Reliance enters India’s packaged water market with budget brand Campa Sure

INDIA – Reliance Consumer Products has announced its entry into India’s packaged water market with the launch of Campa Sure, a new value-oriented brand.  

The move marks the company’s expansion into the Rs 30,000-crore bottled water segment, which is currently dominated by Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina. 

The launch aims to disrupt the category through aggressive pricing and partnerships with regional bottled water producers. Small bottles of Campa Sure will be priced at just Rs 5 for 250 ml, while a one-litre pack will retail for US$0.17, compared with US$0.23 for competing brands.  

A two-litre pack will sell for Rs 25 (US$0.28), against the US$0.34–0.39 range of rivals. Larger packs are expected to be priced 20–30% lower than existing national brands. 

T Krishnakumar, director of Reliance Consumer Products, told The Economic Times that the company is collaborating with multiple regional firms to handle bottling while maintaining strict governance standards.  

“By partnering with regional and local manufacturers, we can ensure benchmark standards, democratise the category, and help curb the growing threat of counterfeit bottled water products,” Krishnakumar said. 

Campa Sure will debut in northern India, supported by about two dozen partnerships already under discussion. Reliance also markets another bottled water brand under its Independence staples franchise, though at a higher price point. 

Industry observers say the move could intensify competition, with established brands likely to increase advertising and promotions to defend their market share. Coca-Cola and PepsiCo have so far spent little on marketing their water brands, unlike Bisleri, which has a long-standing presence. 

The strategy mirrors Reliance’s earlier launch of Campa soft drinks, which compelled rivals to lower prices or introduce smaller pack sizes. Reliance maintains that the Campa Sure initiative is not merely a tactical disruption but part of a long-term plan to expand the company’s consumer product footprint. 

The rollout coincides with the government’s implementation of GST 2.0 on September 22, which reduced the tax rate on packaged water from 18% to 5%. The lower levy has already prompted price cuts across the industry, creating favorable conditions for Campa Sure’s launch. 

Reliance Consumer Products has also committed US$675.8–90.1.1 million in investment over the next 12–15 months to expand its beverage manufacturing capacity.  

The funds will support 10–12 new facilities, including greenfield plants and co-packing units with partners. This represents Reliance’s largest investment in consumer products to date, aimed at strengthening its competitiveness against multinational and regional players. 

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