#RelianceConsumerProducts #RCPL #CampaCola #HyderabadMetro #UrbanTransitIndia #MetroRetail #RelianceFMCG #L&TMetroRail #SmartCityIndia #PublicPrivatePartnership
Hyderabad: In a strategic move set to strengthen its presence in the urban beverage retail segment, Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, has secured exclusive pouring rights for the Hyderabad Metro. With this partnership, RCPL has become the Official Beverage Partner of L&T Metro Rail (Hyderabad) Limited (L&TMRHL), granting it exclusive selling rights for its entire beverage portfolio across metro premises, including vending machines, kiosks, and retail outlets.
The collaboration marks a significant step for both entities — RCPL expanding its FMCG reach into high-footfall urban transport zones, and Hyderabad Metro integrating branded consumer experiences within its commuter-centric infrastructure.
Campa’s Return to the Urban Landscape
Reliance’s revival of the iconic Campa Cola brand in 2023 had already made headlines, with the company promising to offer nostalgic, Indian-made, and globally competitive beverages to the masses. With the Hyderabad Metro collaboration, Campa Cola and other RCPL beverages will now be more visible and accessible to over 4.6 lakh daily commuters, reinforcing the brand’s urban presence.
Since its acquisition of Campa Cola in 2022, RCPL has rapidly expanded its beverages segment. In addition to the retro cola, RCPL’s drinks portfolio includes Campa Energy, Raskik juices, and Independence branded packaged water. These offerings align with the growing demand for affordable, hygienic, and refreshing drink options in high-density, transit-oriented environments.
A Strategic Urban Collaboration
Commenting on the development, Mr. Ketan Mody, Executive Director, Reliance Consumer Products Limited, said:
“We are thrilled to partner with Hyderabad Metro as it gives us the opportunity to serve consumers closely and add excitement to the daily commute of metro users. We believe in delivering global quality products at affordable prices to customers, and I am sure that our portfolio of drinks will help refresh and energize commuters and improve their daily rides.”
On the other hand, L&TMRHL welcomed the collaboration as part of its continued effort to enhance commuter experience. Mr. KVB Reddy, MD & CEO of L&T Metro Rail (Hyderabad) Ltd, said:
“At Hyderabad Metro Rail, we are continuously redefining the role of metro systems in shaping modern urban lifestyles. We are happy to partner with Reliance Consumer Products (RCPL), which reflects our commitment to enhancing commuter convenience by integrating reliable, high-quality offerings into metro spaces. It reflects our broader vision of building modern, commuter-centric infrastructure through purposeful collaborations.”
Boosting Consumer Convenience
The introduction of RCPL’s beverage products across Hyderabad Metro stations is expected to enhance the commuting experience by offering a wider choice of drinks at competitive prices. By leveraging Reliance’s robust supply chain and pricing advantage, commuters will have access to hygienic, trusted brands in a convenient and quick manner.
This move is also seen as a strategic effort to boost the Campa brand’s visibility and market share, particularly in South India, where it faces competition from established global and local brands.
With access to strategic retail points such as ticketing counters, station entrances, and platform vending zones, RCPL is set to integrate its beverages into the everyday routine of lakhs of passengers.
Metro Infrastructure and Growth
Spread over 69.2 kilometers and encompassing 57 stations, Hyderabad Metro is one of the largest urban rapid transit networks in the country. The system continues to see consistent ridership growth, recording an average daily ridership of 4.6 lakh passengers as of May 2025. In 2024, Hyderabad Metro achieved its highest-ever single-day ridership of 5.63 lakh, indicating strong public preference for efficient mass transit solutions in the city.
With the urban population growing and daily commuters increasingly reliant on metro services, Hyderabad Metro has become a crucial platform for brands looking to connect with urban consumers.
About the Partners
Reliance Consumer Products Limited (RCPL), a wholly owned subsidiary of Reliance Retail Ventures Ltd, is on a mission to make premium-quality FMCG products accessible and affordable for every Indian household. From personal care and home care to food and beverages, the company blends global quality standards with Indian tastes, focusing on consumer satisfaction, health, and affordability.
RCPL’s entry into the beverages segment, particularly with the Campa Cola brand, marks its ambition to challenge established giants and revive Indian legacy brands for modern consumers. By integrating its products into daily urban life, the company aims to foster long-term consumer engagement and build a wide-reaching retail footprint.
L&T Metro Rail (Hyderabad) Limited (L&TMRHL), a subsidiary of engineering giant Larsen & Toubro, operates Hyderabad Metro under a Public-Private Partnership (PPP) model. The company signed the Concession Agreement with the then Government of Andhra Pradesh in 2010, and financial closure was achieved in a record six months. The Hyderabad Metro project remains one of the largest non-power infrastructure PPP projects in India and a benchmark for efficient urban transit infrastructure.
Looking Ahead
With this exclusive pouring rights agreement, RCPL is poised to further expand its beverage business while offering better commuter convenience. The collaboration is a win-win, strengthening RCPL’s market presence and enhancing Hyderabad Metro’s value proposition for its riders.
As urban India continues to evolve, such partnerships between infrastructure providers and FMCG players represent the future of smart, consumer-friendly urban ecosystems.
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