Winning Bizness Desk

Mumbai.Reliance Industries Chairman and Asia’s richest man, Mukesh Ambani, has been giving sleepless nights to global beverage giants with his Campa Cola brand in the carbonated soft drink market. To make the 50-year-old desi brand Campa Cola a major player, Ambani deployed his classic Jio strategy, forcing industry leaders like Coca-Cola and Pepsi to face stiff competition. Now, Mukesh Ambani is preparing to challenge Coca-Cola once again, this time with a glucose-based energy drink. His decision has sent ripples across the sector.

Mukesh Ambani’s approach to business is distinct from others. Wherever he enters, he either starts a price war or compels competitors to back out. This was evident during Jio’s launch. Let’s dive into the details of his latest move.

What is Ambani's Glucose Boost?

According to a report by The Economic Times, Mukesh Ambani has devised a plan to shake Coca-Cola’s market yet again. Reliance Consumer Products Limited (RCPL) recently launched a new soft drink called “Raskik Gluco Energy” in the rehydration category. This drink is affordable, ready-to-drink, and designed to cater to the growing demand for instant hydration products.

This launch comes after Reliance acquired the iconic Campa Cola brand, which caters to the carbonated drink segment. Moreover, Raskik Gluco is being positioned as a master brand for juices and functional beverages.

The ₹10 Bottle Strategy

To compete with Coca-Cola, Mukesh Ambani has priced Raskik Gluco at the same rate as Campa products. A single-serving bottle of this drink costs ₹10 and combines electrolytes, glucose, and real lemon juice. Currently available in single-serve packs, the company plans to introduce a larger 750 ml bottle soon.

The ₹10 price point is expected to appeal to a broad audience, offering both affordability and value. With this, Ambani aims to capture a significant share of the market. After the successful revival of Campa Cola, it will be interesting to see how this ₹10 bottle disrupts the beverage market and strengthens Reliance’s position in the industry.