By acquiring 'Campa Cola' for a highly bargain price of Rs. 22 crores, has the energy-to-telecom and now to FMCG conglomerate 'Reliance Industries', managed to disrupt the concept of 'core competence', or the jury is still out?
Well, having some memories of 'Campa Cola' going back by four decades, must admit that my preference those days was tilted towards it's key competitor - 'Thums Up', mainly due to latter's taste. Their highly entertaining commercials served only one purpose for me, and that was entertainment, and nothing more.
Now, to take on giants like Coke and Pepsi in the aerated drinks segment, RIL should not stick to Campa's old formulations, but invest in R&D to 'attack' these giants with 'arsenals' involving - price, taste, and above all, health and hygiene which have become the buzzwords in the post pandemic world.
That Coke and Pepsi too would be already gearing up their respective 'war rooms', to be prepared for their new 'battleground', is anyone's guess.
Till the jury on RIL's latest move is out, we can be reasonably sure that they are well on their way to disrupt the concept of 'core competence'.
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