When Coke was asked to leave. ƒ ƒ .ƒ Campa Cola was a drink created by the Pure Drinks Group in the 1970s. and then started Campa Cola during the absence of foreign competition. virtually monopolized the entire Indian soft drink industry for about 20 years. The Pure Drinks Group and Campa Beverages Pvt. The Pure Drinks Group pioneered the India soft drink industry when it introduced Coca-Cola into India in 1949. and were the sole manufacturers and distributors of Coca-Cola till the 1970's. Ltd.

When Sardar Charanjit Singh died. and so the company was handed down to the sons of Sardar Daljit Singh.ƒ The group was founded by Padam Shiri Sardar Mohan Singh. hotels. telecommunication. It has diversified its business interests from soft drinks. ƒ . he left no heirs. and is amongst the largest real estate owners in India. Upon his death. Sardar Daljit Singh and Sardar Charanjit Singh. The Pure Drinks Group is amongst the oldest and premier industrial houses in India. it was passed on to his two sons. and is involved in construction. consultancy services.

. has got a fresh lease of life with its owners Pure Drinks New Delhi leasing it out to franchisee bottlers. which was discontinued in December 2000.ƒ The soft drink brand.

we are now planning to sell off our existing plants in Delhi by this month-end. . Pure Drinks is not involved with the bottling any longer. We have leased out the brand to our franchisee bottlers who have now launched it selectively in one litre PET packs. It is currently available in two flavours Cola and Orange.ƒ In its new avatar. says Satwant Singh. Campa-Cola has been soft launched in select outlets across the northern part of India. director...

and in Delhi in particular)? Or will the brand make a comeback with more flavours and a nationwide presence? Market sources said an aggressive pricing strategy by the bottlers could wean away some market share from the cola majors. Pure Drinks introduced 200ml cola priced at Rs 4 and one litre PET bottle at Rs 15 and it clicked. Not very long ago. Is this just a measure aimed at catering to local markets (remember.ƒ The bottlers long-term view on the once popular brand could not be ascertained. . the Campa brands were very popular in the Northern hinterland.

Meanwhile. caught in a family fued. the bottlers do not have a strong distribution and infrastructure (coolers. Pure Drinks. Pure Drinks had recently appointed consultants to value the Campa brand and assess the future course.ƒ On the other hand. . has decided to wash its hands off the bottling units. trucks) muscle. We will invite bids for the bottling units by this month-end and immediately move ahead with the sale. Singh said. which will make any serious expansion strategy a function of intent and big money.

Coke left.At the beginning of the domestic cola reign. ƒ Stripped of its product. Campa Cola. scrambled to produce a soda of its own. the year India gave Coca-Cola the choice of handing control to its Indian subsidiary." It was named for 1977. That would have meant revealing Coke's secret recipe. was born ƒ . its name printed in the Coca-Cola font. Pure Drinks. or leaving. a government-run company introduced a soda called "Double Seven. Coca-Cola's main bottler in India.

" . when India loosened restrictions on foreign companies. In a 2000 essay. Coca-Cola and Pepsi swooped in and conquered the cola industry and not everyone mourned. prompting an unprecedented boom.ƒ Campa and Thums Up prospered until the early 1990s. Salman Rushdie dismissed the Indian sodas as "disgusting local imitations.

a director of the Pure Drinks group. . said Satwant Singh. and closed the offices soon after. Singh said. along with real estate across India. which owns Campa and its building.ƒ Campa shuttered the Delhi bottling plant in 2000 and 2001. The building languished for years as company lawyers negotiated final payments with former workers.

. The main reasons were: ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Distribution channels Infrastructure and facilities Packaging Taste Quality Market positioning and strategies Marketing Librelization 1991 Pepsi and Coa Cola entered in Indian Soft Drink Market with outstanding marketing strategies.ƒ By the above Information we get to know that how Campa Cola (The soft drink brand of India) was shattered.

ƒ Unsuccessful Advertisements .


ƒ ƒ ƒ ƒ ƒ Creative marketing strategies and with good financial aspects. Quality of the product Packaging Outlets (which sells only Campa cola) Price Strategy .

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