Daijiworld Media Network - Mumbai

Mumbai, Oct 4: Reliance Consumer Products is making a strategic foray into India’s Rs 30,000-crore packaged water market by launching a new affordable brand named Campa Sure, according to a report. This move aims to disrupt the space currently led by established players like Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina.

To ensure wide reach and efficient production, Reliance plans to partner with multiple regional bottled water companies. These collaborations will focus on bottling operations, technology sharing, and branding, enabling Campa Sure to leverage local expertise and infrastructure for faster market penetration.

Aggressive pricing to win market share

Campa Sure will debut in northern India with highly competitive pricing, offering 250 ml bottles for just Rs 5. Larger packs will be priced 20-30% lower than existing national brands, with one-litre bottles costing Rs 15 versus Rs 20 from rivals, and two-litre packs at Rs 25 compared to Rs 30-35 in the current market.

Industry analysts expect incumbents to respond with increased advertising and promotions to defend their turf. While Coca-Cola and PepsiCo have traditionally invested less in marketing their water brands, Bisleri’s strong brand presence remains a challenge.

Reliance’s pricing tactics echo its earlier approach with the Campa soft drinks range, which compelled competitors to lower prices or offer smaller pack sizes.

Rollout and government policy boost

The company is currently finalising partnerships with around two dozen regional firms in northern India to support Campa Sure’s launch. Interestingly, Reliance already markets another bottled water brand under its Independence staples franchise, positioned at a higher price point than Campa Sure.

The launch aligns with the government’s recent GST 2.0 implementation on September 22, which cut the tax on packaged water from 18% to 5%, enabling companies to pass on price benefits to consumers.

Massive investment to strengthen beverage business

Earlier this year, Reliance Consumer Products announced a Rs 6,000-8,000 crore investment plan over 12-15 months to boost beverage manufacturing capacity. This includes setting up 10-12 new manufacturing units, greenfield plants, and co-packing partnerships to expand its footprint and compete robustly against Coca-Cola, PepsiCo, and regional bottled water brands.

This ambitious investment represents Reliance’s largest push yet into consumer products and signals its intent to become a formidable player in India’s fast-growing beverage sector.