Reliance Industries has officially entered India’s growing bottled water segment with the launch of its new brands, Campa Sure and Independence.
Priced at ₹15 per litre, Campa Sure undercuts established players such as Bisleri, Aquafina, and Kinley, who charge around ₹20 per litre. A two-litre Campa Sure pack is priced at ₹25, while Independence offers a 1.5-litre bottle at ₹20, maintaining a clear price advantage across sizes.
The move reflects Reliance’s familiar strategy of using aggressive pricing to capture volume quickly, similar to its approach with Jio in telecom and Campa Cola in soft drinks. Leveraging its vast distribution network, the company aims to make a strong impact in a packaged water market valued at over ₹20,000 crore.
Pricing Strategy
Campa Sure and Independence are designed to attract price-sensitive consumers. By undercutting incumbents, Reliance seeks to gain rapid shelf presence and consumer attention. Analysts note that this approach allows the company to challenge market leaders quickly.
Building Trust and Scale
While low prices can open doors, bottled water is a segment where consumer trust and consistent quality are critical. Established brands like Bisleri have built strong reputations over decades. Analysts emphasize that Reliance will need substantial investment in manufacturing, bottling, and logistics to match the scale and reliability of incumbents.
“The success of the launch will depend on how quickly Reliance can scale its distribution,” said Amit Purohit of Elara Capital.
With Campa Sure and Independence, Reliance is setting the stage for a potential price war in India’s packaged water market. If it combines competitive pricing with strong quality control and nationwide availability, the company could disrupt the segment and force existing players to rethink their strategies.
