Reliance Consumer Products, the fast-moving consumer goods arm of Reliance Industries, is preparing to launch Campa Sure, a mass-market packaged water brand positioned to shake up India’s ₹30,000-crore bottled water industry. The company has begun signing partnerships with regional bottlers, with the product slated for rollout in Northern markets within the next two weeks.
According to T Krishnakumar, director of Reliance Consumer Products, the partnerships will focus on bottling, technology, and governance standards, while avoiding outright acquisitions. He stressed that the collaboration with smaller firms will not only ensure consistency in quality but also help reduce the prevalence of counterfeit bottled water in the country.
Campa Sure is being introduced at sharply lower price points compared to established national players. A 250-ml bottle will retail for ₹5, while a one-litre pack will cost ₹15. In comparison, leading brands such as Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina are priced at around ₹20 per litre. Larger packs of two litres will sell for ₹25, nearly 20–30% below competitors’ price tags of ₹30–35.
Industry executives noted that Reliance’s aggressive entry is reminiscent of its 2023 launch of Campa Cola, where lower-priced packs forced Coca-Cola and PepsiCo to cut prices or introduce smaller formats. A similar shake-up is now expected in packaged water, where both Coca-Cola and PepsiCo have historically under-invested in branding and promotions.
Krishnakumar emphasised that Reliance’s goal extends beyond price disruption. “Our approach is to democratise the category, provide affordable options, and establish benchmark standards across the supply chain,” he said.
The rollout comes shortly after the government’s GST 2.0 reform reduced the tax on packaged water from 18% to 5%, a move that has already prompted companies across the sector to revise prices. Reliance believes Campa Sure, alongside its premium Independence water line, will allow it to address diverse consumption channels in India’s fragmented market.
