For the devotees of cola, who feel nostalgic for local brands that took the spotlight of Coca-Cola when it was pushed out of Indian shores in 1977, Campa Cola is back. In 1970s, Campa Cola was manufactured by the same Pure Drinks Group that had revolutionised the Indian soft drinks sector by introducing Coca-Cola in 1949. Till 1970s, they were the only producer and distributor of Coca-Cola. After the exit of Coca-Cola from India, Campa Beverages and Pure Drink Group introduced Campa-Cola and led the Indian soft drinks sector with zero foreign competition.
With the tagline ‘The Great Indian Taste’, Campa Cola ruled on people’s hearts. Today, Jaywantjit Singh, a fourth-generation member of the Singh family, which founded the Pure Drinks Group, is bringing back the desi brand to attract the nation’s attention and compete with famous bands such as Coca-Cola and Pepsi.
“We have a few franchising plants across India, catering to tier-2 and -3 cities, mainly in the north and northeast markets. We are now setting up a bottling unit in Silvassa with a capacity of 600 bottles per minute, which will cater to the western markets. We also have a presence in Nepal and are looking at southern markets like Chennai. In a way, we are gradually moving to tier-1 cities as well. We are doing about 4 million cases (each has 24 bottles of 250ml),” said Singh.