Reliance Consumer Products launches Campa brand in UAE
19 Feb 2025
Reliance Consumer Products (RCPL), the consumer goods arm of Reliance Industries Ltd (RIL) has launched its soft drinks brand Campa in the UAE in partnership with the Agthia Group, a Gulf-based food and beverage company.
The Campa brand made its debut in the UAE at the 30th edition of Gulfood, a major F&B promotion event. The launch of the Campa brand also marks RCPL’s entry into the UAE market.
RCPL CEO Ketan Mody said the Indian beverage brand has potential to grow in the UAE market over the long term. Moreover, he said the 50-year-old Indian brand has the quality and innovation assurance fron the3 Reliance Group.
He said, for NRIs in the Gulf, Campa will revive old memories prompting them to revisit the brand, thereby bringing the new generation also along.
Agthia’s chief executive officer Alan Smith also said that with a significant expatriate Indian community, the Campa brand will have its market share in the UAE. This is expected to resonate in local tastes as well, he added.
Campa sales in the UAE will initially include Campa Cola, Campa Lemon and Campa Orange and Cola Zero.
Campa will vie for market share in the UAE with American brands like PepsiCo and Coca-Cola which currently dominate the beverages market globally as well.
The UAE’s soft drinks market is currently estimated at $1 billion, and growing rapidly, according to research firm Statista·
Last year, RCPL teamed up with Sri Lanka-based Elephant House to manufacture, market, distribute the beverages across India.
Elephant House is owned by Ceylon Cold Stores PLC, a subsidiary of John Keells Holdings plc, Sri Lanka’s largest listed company. The partnership will help RCPL expand its market and beverage portfolio, which currently include brands such as Campa, Sosyo and Raskik.
