Campa is preparing for a national rollout following its acquisition by Reliance Consumer from the Pure Drinks Group last year
Reliance Consumer Products has entered into a strategic partnership with Ceylon Beverage International, one of the largest beverage can and filling companies in Sri Lanka promoted by former cricketer Muthiah Muralitharan, to co-pack and manufacture its Campa soft drinks cans.
Ceylon Beverage International will co-pack cans for the Campa soft drinks portfolio in India. While the co-packing partnership has been formalised, a deal is also being formalised to set up manufacturing units in India to make Campa’s soft drinks.
Reliance Consumer Products is also likely to get distribution rights for some of Ceylon Beverage International’s brands in India as part of partnership. Ceylon Beverages’ plant is equipped with a capacity of filling 300 million beverage cans per year and has partnerships with international, national, and regional companies.
Reliance Consumer Products, the FMCG arm of Reliance Retail Ventures, is rapidly scaling up reach with small and mid-sized distributors as it plans to ramp up Campa’s presence nationally.