Reliance Targets 60 Crore Consumers with Bold Campa-Like Strategy for FMCG Dominance

Business News: Reliance Consumer Products Ltd (RCPL), under Mukesh Ambani’s vision, is set to revolutionize India’s FMCG sector by targeting 60 crore value-conscious consumers. Inspired by the runaway success of Campa Cola, which hit ₹1,000 crore in revenue within 18 months, RCPL aims to dominate with affordable products and a robust distribution network. T Krishnakumar, RCPL’s director, told The Economic Times that the focus is on mass-market buyers, leveraging kirana stores to challenge giants like HUL and ITC by 2027.

Campa’s Winning Formula

Campa Cola’s revival, acquired for ₹22 crore in 2022, set the blueprint with its ₹10 pricing for a 200 ml bottle, undercutting Coke and Pepsi. This disruptive strategy, coupled with high retailer margins and IPL 2025 sponsorship for ₹200 crore, secured a 10% market share in key regions. RCPL’s portfolio, including brands like Independence, Velvette, and Lotus Chocolates, mirrors this approach, offering soaps, snacks, and beverages at budget-friendly prices to capture small-town markets.

Scaling Distribution Nationwide

RCPL’s FY25 revenue of ₹11,450 crore, with 60% from general trade, reflects its kirana-centric model. Currently reaching one million outlets, the company aims for 5-6 million by 2028, tapping 90% of FMCG distribution through neighborhood stores. Investments in bottling plants, like a ₹1,000 crore facility in Bihar, bolster supply chains, while international expansion into the UAE signals global ambitions. This aggressive scaling aims to make RCPL a household name across India’s diverse markets.

Challenging the FMCG Giants

By focusing on affordability and accessibility, Reliance is shaking up a sector dominated by Nestlé, Dabur, and Marico. Krishnakumar emphasized a gap in national-scale value brands, which RCPL aims to fill with quality products. As competitors adjust pricing, Reliance’s strategic acquisitions and smart marketing position it to redefine FMCG dynamics, promising consumers quality at unmatched value.