Reliance Revives Dead Brands to Dominate Indian Shops

Reliance Industries is expanding its control over India's consumer market. The giant conglomerate is using a two-part strategy: reviving old, defunct brands and cutting prices sharply. The company's retail arm, Reliance Retail, is buying forgotten brand names. It then uses its vast production and store network to sell these products at very low prices. This tactic puts immediate pressure on competitors. One major example is "Campa," a popular soft drink from the 1970s and 80s. Reliance brought it back last year. It is now sold for about 25% less than global rivals Coca-Cola and Pepsi. Analysts say Reliance is using its immense scale to win the market. The company can keep profits low to attract customers because it makes money from many other businesses, like oil and telecoms. This aggressive move is part of a larger battle for India's billions of daily consumers. Reliance is directly challenging both international corporations and local rivals. The strategy aims to make Reliance-branded goods the default, most affordable choice across the country.