Mumbai, Reliance Consumer Products Limited (RCPL), the FMCG arm of reliance industries, has entered the bottled water segment with the launch of “SURE” mineral water under its Campa brand umbrella. Priced aggressively at just ₹5 onwards, the product is set to challenge established players in India’s massive ₹30,000-crore bottled water market.
💧 1. A Budget-Friendly Offering
The new SURE water bottles will be available at prices 20–30% lower than market leaders. With options starting at just ₹5, reliance is targeting mass adoption by making safe drinking water more affordable.
🏢 2. Backed by the Campa Revival
After relaunching the iconic Campa Cola, reliance is now leveraging the brand to expand into everyday FMCG products. The addition of bottled water under the Campa banner strengthens its position in the beverages space.
📈 3. Disrupting a ₹30,000-Crore Market
India’s bottled water industry is dominated by players like Bisleri, Kinley, and Aquafina. Reliance’s pricing strategy, backed by its vast distribution network (Reliance Retail & JioMart), could shake up the market and capture a significant share quickly.
🌍 4. Targeting Tier-2 & Rural Markets
While established brands dominate urban centers, reliance aims to penetrate tier-2 towns and rural areas with affordable bottled water. This move aligns with India’s rising demand for safe packaged drinking water in smaller towns and highways.
🔮 5. What This Means for Consumers
For everyday buyers, Reliance’s entry means more choices at lower prices. For competitors, it signals a price war that could reshape the bottled water industry—similar to how jio disrupted telecom.
✅ Bottom Line
With SURE mineral water, reliance has once again signaled its intent to disrupt a high-value market through affordability, accessibility, and aggressive expansion. If history is any indicator, the bottled water industry could be on the brink of a major shake-up.
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