Reliance announces distribution partnership with Udaan for Campa Cola

Reliance Consumer Products stated a pan-India distribution collaboration with eB2B retail and kirana platform Udaan, for its Campa range of soft drinks. Campa, which competes with Coca-Cola and PepsiCo, will be available to over 50,000 retailers, and the distribution coverage is going to grow to over one lakh retailers or kirana stores in the next two months, the company said in a statement.

The three Campa flavours on the Udaan platform will be available under multiple price points, including 200 ml, 500 ml and 2,000 ml family packs for in-home consumption, the statement said. “To create awareness about the availability of the Campa range, Udaan will work on various retailer promotions to drive expansion and increase the buyer base on the platform,” the retailer said.

Udaan recently launched a rural programme called Project Vistaar, which it said is aimed at expanding FMCG and foods products. “As part of the project, Udaan is servicing every rural market up to a population of 3,000. The company aims to expand its reach to over 10,000 towns and villages in the next 10-12 months,” it said, adding that it viewed Project Vistaar as a strategic step towards to bridge the gap between urban and rural markets.

Vinay Shrivastava, head - FMCG business at Udaan, said the partnership will enable deeper market penetration for the Campa range.

The Mukesh Ambani-led Reliance, acquired Campa last year from Pure Drinks group for an estimated Rs 22 crore. It also acquired a 50% stake in Gujarat-headquartered Sosyo Hajoori Beverages and its mainstay beverage brand Sosyo in January this year. Besides Sosyo, Hajoori’s other brands include Kashmira, Lemee, Ginlim, Runner and Opener. Sosyo is a dominant player in Gujarat.