हिंदी में पढ़ने के लिए मेनू बार से हिंदी भाषा चयन करें।
Reliance Consumer Products Limited (RCPL) has added a new name to its beverage portfolio — “Campa Sure,” the company’s first packaged drinking water product. With this launch, RCPL aims to capture a major share of India’s rapidly expanding ₹30,000 crore packaged water market.
Already active in the FMCG segment with brands like Campa Cola and Independence, RCPL is now entering the bottled water space, directly challenging established players such as Bisleri, Kinley, and Aquafina.
What is Campa Sure and Why Did Reliance Enter This Market?
Campa Sure is Reliance’s new low-cost bottled water brand, designed to reach consumers across all segments of the country. The packaged water industry in India has been growing steadily due to urbanization, rising demand for clean water, and the need for safe drinking options during travel.
For Reliance, this step is a strategic move to strengthen its FMCG expansion. The company believes that the packaged water segment offers a stable, fast-growing, and distribution-friendly opportunity within its retail ecosystem.
Launch Strategy: Regional Partners and Low Pricing
Reliance has adopted an “asset-light” model for Campa Sure. Instead of setting up its own manufacturing plants across the country, the company will work with regional bottling partners.
This strategy brings two major benefits:
- Lower transportation and distribution costs
- Faster local availability of products
The company has also set attractive introductory prices:
- 250 ml bottle: ₹5
- 1 litre bottle: ₹15
- 2 litre bottle: ₹25
These prices are 20–30% lower than most established brands, helping Reliance quickly attract a wide consumer base.
Balancing Price and Profit — Can It Be Sustained?
While lower prices will likely drive strong sales, the key question is whether this model is sustainable.
Reliance’s strength lies in its vast retail network (Reliance Retail) and robust supply chain, which can help reduce costs.
However, maintaining quality at low prices will be a challenge. With expenses such as bottling, PET packaging, labor, and transportation, Reliance will need precise cost management.
Recently, the government reduced GST rates on packaged drinking water, giving the company some relief and helping keep prices stable.
Impact on Existing Brands: A New Challenge for Bisleri, Kinley, and Aquafina
The launch of Campa Sure brings fresh competition to the established giants of India’s water market — Bisleri, Kinley, and Aquafina.
While these brands dominate the premium segment, Reliance can quickly gain ground in small-pack and retail outlets, especially in semi-urban and rural markets where consumers are highly price-sensitive.
Analysts suggest that if Reliance maintains strong distribution and consistent quality, it could capture a significant market share in these areas.
Supply Chain and Quality Challenges
Adopting a regional partner model carries certain risks — water quality and treatment processes may vary from one location to another.
To maintain uniformity, Reliance must implement strict quality control and audit systems across all bottling partners.
Additionally, the company will need to manage PET bottle usage and recycling, an important factor in terms of environmental sustainability (ESG).
Government Policy and GST Reform Benefits
In September 2025, the Indian government revised the GST structure, reducing tax rates on packaged drinking water.
This reform has encouraged new investments in the sector, and Reliance has taken advantage of this opportunity to launch its brand.
Lower tax rates mean companies pay less tax per product, allowing them to keep retail prices low — a key part of Reliance’s pricing strategy.
₹30,000 Crore Market and Growth Drivers
India’s packaged drinking water market is valued at around ₹30,000 crore and growing at 10–12% annually.
The major growth drivers include:
- Rising demand for safe drinking water in cities
- Bottled water needs during travel and in offices
- Expanding retail network and popularity of small packs
Reliance aims to target mass-segment consumers, a space where no major player has yet created a sustainable low-cost model.
Will Consumers Accept the New Brand?
In rural and smaller towns, consumers focus on price, while in metro cities, brand trust plays a key role.
If Campa Sure can maintain consistent quality and taste, it could gain popularity quickly.
Reliance’s massive retail presence — including Reliance Smart, JioMart, and local store networks — gives it a strong distribution advantage.
Risks and Success Factors
For Reliance, success will depend on these key factors:
- Quality Control: Ensuring consistent quality across all regions
- Cost Management: Keeping PET and transport costs under control
- Marketing: Extending Campa’s nostalgic trust to the water category
- ESG & Sustainability: Maintaining environmental responsibility
If Reliance executes well on these fronts, Campa Sure could become a major player in India’s bottled water industry within the next 2–3 years.
Campa Sure to Intensify Market Competition
With the launch of Campa Sure, India’s packaged water market has become even more competitive.
Reliance’s massive distribution power, strong brand image, and affordable pricing strategy make it a serious contender in this space.
However, the ultimate success will depend on consistent product quality and whether Reliance can build lasting consumer trust.
Source: The Economic Times.
