Billionaire Ambani adopts familiar playbook in cola battle vs Coke, Pepsi
Indian industrial giant Reliance is reviving a historic local cola brand with plans to use its vast retail network, slash prices and tap nationalist sentiment to challenge U.S. beverage giants PepsiCo and Coca-Cola in a key market.
Controlled by billionaire Mukesh Ambani, Reliance this month launched revamped Campa drinks, sugary sodas popular in India in the 1970s and 1980s before disappearing from shelves as the U.S. giants expanded rapidly in a liberalizing economy.
At first glance it may seem that Ambani will find it tough to loosen Pepsi’s and Coca-Cola’s stranglehold of a market Euromonitor estimates is worth $4.6 billion and set to grow 5% a year until 2027. Other well known tycoons have tried to go toe-to-toe with the drinks giants, and failed, most notably Richard Branson with his Virgin Cola.
Read more at: ECONOMIC TIMES
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