Reliance Consumer Products established a pan-India distribution collaboration for its Campa soft drinks with eB2B retail and kirana platform Udaan on Thursday.

Campa, which competes with Coca-Cola and PepsiCo, will be accessible at over 50,000 retailers, with distribution coverage gradually expanding to over one lakh merchants or kirana stores over the next two months, according to a company release.

According to the announcement, the three Campa flavours will be available on the Udaan platform at a variety of price points, including 200 ml, 500 ml, and 2,000 ml family packs for in-home consumption. "Udaan will work on various retailer promotions to drive expansion and increase the buyer base on the platform to raise awareness about the availability of the Campa range," the retailer said.

Udaan recently announced Project Vistaar, a rural initiative aimed at expanding FMCG and food items. "As part of the project, Udaan serves every rural market with a population of up to 3,000 people." "The company aims to expand its reach to over 10,000 towns and villages in the next 10-12 months," it said, adding that Project Vistaar was a key move towards bridging the urban-rural divide.

According to Vinay Shrivastava, head of FMCG business at Udaan, the agreement would allow the Campa range to gain more market penetration.

Reliance, founded by Mukesh Ambani, purchased Campa from the Pure Drinks company last year for an estimated Rs 22 crore. In January of this year, it also bought a 50% ownership in Gujarat-based Sosyo Hajoori Beverages and its core beverage brand Sosyo. Hajoori's other brands, in addition to Sosyo, are Kashmira, Lemee, Ginlim, Runner, and Opener. In Gujarat, Sosyo is a dominant player.