Mukesh Ambani, Asia’s richest businessman, has partnered with legendary Sri Lankan cricketer Muttiah Muralitharan to shake up the Indian and global beverage markets. The partnership between Reliance Consumer Products (RCPL) and Muralitharan’s Ceylon Beverage International has granted RCPL the Indian rights to the premium juice brand Sun Crush. With this deal, RCPL will be manufacturing Sun Crush locally in India, making it a major player in the packaged beverage market.
Reliance has adopted an aggressive pricing strategy, with a 200ml bottle of Sun Crush available at a competitive price of Rs 20. This pricing strategy is likely to pose a challenge to other major players in the market, including Dabur’s Real, ITC’s B Natural, Amul Tru, and PepsiCo’s Tropicana. The market is already witnessing tough competition, with variants from Real and Tropicana already available at similar price points.
Reliance’s focus on building its beverage portfolio is evident through its past acquisitions, including the acquisition of Raskik, a local juice manufacturer, two years ago. The company has also secured distribution rights for energy drinks and juices in India, as well as contract packaging for Campa Cola and co-creating an energy drink with Ceylon Beverages.
The Indian beverage market is expected to grow significantly, with a projected value of Rs 1.47 lakh crore by 2030, driven by categories such as carbonated soft drinks, fruit-based beverages, juices, and water. This growth presents immense opportunities for companies like Reliance to expand their presence in the market. With its strategic partnerships and aggressive pricing strategy, Reliance is set to challenge the dominance of major players like Pepsi, Amul, and Tata, making it a key player in the beverage market.