Reliance to take a leaf out of the ‘Campa’ book for electronics business

Kolkata: Reliance Industries is set to deploy its Campa Cola strategy template of aggressive pricing, higher trade margin, wide distribution network, and tapping overseas markets for its nascent consumer electronic brands business led by the recently-acquired Kelvinator and licensed BPL brands, said two industry executives.

Towards this, the Mukesh Ambani-owned group’s retail business Reliance Retail, which owns the two electronic brands, will roll out the brands across multi-brand electronic stores, regional retail chains, and ecommerce platforms, the executives said.