Reliance Consumer Products Ltd (RCPL), a subsidiary of Reliance Retail Ventures, is preparing to make a big splash in India’s packaged drinking water market with the launch of its new budget-friendly water brand, Campa Sure. According to a report by a news agency, the company is targeting the massive ₹30,000-crore bottled water industry by positioning its product at highly competitive prices and leveraging strategic partnerships with local water producers.
Currently, the packaged water segment is dominated by major brands such as Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina. Reliance aims to challenge their market supremacy with Campa Sure, offering consumers an affordable alternative without compromising quality.
To achieve this, Reliance is in discussions with nearly two dozen regional bottled water companies to support the initial rollout. These collaborations will focus on bottling, technology support, and branding tie-ups, giving Reliance a strong foothold in local markets.
Campa Sure is expected to launch first in Northern India. Pricing will be its biggest weapon:
₹5 for a 250 ml small bottle
₹15 for a 1-litre bottle (compared to ₹20 for competitors)
₹25 for a 2-litre pack (against ₹30–₹35 in the market)
This makes Campa Sure 20–30% cheaper than current national brands, putting direct pressure on existing players.
Industry experts believe that leading brands may soon increase advertising and promotional spending to retain their market share. While Coca-Cola and PepsiCo have not been aggressive in promoting Kinley and Aquafina, Bisleri has maintained a dominant presence with regular brand campaigns.
Reliance’s pricing strategy is similar to its earlier Campa Cola soft drinks revival, which compelled rivals to cut prices and introduce smaller pack sizes to stay competitive.
The launch of Campa Sure also aligns with the government’s GST 2.0 rollout on September 22, which reduced the tax rate on packaged drinking water from 18% to 5%. This tax cut has already triggered price reductions across the industry, making Reliance’s entry even more attractive for consumers.
Reliance Consumer Products is not stopping with just water. In June, the company revealed plans to invest between ₹6,000 crore and ₹8,000 crore over the next 12–15 months to expand its beverage manufacturing capacity.
This investment includes setting up 10–12 new facilities, ranging from greenfield plants to co-packing units with partners, in a bid to strengthen its presence against global giants Coca-Cola and PepsiCo, as well as strong regional bottled water brands.
This will be Reliance’s largest investment in consumer products so far, highlighting the company’s ambition to dominate the fast-growing Indian beverages sector.
With the introduction of Campa Sure water, Reliance Consumer Products is gearing up to redefine India’s highly competitive packaged water industry. Backed by an aggressive pricing model, the company aims to make quality bottled water more affordable and accessible to consumers across urban and semi-urban markets. Its partnerships with regional manufacturers not only reduce costs but also create a robust supply chain to ensure widespread availability.
The timing of this launch is strategic, coinciding with the GST 2.0 tax cut from 18% to 5%, which further amplifies the brand’s cost advantage over established rivals. By aligning innovation with affordability, Reliance is positioning itself as a serious challenger to Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina.
If executed successfully, Campa Sure could accelerate Reliance’s dominance in the ₹30,000-crore bottled water market, expand its beverage footprint, and potentially reshape the way Indian consumers perceive and purchase packaged drinking water.