Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, has launched its soft drink brand Campa Cola in the United Arab Emirates (UAE) at the ongoing Gulfood, a major food and beverage (F&B) sourcing event. This marks RCPL’s first entry into the UAE market. Campa Cola is a heritage Indian brand that was revamped by RCPL after it acquired the brand in 2022 and relaunched it in 2023. The brand is being introduced in the UAE through a partnership with Agthia Group, a leading F&B company in the region.
According to RCPL’s Chief Operating Officer (COO) Ketan Mody, the launch of Campa Cola in the UAE marks the company’s long-term commitment to the region and its potential for growth. Mody added that the brand will introduce a new wave of fans across all consumers in the UAE and spark nostalgia amongst Indian expats who will be reconnecting with their roots.
Agthia’s CEO, Alan Smith, expressed his excitement about bringing the iconic brand to a new generation of consumers in the UAE, stating that Campa Cola will strongly resonate with the significant Indian expatriate community and local consumers. With its robust distribution network and market expertise, Agthia is poised to reintroduce Campa Cola to the UAE market.
The launch of Campa Cola in the UAE is seen as a significant milestone for RCPL, which has been expanding its presence in the global market. With this launch, RCPL is likely to tap into the growing demand for international soft drinks in the UAE, which is home to a large number of expatriates from various parts of the world. The brand’s nostalgic value and unique taste profile are expected to resonate with consumers in the region.