Reliance, a conglomerate, has launched its second packaged water brand, Campa Sure, which is priced lower than the segment leader, Bisleri. This move marks Reliance’s most direct challenge to rivals such as Bisleri, Coca-Cola, and PepsiCo. Reliance’s first packaged water brand, Independence, was launched in 2022 and is part of the company’s staples portfolio, targeting value-conscious households. Campa Sure, on the other hand, is a bottled water extension of the Campa soft drink brand, which was relaunched in 2023.
The rationale behind having two water brands lies in distribution and brand positioning. Independence is designed for households buying staples, while Campa is a beverage-first brand with stronger consumer recall, especially among urban and younger audiences. Selling water under Campa Sure allows Reliance to offer a unified beverage basket to distributors and retailers, simplifying sales pitches and improving shelf visibility.
Campa Sure strengthens Reliance’s beverage distribution by deepening its reach in small retail outlets, paan shops, and local stores. Retailers prefer stocking brands that offer a full range of products, and with Campa Sure, Reliance can offer a complete beverage suite under one name, improving margins and simplifying inventory. This allows Reliance to compete more directly with Coca-Cola and PepsiCo, whose water brands are integral to their distribution strategy.
Reliance is using penetration pricing to scale Campa Sure quickly, with a one-litre bottle expected to retail at ₹15-₹17, compared to ₹20-₹22 for brands like Bisleri, Kinley, and Aquafina. This strategy is expected to pressure incumbents to lower prices or increase trade discounts, potentially reshaping pricing dynamics across India’s bottled water industry.
Reliance’s broader game plan is to intensify a price war across both the cola and bottled water segments. By bundling water into the same product line as its fizzy drinks, Reliance is directly undercutting global beverage giants like Coca-Cola and PepsiCo. However, competing on price alone may not guarantee successful long-term expansion, especially in urban markets where consumers are spoilt for choice. Reliance will need to navigate this challenge to achieve its goal of becoming a major player in the Indian beverage market.