BEVERAGES INDUSTRY

CAMPA
COLA
BEVERAGES COMEBACK RELIANCE CONSUMER VARUN BEVERAGES
 DISCLAIMER
1) SEBI Registration Status
1) Not Registered
2) Whether the research analyst or research entity or his associate or his relative has any financial interest in the
subject company and the nature of such financial interest. 2) Yes

3) Whether the research analyst or research entity or its associates or relatives have actual/beneficial ownership of 3) No
one percent or more securities of the subject company (at the end of the month immediately preceding the date
of publication of the research report or date of the public appearance)

4) Whether the research analyst or research entity or its associates or his relative has any other material conflict of 4) No
interest at the time of publication of the research report or at the time of public appearance.

5) Whether it or its associates have managed or co-managed public offering of securities for the subject company 5) No
in the past twelve months

6) Whether it or its associates have managed or co-managed public offering of securities for the subject company 6) No
in the past twelve months

7) Whether it or its associates have received any compensation for products or services other than investment 7) No
banking or brokerage services from the subject company in the past twelve months.

8) Whether it or its associates have received any compensation for Investment banking or merchant banking or 8) No
brokerage services from the subject company in the past twelve months.

9) Whether the subject company is or was a client during twelve months preceding the date of distribution of the 9) No
research report and the types of services provided.

10) Whether the research analyst has served as an officer, director or employee of the subject company. 10) No

11) Whether the research analyst or research entity has been engaged in market making activity for the subject 11) No
company.

SOIC
History of
CAMPA COLA
The Pure Drinks Group and Campa Beverages Pvt.
Ltd. virtually dominated the entire Indian soft drink
industry for about 15 years, and then started Campa
Cola during the absence of foreign competition.
The brand's slogan was "The Great Indian Taste", an
appeal to nationalism. It subsequently marketed an
orange flavoured drink called 'Campa Orange', with
the logo "Campa" on its bottles.

During the 1980s, Campa Orange and Rush were the

two main orange soft drinks in India, with large
bottling plants in Mumbai (Worli) and Delhi.
History of
CAMPA COLA
The drink was created by the Pure Drinks Group
in the 1970s. Earlier, Pure Drinks used to
manufacture Coca-Cola in a collaboration with
Coke. The drink started in 1949.

In 1977 as per the new policy, all the market

players had to partner with an Indian entity. To
avert the condition of sharing its secret recipe
with another company, Coca-Cola chose to exit
the market.

Indian govt launched double 7 as its own cola

drink. But that failed as the government changed
and they couldn't capture the market vs Thumbs
up and Campa cola.
How did
CAMPA COLA DIE?
But despite its popularity among the youth, the
brand began to fizzle out in the late 1990s after the
then finance minister, Manmohan Singh,
introduced reforms to liberalise India's economy.

The changes made it easier for foreign brands to do

business in the country and Coca-Cola re-entered
the market.

Pepsi and Coca-Cola would overtake Campa Cola

with an aggressive marketing campaign and
sprawling distribution network.

The soft drink brand shut down its bottling plants in

capital Delhi in the 2000s and soon, the drink
disappeared from shops and stalls.
Campa Cola & Number of
SKUs BEING LAUNCHED

PRICING ACROSS SKUs

Rs.80

Rs.40
Rs.30
Rs.20

500ML 600ML 1 LTR 1 LTR

 BEVERAGES VALUE CHAIN

SYRUP/FORMULA PRODUCER MANUFACTURER/ BOTTLER DISTRIBUTORS RETAILERS

CUSTOMERS
DEPOTS, VEHICLES & DISTRIBUTORS
The Distribution
HEFT REQUIRED

Credits: Edelweiss Research

Remember
BISLERI FIZZ DRINKS?

BISLERI HAD DISTRIBUTION TATA FRUSKI TATA FRUSKI TATA GLUCO

Has Anyone else Tried doing
THE COLA BUSINESS IN A PRIVATE LABEL?

Costco pulled its Kirkland light beer this

year after a tepid response. Galanti also
said Costco discontinued its Kirkland soda
after realizing that “no one was looking for
a third major cola out there.
The Biggest
STUPIDITY ON EARTH
The Coca-Cola Company took arguably the biggest
risk in consumer goods history, announcing that it
was changing the formula for the world's most
popular soft drink, and spawning consumer angst
the likes of which no business has ever seen.

The Coca-Cola Company introduced reformulated

Coca-Cola, often referred to as "new Coke,"
marking the first formula change in 99 years.

That firestorm ended with the return of the

original formula, now called Coca-Cola classic, a
few months later.

TASTE MATTERS
 SOIC BUSINESS
ANALYST
BUNDLE FOR
ALL!

SOIC SOIC SUPER

INVESTOR SERIES
SOIC FINANCIAL
LITERACY
MASTER CLASS!

MEMBERSHIP
THE MEMBERSHIP THAT OFFERS IT ALL
INVESTING MADE SIMPLE

SOIC BECOME A
SECTORAL
EXPERT!
 INVESTING
MADE

SOIC BUSINESS ANALYST BUNDLE FOR ALL! SIMPLE

1 Why Equity Analysis and ways to die in

the Markets?

2 Basics of Balance Sheet, Cash Flow and

Income statement.

3 Ratio Analysis mastered: ROIIC, ROCE,

Gross Margins, EBITDA Margins, D/E etc.

4 Forensic Analysis: A case study based

approach+Excel sheet of multiple shenanigans

5 Why Industry structures matter?

6 How to think about moats and moats in the

Indian context!

7 SOIC's 5 bucket framework with valuations.

8 Valuation approach and when to hold, buy and sell a stock.

9 Portfolio approach: Diversify or concentrate?

 INVESTING
MADE

SOIC FINANCIAL LITERACY MASTER CLASS! SIMPLE

Why India and basic introduction to the All about Cryptocurrency: next big
1 10
markets thing or a fad?

Time Value of money: Master your own 11 All about insurance: Health + Term
2
Financial Plan

Financial Planning: for 20 year old, 30 year

3 12 What not to do and what to do
old and 40 year old + all age groups.
PE Ratio based approach and sentiment
4
indicators: When is the market expensive?

5 All about Mutual Funds & how to filter them!

6 All about ETF's and Index Funds.

7 Index Funds vs Active funds

All about Gold: to invest or to not invest in

8
this asset class?

9 All about Housing: to rent or buy a house?

 INVESTING
MADE

SOIC BECOME A SECTORAL EXPERT!

SIMPLE

SOIC Agrochemical webinar: India's right SOIC Fluorine Sectoral analysis: Another
1 10
to win? Megatrend?

SOIC Banking webinar: Crisis and

2
opportunity

3 SOIC Chemical Webinar: China + 1?

4 SOIC Insurance Simplified

5 SOIC Real Estate Webinar

6 SOIC Hospital Sector Analysis: Healthcare

for all

7 SOIC IT sector: Tech is Loading

8 SOIC Platform Webinar: Modern Monopolies?

9 SOIC Pharma Sectoral Analysis

Connect with us on
To know about our Membership visit: www.soic.in

@soicfinance
School of Intrinsic Compounding

@Intrinsic Compounding
@Intrinsiccompounding
Intrinsic compounding
SOIC