Reliance Partners With Udaan To Distribute Campa Cola Products

SUMMARY

Udaan will help Reliance’s Campa reach over 50,000 retailers and kirana stores initially and 1 Lakh stores in two months

Reliance Consumer Products acquired Campa Cola in August 2022 for INR 22 Cr and relaunched the iconic brand in March this year

Campa, originally launched in 1967, was a market leader in the sparkling beverages category in India during the 70s and the 80s

B2B ecommerce unicorn Udaan has entered into a partnership with Reliance Consumer Products Limited (RCPL) to distribute Campa Cola products pan-India.

The Reliance Retail subsidiary acquired Campa Cola in August 2022 for INR 22 Cr and relaunched the iconic brand in March this year. Udaan will help Reliance’s Campa reach over 50,000 retailers and kirana stores initially and 1 Lakh stores in two months, the B2B ecommerce unicorn said on Twitter on Thursday (April 27).

Under this partnership, RCPL has made available three new Campa Cola flavours – Cola, Orange, and Clear Lime – across 200 ml, 500 ml and 2,000 ml sizes, which Udaan will be distributing.

Udaan’s head for FMCG Business, Vinay Shrivastava said, “We believe that the large retailer base combined with a cost-effective distribution network places Udaan in a unique position to serve the needs of RCPL for deeper market penetration for the ‘Campa’ range across Bharat.”

Campa, originally launched in 1967, was a market leader in the sparkling beverages category in India during the 70s and the 80s, at a time when there were no foreign brands in India in this category. However, following Manmohan Singh’s economic reforms, these brands returned, and Campa was almost defunct by the end of 2010s.

The B2B ecommerce unicorn has launched ‘Project Vistaar’ to expand FMCG and food categories to rural areas. The partnership with RCPL for Campa falls under this project as well, as Udaan claims that it reaches every rural market up to a population of 3,000.

Udaan is currently said to be implementing this project in rural Uttar Pradesh.

Founded in 2016 by former Flipkart employees Sujeet Kumar, Vaibhav Gupta and Amod Malviya, Udaan claims to have a network of 3 Mn retailers and 30K+ sellers across India, selling products from more than 5 Lakh product categories in 1,000+ Indian cities.

The startup’s revenue from operations or revenue from contracts jumped 1.7X to INR 9,943.8 Cr in FY22 from INR 5,919 Cr in FY21, while its total expenses surged 1.5X to INR 12,997.90 Cr from INR 8,449.10 Cr in FY21.

This resulted in Udaan posting a loss of INR 3,075.80 Cr in FY22, 1.2X higher than INR 2,503.30 Cr in the previous year.