Reliance joins hands with Muttiah Muralitharan’s Ceylon Beverages

The deal could also grant Reliance consumer distribution rights for Sri Lanka-based Ceylon Beverages’ energy drinks and juices in India, thereby expanding its presence in the country. 67,000 crore beverage market, people familiar with the development said, requesting anonymity.

Ceylon Beverages may also set up a packaging facility in India to support the national expansion of the Campa brand; At present, Campa can rely on direct imports from its Sri Lankan factory, the people said.

Reliance Consumer has already partnered with several Indian manufacturers and distributors for the Campa brand, including Tamil Nadu-based Asian Beverages and Kali Aerated Water Works.

People familiar with the development said Muraleedharan is expected to become a “key” partner for Reliance Consumer’s beverages portfolio in India. As part of the deal, Ceylon Beverages’ energy brand Spinner and its juices will be retailed in India by Reliance Consumer.

An e-mail sent to Reliance spokesperson seeking comment remained unanswered.

Campa was initially launched in Andhra Pradesh and Telangana following its acquisition by Reliance Consumer from Pure Drinks Group last year.

Ceylon Beverages, established in 2020, operates a Sri Lankan plant with a capacity to produce 300 million cans annually, catering to the canning needs of Campa for Reliance Consumer.

Muralitharan, a former cricket star and the world’s highest wicket-taker, also has family ties with the processed food industry through Luckyland Biscuit Manufacturers in Kandy, Sri Lanka. Muralitharan has played in the Indian Premier League (IPL) between 2008–2014 as part of the Chennai Super Kings and Royal Challengers Bangalore.

Reliance Consumer is strengthening its presence in the Indian beverage market, dominated by market leaders such as Coca-Cola and PepsiCo. Its recent acquisitions include beverage brand Russik and a 50% stake in Socio Hazuri Beverages, which sells beverages under the Kashmira, Lemmy, S’Eau, Jinlim, Runner, Opener and Hazuri Soda brands.

The move is in line with Reliance Consumer’s strategy to develop its fast-growing consumer goods business, which includes staples, home and personal care products as well as packaged foods and beverages.

The Campa portfolio currently includes Campa Cola, Campa Lemon and Campa Orange in the sparkling drinks category, with potential expansion into fruit-based beverages and energy drinks.