Campa Cola, the desi cold-drink brand, which once dominated the Indian soft drinks industry in the ’70s and ’80s, is now reviving the brand to bring it back in the mainstream. Campa’s parent company, Pure Drinks Group, aims to make it a national brand again, competing with the likes of Pepsi and Coca-Cola.
The operations are now being managed by Jaywantjit Singh, the great-grandson of Sardar Mohan Singh, founder of the Pure Drinks Group, that launched Campa Cola in the 1970s is now driving the revival.
Currently, Campa Cola is available in almost 80 percent of the states with 13 franchises across different territories in Jammu & Kashmir, UP, Haryana, Punjab, five North East states, Rajasthan, Delhi, Uttaranchal, Himachal Pradesh and Bihar. Now the company is setting up bottling plants in western and southern India.
On this occasion Jaywantjit Singh said, “We have a few franchising plants across India, catering to tier-2 and -3 cities, mainly in the north and northeast markets. We are now setting up a bottling unit in Silvassa with a capacity of 600 bottles per minute, which will cater to the western markets. We also have a presence in Nepal and are looking at southern markets like Chennai. In a way, we are gradually moving to tier-1 cities as well. We are doing about 4 million cases (each has 24 bottles of 250ml).”
Campa Cola has three opportunities — it has strong brand equity in the north, a clear nostalgic value among those who have grown up with the brand and, if the taste is consistent, it will be a good trigger for old memories, Jagdeep Kapoor, CMD, Samsika Marketing Consultants. However, he believes that positioning the brand will be a big challenge for the company.
Kapoor also added, “The brand (Campa Cola) will have to maintain a good balance between the past and the present, a balance between nostalgia and young aspirations.”
Currently, Campa Cola is retailed both in modern trade stores like Reliance Fresh and DMart, as also general stores. In addition to cola, Campa Cola is also available in flavours like orange, lemon, lime & lemon, jeera soda and fizzy apple.