NEW DELHI: Reliance Consumer Products is launching Campa Sure, a new mass-priced packaged water brand, aiming to disrupt the ₹30,000-crore market. It will partner with dozens of regional bottlers and offer prices 20-30% lower than competitors. This aggressive strategy seeks to democratise the category and curb counterfeits, starting with Northern markets.
This will disrupt the intensely competitive and fragmented ₹30,000-crore packaged water category with aggressive pricing. “We are in the process of collaborating with and signing partnerships with multiple regional packaged water firms for bottling and to ensure governance standards for smaller brands,” said T Krishnakumar, director of Reliance Consumer Products, the group’s FMCG arm.
The partnerships will be structured on bottling, technology, and possible branding tie-ups, he said. The company is not planning acquisitions of partners, he said.
Campa Sure, launched with prices starting from ₹5 for 250-ml bottles, is expected to be rolled out starting with the Northern markets over the next fortnight.
Its bigger packs are priced 20-30% lower than existing national players. A one-litre Campa Sure bottle, for example, is sold for ₹15 compared to ₹20 at which category leader Bisleri, Coca-Cola’s Kinley, and Aquafina from PepsiCo sell at. Two-litre packs of Campa Sure are priced at ₹25 compared to ₹30-35 for rivals.
Reliance is selling another packaged water brand under its staples franchise Independence, which is priced higher than Sure.
