Billionaire Mukesh Ambani, Asia’s richest man, who has stormed India’s soft-drink market with his Campa Cola brand of beverages, challenging global names like Coca-Cola and PepsiCo, has made another major move to further boost Campa’s growing dominance in the beverages market.
According to reports, Mukesh Ambani-owned Campa Cola will set up a manufacturing and bottling plant in Bihar’s Begusarai. The proposed Campa Cola plant, will be spread across 35 acres of land, and the proposal has been cleared by the Project Clearance Committee of the Bihar Industrial Area Development Authority, as per Bihar’s Industry Department.
As per details, Mukesh Ambani-led Reliance Industries Limited (RIL) will invest Rs 1,000 crore in the Begusarai plant, the company’s first such unit in Bihar, which is expected to generate employment, and attract other ancillary businesses to the area.
Mukesh Ambani eyes soft-drink market
Last year, Mukesh Ambani forayed into India’s booming soft-drink market with his Campa Cola brand, and quickly captured a good chunk of market share from rival companies. Mukesh Ambani employed the same business tactic he used with Reliance Jio to conquer the beverages market, by triggering a price war in the space and forcing market leaders, Coca-Cola and PepsiCo to follow suit.
According to market analysts, Mukesh Ambani-led Campa Cola has goaded Coca-Cola and PepsiCo to join the price war with its aggressive pricing as the market leaders compete with the Reliance-backed brand to retain their market share.
Coca-Cola, Pepsi hit back
Meanwhile, in a bid to counter the challenge present by Mukesh Ambani’s Campa Cola, soft-drink giants Coca-Cola and Pepsi recently devised a new strategy by focusing on sugar-free beverages. Both global giants have launched diet and light variants of their beverages in smaller packs, priced at Rs 10, which usually sells more than larger packs.
The companies have rolled out Rs 10 bottles of their popular sugar-free beverages, including Thums Up X Force, Coke Zero, Sprite Zero and Pepsi No-Sugar.
Notably, Campa Cola is also planning to roll out 200 ml packs at Rs 10 via offline as well as quick commerce channels across the country, according to reports.
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