Reliance’s Campa Sure is Priced at Rs. 15/Litre, Competing with Established Players Like Bisleri, Kinley, and Aquafina

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Reliance Industries has launched a new packaged water brand called “Campa Sure” under its consumer products line in September 2025. Its nationwide rollout is expected to start in October 2025. The company aims to disrupt the already existing market with a low-pricing strategy and partnership with regional bottled water suppliers. 

Reliance Industries’ Unique Strategic Partnership Model

Campa Sure will charge Rs. 5 for 250ml bottles, whereas its 1 litre water bottle will cost Rs. 15. This value is significantly lower than that of industry leaders like Bisleri, Kinley, and Aquafina. Some suggest that Reliance Industries' pricing strategy is similar to that implemented during the launch of the Jio SIM card in the telecommunication sector. 

Reliance is also partnering with local packaged water manufacturers across North India to successfully manage the water purity standards and distribution networks. T Krishnakumar, the director of Reliance Consumer Products, recently said, “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.”

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Reliance has planned to initially launch Campa Sure in the northern parts of India, and gradually make it available across the southern region as well.

Reliance Intends to Disrupt the Packaged Water Market by 2026

The current packaged water market is dominated by players like Bisleri, Coca-Cola’s Kinley, and PepsiCo’s Aquafina. These three companies control around 70% of the bottled-water supply, which is valued at Rs. 30,000 crore. 

Industry Experts speculate that Reliance's entry will disrupt the current market. A sector analyst said, “Reliance is once again using a low-price strategy to capture volume, similar to what it did with Jio and Campa Cola.” The company has also launched another packaged water-selling brand called “Independence” to beat the competition. 

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Another important thing to note is that the launch of Campa Sure coincides with the Government's GST reduction policy on packaged water bottles. The new GST on bottled water has been reduced to 5% from 18%. Overall, the company aims to conquer 70% market share in the packaged water sector by March 2026.