UDC 339.1
DOI: 10.36871/ek.up.p.r.2025.11.08.008

Авторы

Y. U. Tushar,
Cao Hanwen,
Atif Khan,
Peoples’ Friendship University of Russia, Moscow, Russia

Аннотация

The research question is why Campa Cola is gaining momentum and outmuscling its rivals in the Indian soft-drink market after relaunching in 2023 under Reliance Industries. It discusses how the company has been able to create a pronounced distinction around the brand based on such strategic factors as pricing, distribution and the nostalgia-based marketing which have helped it to overcome the multinational giants like the Coca-Cola and PepsiCo companies. The research is based on Porters Single Diamond Model and triangulated secondary data on Euromonitor, Business Standard and Reliance Annual Reports to evaluate the domestic factor conditions, market demand, supporting industries and firm strategy. The results show that the disruptive pricing of 200ml bottles by Campa Cola (₹10), comprehensive retail channel and emotional cultural positioning has been a fast adoption with a national market share of 5 percent in eighteen months. Nevertheless, the challenges to long-term sustainability are the infrastructure constraints and the changing health-conscious consumption, as well as seasonal demand. To achieve a market share of 8 percent by the year 2030, the study suggests that the company should adopt multi-level strategies which includes low-sugar product innovation, digital distribution growth and environmentally friendly packaging.

Ключевые слова

Product Innovation, Economic Liberalization, Market Competition, Globalization, Indian Soft Drink Industry, Campa Cola, Porter Diamond, Nostalgia Marketing

