Masterstroke by Mukesh Ambani as THIS Reliance product goes global, now available in..., name is...
In another major business move by billionaire Mukesh Ambani, Reliance Consumer Products Limited (RCPL) the FMCG arm of Reliance Retail, has partnered with Ceylon Cold Stores to launch its Campa brand of beverages in Sri Lanka. According to details, the Campa brand's portfolio in the island nation will include Campa Cola, Lemon and Orange as well as energy drinks such as Campa NRG Gold Boost and Berry Kick. What is the Reliance-Ceylon Cold Stores partnership?
The collaboration is part of a cross-promotional deal between Reliance Consumer Products and Ceylon Cold Stores under which the Mukesh Ambani-led company launched Elephant House beverages in the Indian market in February last year.
'We are excited to enter the Sri Lankan market with our valued partner Elephant House Beverages. Campa is an Indian brand founded over 50 years ago and continues to enjoy love from consumer even today. We are committed to long-term investments and see immense potential for rapid growth in the region,' said Ketan Modi, Executive Director, RCPL.
Modi noted that Reliance has a strong track record of providing the best quality products to customers at affordable prices, and the practice continues with rapid expansion of the Campa brand of beverages. Why John Keells Holdings partnered with Mukesh Ambani's RCPL?
Meanwhile, Daminda Gamlath, President, John Keells Consumer Foods Sector– which owns Ceylon Cold Stores– said the partnership with Mukesh Ambani-led RCPL is aimed at providing high-quality, diverse beverage options to consumers in Sri Lanka, and will help expand the Sri Lankan conglomerate's beverage portfolio, and also strengthen its position as a key local player in the country's competitive beverage market.
Ceylon Cold Stores, the manufacturer of Elephant House beverages, is a John Keells Consumer Foods Sector, the FMCG division Sri Lankan conglomerate John Keells Holdings (JKH).
Mukesh Ambani's Reliance acquired Campa Cola in 2022 for Rs 22 crore, barely weeks after the oil-to-telecom conglomerate forayed into the FMCG sector. In 2023, Reliance's FMCG unit announced the relaunch of Campa Cola, along with two other flavors. Reliance aims to revive the 50-year-old homegrown brand and take on industry leaders PepsiCo and Coca-Cola to capture India's soft-drink market.
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