MUMBAI : Unveiled in October, Campa Sure bottles are priced aggressively at ₹5 for 250ml and ₹15 for one litre, undercutting established rivals Bisleri, Kinley, and Aquafina by 20–30%. The move mirrors Reliance’s tried-and-tested disruption playbook seen earlier with Jio in telecom and Campa Cola in soft drinks.
The company is currently in talks with nearly two dozen manufacturers across North India for bottling, technology, and branding collaborations, eschewing acquisitions in favor of partnerships.
India’s organized bottled water segment, valued at around ₹20,000 crore, is dominated by three big players: Bisleri with 36% market share, Coca-Cola’s Kinley at 20%, and PepsiCo’s Aquafina at 15%. Reliance’s entry, analysts predict, will pressure these leaders to cut prices and expand aggressively.
The launch comes soon after the government’s September 22 decision to slash GST on packaged water from 18% to 5%. This has already led to price adjustments across the sector, Indian Railways, for instance, reduced Rail Neer’s one-litre price from ₹15 to ₹14.
Reliance's Campa Sure is set to shake up India's bottled water market with its aggressive pricing strategy. By offering lower prices than Bisleri, Kinley, and Aquafina, Reliance aims to capture market share. The company is focusing on partnerships with manufacturers, avoiding acquisitions, and leveraging recent GST cuts to enhance its competitive edge.