Reliance Consumer May Have Stopped Supplying Campa Cola Directly To Udaan

Reliance Consumer Products Ltd. is likely to have stopped providing its Campa line of beverages directly to the B2B e-commerce platform Udaan, according to the leading association of FMCG distributors. As reported by BQ prime, Dhairyashil Patil, president of the All India Consumer Products Distributors’ Federation said that they contacted the top management of Reliance, who informed them that Udaan had not been appointed as the company’s national distributors for the soft drink brand Campa.

Patil mentioned that Reliance has already requested that the team immediately halt the present Campa dispatches to Udaan due to a local issue. However, there are no comments about the matter from both Reliance Consumer and Udaan. As per the reports, Reliance Consumer will always give conventional distributors priority. If any stock is left over, they may then think about providing it to other major players like Udaan. This comes a day after Udaan issued a statement announcing that it partnered with Reliance Consumer to distribute Campa’s beverage line across India.

Reliance made three new Campa flavours—cola, orange, and clear lime—available at different consumption levels and pricing points through this agreement.

According to a Bangalore-based unicorn start-up, over 50,000 mom-and-pop stores will initially carry Campa beverages, and over 1 lakh retailers and grocery stores will follow in the following two months. Udaan stated that it would focus on a range of merchant promotions to encourage Campa’s growth and broaden the platform’s customer base. In order to expand the fast-moving consumer goods and food segment, the corporation started Project Vistaar.

The traditional distributors have been at odds with consumer goods firms over the past several months because these companies have added a revenue stream by working with e-commerce players who buy their items directly from the companies rather than through a distributor.

Also Read: India Sees $2.16 Bn Decline in Foreign Exchange Reserves