Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has made a bold entry into India’s ₹30,000 crore packaged drinking water market with Campa Sure mineral water. Launched in 2025 with entry-level pricing starting at just ₹5 for a 250ml bottle, this new brand aims to shake up industry giants like Bisleri, Aquafina, and Kinley by combining affordability with quality and extensive regional partnerships.
Table of Contents
Reliance’s Campa Sure: Product Range and Pricing
| Variant | Capacity | Price (₹) | Pricing Edge vs Competitors |
|---|---|---|---|
| Small Bottle | 250 ml | ₹5 | 20-30% cheaper vs Bisleri (₹7) |
| Medium Bottle | 500 ml | ₹10 | 20-30% cheaper vs Kinley (₹13) |
| Large Bottle | 1 litre | ₹15 – ₹20 | 20-30% cheaper vs Aquafina (₹25) |
| Bulk Jar | 20 litre | ₹80 | Cost-effective refill option |
The water is purified with advanced processes like reverse osmosis and UV treatment, retaining essential minerals for health benefits. It is packaged in eco-friendly PET bottles aligned with sustainability goals.
Strategic Launch and Manufacturing Hub
- The launch aligns with the inauguration of Reliance’s state-of-the-art bottling plant in Guwahati, Assam (February 2025), built in collaboration with local partner Jericho Foods.
- The plant spans 6 lakh sq. ft., featuring production lines with a capacity of 18 crore liters of water annually.
- Guwahati serves as a regional distribution hub, with plans to expand pan-India leveraging Reliance’s vast retail network including JioMart and Reliance Smart stores.
Market Strategy: Partnership & Price Disruption
- Unlike acquiring smaller brands, Reliance intends strategic bottling and branding partnerships with about two dozen regional players to ensure high product standards and compliance.
- The aggressive pricing strategy undercuts market leaders by 20-30%, targeting urban and semi-urban price-sensitive customers.
- Reliance also operates another water brand, Independence, priced slightly higher to cater to different market segments.
- The pricing approach mirrors Reliance’s past disruptions in telecom (Jio) and soft drinks (Campa Cola), betting on volume growth while providing affordable, quality products.
Impact on the Bottled Water Market
| Factor | Impact |
|---|---|
| Pricing Pressure | Expected price drops by competitors to retain market share |
| Market Share | Campa Sure targets a 5-10% share within first year |
| Regional Distribution | Focus on Northeast and Northern India initially, expanding nationwide |
| Consumer Benefits | Access to affordable, mineral-enriched drinking water |
| Industry Response | Peers may enhance quality and innovate to compete |
FAQs
1. How does Campa Sure compare in price and quality to established brands?
Campa Sure offers bottled water at 20-30% lower prices than leaders like Bisleri and Aquafina, while maintaining purity and mineral content using advanced filtration processes. This combination of affordability and quality sets it apart.
2. What is Reliance’s approach to scaling Campa Sure nationwide?
Instead of acquisitions, Reliance partners with regional bottlers for production and distribution, using its extensive retail network for wide reach. The launch focuses on penetrating the Northeast and expanding to Northern India before a national rollout.
