Reliance Consumer Products Expands into Nepal with Campa Launch
Reliance Consumer Products Limited (RCPL), the fast-moving consumer goods (FMCG) arm of Reliance Industries Ltd, has made a significant move into the Nepalese market by launching the iconic Indian brand Campa. This strategic initiative is being carried out in partnership with the Chaudhary Group, a prominent diversified conglomerate.
The launch marks RCPL's first step into the Nepalese market and highlights the company's long-term commitment to the region. Since acquiring Campa in 2022 and reintroducing it to India in 2023, RCPL has successfully revived the heritage brand, positioning it as a strong contender in the Indian soft drink industry.
Ketan Mody, Executive Director at RCPL, expressed excitement about the new venture. He stated, "We are thrilled to enter the Nepal market with our brand Campa in association with our esteemed partner Chaudhary Group. Campa is a heritage Indian brand founded more than 50 years ago that continues to enjoy the love of the consumers. We are investing for the long-term and see great potential for accelerated growth in the region."
Mody added that the brand’s multi-generational relevance resonates with consumers, evoking memories and prompting them to revisit cherished moments. He emphasized that Campa celebrates the spirit of today's youth and their aspirations, expressing confidence that the brand will introduce a refreshing and energizing taste to consumers across Nepal.
Nirvana Chaudhary, Managing Director of the Chaudhary Group, shared his enthusiasm about the collaboration. He said, "We are proud to collaborate with leading global conglomerate Reliance Consumer Products to bring Campa to Nepal. This partnership reflects our dedication to offering consumers high-quality, diverse beverage choices rooted in heritage."
Chaudhary highlighted that the brand is expected to resonate strongly with local consumers who appreciate distinctive beverage options. He added that this strategic alliance not only expands the group’s beverage portfolio but also reinforces its position as a key player in the region's competitive beverage market.
Campa, which already has a presence in Gulf Cooperation Council (GCC) countries, is now set to revolutionize the market in Nepal. The Chaudhary Group’s expertise in manufacturing and distribution within the food and beverage sector ensures a smooth rollout of Campa products across the country.
Campa is positioned as an enabler of grit and determination, celebrating the fearless, never-give-up attitude of today’s youth. It is more than just a beverage; it symbolizes perseverance and ambition, inspiring consumers to embrace challenges with confidence and enthusiasm.
With vibrant packaging and nostalgic charm, Campa is poised to become a favorite among consumers. The Campa Energy line, developed to meet the aspirations of those who strive to go the extra mile, offers affordable options that help boost consumer energy levels.
The initial Campa product portfolio includes Campa Cola, Campa Lemon, Campa Orange, Campa Energy Gold Boost, and Campa Energy Berry Kick. From eye-catching red, purple, and gold packaging to competitively priced products, Campa and Campa Energy are well on their way to becoming a modern-day success story in Nepal.
Pricing for the Campa Carbonated Soft Drink (CSD) bottles—Campa Cola, Campa Orange, and Campa Lemon—stands at NRs. 30 for 250ml. The Campa Energy Berry Kick 250ml PET is available at NRs. 40. This honest pricing strategy is expected to further enhance the brand’s appeal in the Nepalese market.
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