India (Commonwealth Union)_ In a groundbreaking move set to conquer the Indian soft drink market, Sri Lankan cricket legend Muttiah Muralitharan has partnered with Indian billionaire Mukesh Ambani to revive the once-iconic Campa Cola brand. This collaboration comes as part of a strategic investment aimed at challenging the long-standing dominance of global beverage giants like Pepsi and Coca-Cola in the Indian market. Accordingly, Muralitharan, renowned for his record-breaking achievements in international cricket, is making a foray into the beverage and confectionery industry through his newly established company, Muttiah Beverages and Confectioneries. The company plans to invest an impressive Rs 1,400 crore in India, with plans to launch Campa Cola products and rejuvenate the brand.
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Set to begin production by January 2025, the project aims to challenge the dominant position of Coca-Cola and Pepsi in India’s competitive soft drink sector. The new facility will be located in Badanakuppe, Chamarajanagara district, Karnataka, marking the beginning of a bold new chapter for Campa Cola. The brand, which was once popular across the country in the 1970s to the early 2000s, lost its fame after being overshadowed by the rise of Pepsi and Coca-Cola. Reliance Industries, led by Mukesh Ambani, acquired Campa Cola in 2022, and the company is now working to bring the brand back to life. With Ambani’s vast business experience and resources, combined with Muralitharan’s investment, this partnership has the potential to shake up the soft drink market in India.
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Ambani has long sought new ways to expand Reliance’s footprint in diverse industries, and his focus on the beverage sector represents a strategic push to diversify further into consumer products. The partnership between Ambani and Muralitharan is expected to leverage the combined strengths of both entrepreneurs. Key drivers of the project’s success are Mukesh Ambani’s expansive network and Muralitharan’s reputation as a cricketing icon. This venture aims not only to revive the iconic Campa Cola but also to build a strong competitor against PepsiCo and Coca-Cola, which have dominated the Indian soft drink market for decades. As production for Campa Cola resumes and distribution networks expand, the duo’s strategic vision could lead to a new chapter in India’s competitive soft drink market.
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The announcement of the project came after a meeting between Muralitharan and the Minister of Large and Medium Industries, MB Patil, who expressed his support for the venture. The investment is expected to attract significant attention and create thousands of jobs in the region, along with boosting local infrastructure. Patil confirmed the allocation of 46 acres of land for the facility, with plans for rapid expansion. Originally planned with an investment of Rs 230 crore, the project’s financial scope has now expanded to Rs 1,400 crore. This revised figure reflects the larger-than-anticipated scale of the operation, signaling the ambition of both partners to create a significant presence in the Indian soft drinks sector. Early 2025 marks the start of the initial production phase, with plans to expand distribution and production capabilities in the following years.
For Muttiah Muralitharan, this venture into the beverage industry is a bold new direction. With his legendary cricket career behind him, Muralitharan is diversifying into business, particularly in the food and beverage sector. Muralitharan expresses confidence that his collaboration with Ambani will lead to success in the highly competitive Indian market. “This is a new experience for me, and I am sure that this step with Mukesh Ambani will be successful in the Indian market,” Muralitharan said in a recent statement. Furthermore, Campa Cola’s revival is a significant milestone, especially given its historical significance in India. Hence, with the rise of local brands and growing consumer preference for alternatives to international giants, the time may be ripe for Campa Cola’s resurgence.
