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Mukesh Ambani-led Reliance enters bottled water market
Reliance Industries has stepped into India’s booming bottled water business with the launch of Campa Sure and Independence brands.
Priced at ₹15 per litre, well below the ₹20 charged by established players such as Bisleri, Aquafina and Kinley, the move signals Reliance’s intention to disrupt yet another consumer segment.
With its vast distribution network and history of aggressive market entry, the company is aiming to replicate the impact it created in telecom with Jio and in soft drinks with Campa Cola.
Low Pricing Strategy of Campa Sure
The company’s pricing immediately stands out. A one litre Campa Sure bottle costs ₹15, while a two litre pack is priced at ₹25, compared to rivals that charge ₹20 and ₹30–35 respectively.
Independence, Reliance’s second brand, offers a 1.5 litre bottle at ₹20, maintaining a clear price advantage across sizes. Industry observers see this as a familiar playbook.
“Reliance is once again using a low price strategy to capture volume, similar to what it did with Jio and Campa Cola,” a sector analyst told Moneycontrol.
This approach allows Reliance to quickly gain shelf space and consumer attention in a market worth over ₹20,000 crore.
Challenges of Building Trust and Scale
While price can open doors, bottled water is a category where consumer trust and distribution strength are critical. Brands like Bisleri have built reputations over decades, and consumers often associate them with consistent quality and purity.
Analysts caution that Reliance will need to invest heavily in manufacturing plants, bottling operations and logistics to match the reach of incumbents.
“The impact of the new launch will depend on how quickly Reliance can scale its distribution,” said Amit Purohit of Elara Capital in a report cited by Moneycontrol.
With Campa Sure and Independence, Reliance has set the stage for a price battle in India’s packaged drinking water industry.
If it can combine aggressive pricing with strong quality controls and nationwide availability, the company may once again rewrite the rules of the game, forcing established players to rethink their strategies.