Список литературы

  1. Ambily A. S., Baby M. B., Sanjith S. R., Ajith A. M., Nivetha S., and Raju S. K. 2024. Soft drink advertisements and evoked nostalgia among consumers: An empirical study in India and Oman.
  2. Badugu D., and Chauhan M. S. S. 2011. Understanding the Indian rural market potential. International Journal of Multidisciplinary Research, vol. 1, no. 6.
  3. Badugu R., Sharma K., and Reddy N. 2011. Pricing dynamics in India’s beverage industry: A case of cola wars. International Journal of Marketing Studies, vol. 3, no. 2, pp. 110–118.
  4. Baisya R. K. 2008. Brand strategy in the Indian soft drink market: Lessons for domestic players. Journal of Business Strategy, vol. 29, no. 3, pp. 45–52.
  5. Baisya R. K. 2008. Changing face of processed food industry in India. Ane Books Pvt Ltd.
  6. Bala D., and Subramanium B. 1996. Strategic alliances for re-entry into abandoned market: a case study of Coca-Cola in India. Journal of Global Competitiveness, vol. 4, no. 1, pp. 142–150.
  7. Bala S., GuptaA., and Verma P. 1996. Coca-Cola and Pepsi in India: Market strategies and outcomes. New Delhi, India: Marketing India Publications. 8. Biswas S. 2010. FDI Inflow in Indian RetailingGrowth Model and Challenges. Indian journal of marketing, vol. 40, no. 12, pp. 19–28.
  8. Business Standard. 2025. Campa Cola’s comeback: How Reliance is shaking up India’s drink market. Business Standard, 19 October. Available at: https://www.business-standard.com/ companies/news/campa-cola-s-comebackhow-reliance-is-shaking-up-india-s-drinkmarket‑124101900625_1.html
  9. BusinessLine. 2023. Campa Cola makes comeback in new avatar under Reliance. The Hindu BusinessLine, 9 March. Available at: https://www. thehindubusinessline.com/companies/campa-colamakes-comeback-in-new-avatar-under-reliance/ article66599914.ece
  10. Chhabra G. K. 2016. Case study of Coca Cola’s ekocool solar Cooler: A frugal innovation serving as a source of sustainable competitive advantage in Rural markets of Northern India. International Journal of Marketing and Technology, vol. 6, no. 7, pp. 119–129.
  11. Dawar N. D. N., and ChattopadhyayA. 2002. Rethinking marketing programs for emerging markets. Long Range Planning, vol. 35, no. 5, pp. 457–474.
  12. Dawar N., ChattopadhyayA., and Mukherjee S. 2002. Distribution networks and competitive advantage in emerging markets. Asian Journal of Marketing, vol. 6, no. 4, pp. 22–38.
  13. Deshpande A. 2020. Campa Cola’s comeback: Competing with global giants in India. Journal of Strategic Marketing, vol. 28, no. 7, pp. 589– 601.
  14. Deshpande A. 2020. Influence of Strategic Branding in Soft Drink Market in Indian and Malaysian Context: Study on Coca Cola to remain Top of the Mind Brand (TOMB).
  15. Dixit G. P. and S. 2025. Campa Cola- Can the Indian Brand Make its Mark? Available at: https:// winnerbrands.in/brand-opinions/the-real-colawars-start-now/
  16. Dubey J., and Patel R. P. 2004. Small wonders of the Indian market. Journal of Consumer Behaviour: an International Research Review, vol. 4, no. 2, pp. 145–151.
  17. Euromonitor International. 2023. Soft drinks in India. Euromonitor International. Available at: https://www.euromonitor.com
  18. Euromonitor International. 2023. Soft drinks: Global industry overview. Euromonitor International. Available at: https://www.euromonitor.com
  19. Food and Agriculture Organization of the United Nations (FAO). 2023. FAOSTAT: Crops and livestock products. FAO. Available at: https://www. fao.org/faostat
  20. Garg P., FarooqiR., GargY., Kala D., and Singh S. 2024. Using nostalgic emotions to revive the Indian ethnic drinks market: Competitive strategy at Paper Boat. South Asian Journal of Business and Management Cases, vol. 13, no. 1, pp. 45–57.
  21. GlobalData. 2023. Reliance Consumer relaunches Campa to take on carbonate majors Coca-Cola and PepsiCo in India. GlobalData Media Centre, 10 March. Available at: https://www.globaldata.com/ media/consumer/reliance-consumer-relaunchescampa-take-carbonate-majors-coca-cola-pepsicoindia-says-globaldata/
  22. Greer G. 2018. Win in India: An Analysis of Market Entry Strategy into India’s Food and Beverage Industry.
  23. Gupta M. K., and Neelesh S. 2010. Marketing Strategies in the Indian Soft Drinks Industry: A Case Study of PepsiCo and Coca-Cola Limited. Indian Journal of Marketing, vol. 40, no. 7, pp. 30–38.
  24. International Labour Organization (ILO). 2023. ILOSTAT database: Average wages by industry and country. ILO. Available at: https://ilostat.ilo. org
  25. Jain R. 2024. The heat is on with Campa this summer of 24, ETBrandEquity.com. Available at: https://brandequity.economictimes.indiatimes. com/news/marketing/the-heat-is-on-with-campathis-summer-of‑24/111622641
  26. Jaipuria R. 2025. Return of Campa Cola is helping expand soft drink market: Varun Bev’s Jaipuria. The New Indian Express, 8 May. Available at: https://www.newindianexpress.com/ business/2025/May/08/return-of-campa-cola-ishelping-expand-soft-drink-market-varun-bevsjaipuria
  27. Majumdar R. 2007. Revival strategies of Indian brands: A case of nostalgia marketing. Management Review, vol. 19, no. 2, pp. 72–81.
  28. Majumdar R. 2007. Product management in India. PHI Learning Pvt. Ltd.
  29. Miller D. 2002. Coca-Cola: a black sweet drink from Trinidad. In Material cultures, pp. 169–187. Routledge.
  30. Reliance Industries Limited. 2023. Annual report 2022–23. Reliance Industries Limited. Available at: https://www.ril.com/ar2022–23
  31. Reliance Industries Limited. 2024. Annual report 2023–24. Reliance Industries Limited. Available at: https://www.ril.com/ar2023–24
  32. Singaram R., RamasubramaniA., MehtaA., and Arora P. 2019. Coca-Cola: A study on the marketing strategies for millennials focusing on India. International Journal of Advanced Research and Development, vol. 4, no. 1, pp. 62–68.
  33. Singha R., SharmaY., and KumarJ. 2020. A road less traveled in nostalgia marketing: Impact of spiritual well-being on effects of nostalgic advertisements. Journal of Marketing Theory and Practice, vol. 29, no. 3, pp. 289–307.
  34. Statista. 2023. Per capita consumption of carbonated soft drinks worldwide in 2023, by country. Statista. Available at: https://www.statista.com/ statistics/505240/global-carbonated-soft-drinkconsumption-by-country
  35. TNN / Asmita Dey. 2024. Campa triggers price war in cola market. The Times of India, 28 October. Available at: https://timesofindia.indiatimes. com/business/india-business/campa-triggersprice-war-in-cola-market/articleshow/114671168. cms
  36. World Health Organization (WHO). 2023. Global report on sugar-sweetened beverage consumption. WHO. Available at: https://www.who.int/publications