Reliance Industries, led by Mukesh Ambani, has entered India’s ₹20,000-crore bottled water market with two new brands: Campa Sure and Independence. The company has adopted an aggressive pricing strategy, with Campa Sure priced at ₹15 per liter and ₹25 for a two-liter pack, significantly lower than market leaders like Bisleri, Kinley, and Aquafina. This move is seen as a disruption in the industry, similar to what Reliance did with Jio in the telecom sector and Campa Cola in the soft drinks market.
The low-cost strategy aims to capture volume and secure quick shelf space and consumer attention. However, analysts warn that the bottled water industry is trust-driven, and established brands like Bisleri have spent decades building reputations for purity and reliability. To succeed, Reliance will need to scale its distribution quickly and combine affordability with quality and nationwide reach.
The launch of Campa Sure and Independence is expected to trigger a price war in the packaged drinking water sector. If Reliance can execute its strategy effectively, it may rewrite industry rules, just as it did with Jio and Campa Cola. Industry experts believe that Reliance’s ability to scale its distribution network will be crucial in determining the impact of the new launch.
The pricing strategy of Campa Sure and Independence is as follows:
– Campa Sure: ₹15 per liter and ₹25 for a two-liter pack
– Independence: ₹20 for a 1.5-liter bottle
In comparison, rival brands typically charge ₹20 for one liter and ₹30-35 for two liters. The aggressive pricing strategy by Reliance is likely to disrupt the market and challenge the dominance of established players. With its strong distribution network and brand recognition, Reliance is well-positioned to make a significant impact in the bottled water market.