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Reliance Industries, the company of India’s richest man Mukesh Ambani, is working aggressively to dominate the soft drink market. For this, Reliance Industries has launched the decades-old brand Campa Cola in a new avatar. Now new agreements are being made to capture maximum share of this market and to give competition to companies like Pepsi and Coca-Cola.
Muraleedharan’s company will do this work
In this episode, Ambani’s company has made a deal with Sri Lankan veteran cricketer Muttiah Muralitharan’s company Ceylon Beverage International. Under this deal, Muraleedharan’s company will do packing work for Campa Cola in Cane. For this, Ceylon Beverages can set up a packaging plant in India. Until the plant comes up, canned Campa Cola will be imported from Ceylon Beverages’ Sri Lanka factory.
Reliance has done this deal
Reliance Industries has done deals earlier also to capture maximum share in the soft drink market. Reliance Consumer Products, a unit of Reliance Industries, has earlier tied up with Kali Aerated Water Works, a Chennai-based company. The deal is for the manufacturing and distribution partnership of Reliance’s Campa soft drinks range.
Quite a catch in South India
Let us tell you that Kali Aerated Water Works manufactures and sells South India’s popular soft drink brand Bovonto. Bovonto is one of the most popular cola brands in South India and gives tough competition to Coca Cola and Pepsi. Apart from this, Kali Aerated Water Works also manufactures lemon and orange flavored drinks. The company also sells juices and coconut water. The company has more than eight plants. Apart from this, Reliance has also made a deal with Tamil Nadu based company Asian Beverage.
Murli’s energy drink will be available in India
In a Mint news, sources have been told that Muralitharan’s company Ceylon Beverages can prove to be an important partner for Reliance Consumer’s beverage portfolio in the coming times. Under the deal, Reliance Consumer can now see the retail of Ceylon Beverage’s Spinner brand energy drink in India.
Campa has come in a new style
Reliance Consumer had bought Campa Cola from Pure Drinks Group last year. After that Reliance Consumer has launched this classic brand by giving it a new look. It has been introduced in the market of Andhra Pradesh and Telangana. Soon there is a plan to launch it all over India. Recent deals can help Reliance Consumer to expand its network.
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