Bengaluru, April 28, 2023: Reliance Consumer Products Limited (RCPL), today announced a pan-India distribution partnership to make available the iconic beverage brand, the ‘Campa’ range, on udaan, India’s largest eB2B platform for retailers and small Kirana stores. Initially, RCPL’s range of Campa beverages will be available to over 50,000 retailers/Kirana stores. This distribution coverage will gradually expand to over 1 lakh retailers/Kirana stores in the next two months.
The three new Campa flavors – Cola, Orange, and Clear Lime – launched on the udaan platform will be available under various consumption ranges and price points, including a 200 ml pack for immediate consumption, 500 ml on-the-go sharing packs, and 2,000 ml family packs for in-home consumption.
To create awareness about the availability of the Campa range on the platform, udaan will work on various retailer promotions to drive expansion and increase the buyer base on the platform.
udaan recently launched its rural initiative, ‘Project Vistaar’, which is aimed at expanding and growing the Fast-Moving Consumer Goods (FMCG) and Food category by tapping into the huge opportunity offered by Bharat. As part of the project, udaan is servicing every rural market up to a population of 3000. The project is currently being implemented in rural Uttar Pradesh and has already scaled to over 15,000+ retailers across ten districts. The company aims to expand its reach to over 10,000 towns and villages in the next 10-12 months. Project Vistaar is a strategic step towards bridging the gap between urban and rural areas and is expected to make a wide range of FMCG brands accessible to the rural population by leveraging udaan’s vast kirana network.
Vinay Shrivastava, Head – FMCG Business, udaan, said, “We are excited to introduce and make available ‘The Great Indian Taste’ to the Indian consumers this summer. We believe that the large retailer base combined with a cost-effective distribution network places udaan in a unique position to serve the needs of RCPL for deeper market penetration for the ‘Campa’ range across Bharat.”
“Various national and regional brands have benefitted from udaan’s extensive distribution network, enabling brands faster access to national markets with significant cost benefits. In its pursuit to serve retailers and small kirana stores, udaan will continue to build on its strengths and work towards becoming a partner of choice for brands looking to scale their business across Bharat.” he further added.
udaan has invested across different pillars of business, including technology, supply chain, category, credit, people, and compliance, to accelerate and strengthen capabilities to serve its customers better. The company has also undertaken various initiatives to enhance overall customer experience by leveraging deep customer analytics and improving the speed of the app.
In CY 2022, udaan witnessed a huge surge in the Essentials category with a repeat purchase rate of over 89%, highlighting the strong relationship it enjoys with its partners. In addition, over 1.5 lakh tonnes of FMCG products were shipped through udaan, with a large volume of orders for these products coming from Uttar Pradesh, Delhi, Karnataka, Maharashtra, and Telangana.