the brand appeals to different tastes, from those seeking a classic cola to consumers looking for a vibrant, energising drink.

Executives from both companies have emphasised that this launch is not just about selling products, but about delivering quality, value, and a shared cultural experience. Ketan Mody, Executive Director at Reliance Consumer Products, highlighted that the partnership is aimed at long-term growth, building trust among consumers, and creating a unique beverage experience in Sri Lanka. For him, Campa represents more than a drink it’s a revival of a legacy that speaks to generations.

From the Sri Lankan perspective, Daminda Gamlath, President of John Keells Consumer Foods Sector, expressed pride in collaborating with one of India’s most influential business groups. He believes this partnership strengthens their beverage portfolio and allows them to bring a trusted, heritage-rich product to consumers while expanding the possibilities in the market.

The timing of this launch is significant. With consumer preferences shifting towards brands that combine authenticity with quality, Campa’s entry taps into a demand for products that carry a story and an emotional connection. By leaning into its heritage while embracing modern branding and flavour innovation, Campa is poised to not just enter Sri Lanka but to establish itself as a household name.

In essence, this launch is a cultural exchange in a bottle a meeting of Indian nostalgia and Sri Lankan freshness. It’s a move that underscores how heritage brands, when reimagined, can transcend borders and bring people together over something as simple and universal as a shared drink.

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