Campa ColaImage Credit source: @datta_arvind Twitter Handle
Reliance is partnering with different companies to spread the campaign across the country. Mukesh Ambani’s Reliance Retail has entered into a similar strategic partnership with a Sri Lankan company. This company belongs to none other than the world’s legendary spinner and former Sri Lankan player Muttiah Muralitharan. According to the information, Ceylon Beverages International will be co-packing the cans for Campa in India. Apart from this, the matter of setting up a manufacturing unit between the two companies has been finalized. Reliance Consumer Products is also likely to get distribution rights for some brands of Ceylon Beverages International in India.
What kind of deal has Reliance done?
According to the information given on the company’s website, the Ceylon Beverages plant has a capacity to fill 300 million beverage cans per year and has partnerships with international, national and regional companies. If experts are to be believed, while Reliance is currently importing Campa cans from Sri Lanka, Ceylon Beverages International also plans to set up a manufacturing unit for RCPL in India. In addition, RCPL may also get distribution rights for certain brands of Ceylon Beverages in India as part of the partnership. No official statement has come from Reliance Consumer Products and Ceylon Beverages International yet. This is Campa’s first manufacturing partnership for cans in India.
How will Reliance benefit?
Ceylon Beverages was established in 2020 as a beverage processing and filling company, supplying cans to beverage companies in Sri Lanka as well as across the globe. According to the website, the companies it partners with include mineral water, energy drinks, soft drinks, hot fill juices and flavored milk in cans, with an hourly production of over 48,000 cans and 34,000 bottles. The FMCG company of Reliance Retail Ventures is rapidly increasing its reach among small and mid-sized distributors. Coca-Cola and PepsiCo can be given a tough competition at the national level. Let us tell you that Reliance Retail had bought Campa from Pure Drinks Group last year for about Rs 22 crore.