Reliance enters partnership with Ceylon Beverage International
Image: Reliance Consumer Products
Reliance Industries has entered a strategic partnership with Sri Lankan cricketer, Muttiah Muralitharan’s company, Ceylon Beverage International. The partnership, according to The Morning news, is set to establish significant dominance in India’s soft drinks market and compete with the likes of Pepsi and Coca-Cola.
To achieve its goal, Mukesh Ambani, chairman and managing director of Reliance Industries, has launched the decades-old brand, Campa Cola, in a new avatar.
As part of the deal, Muralitharan’s company will undertake packing work for Campa Cola in cans. It is expected that Ceylon Beverage will set up a packaging plant in India in the future; until then, canned Campa Cola will be imported from Ceylon Beverage’s Sri Lankan factory.
Reliance Consumer Products, a unit of Reliance Industries, previously partnered with Kali Aerated Water Works, a Chennai-based company, for the manufacturing and distribution of the Campa soft drinks range.
Reliance Consumer Products bought Campa Cola from the Pure Drinks Group in 2022. After relaunching the brand with a new look, it was introduced in the markets of Andhra Pradesh and Telangana.
Ceylon Beverage International, established in 2020, operates its Sri Lankan plant with a capacity to produce 300 million cans annually.