Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has entered the competitive packaged drinking water market with the launch of “SURE” mineral water under its revived Campa beverage umbrella. Priced starting at ₹5 for a 250ml bottle, the brand positions itself as an affordable, high-quality option, available at 20-30% discounts compared to established players like Bisleri, Aquafina, and Kinley. For consumers, retailers, and industry observers searching Reliance SURE water launch, Campa mineral water 2025, or affordable packaged water India, this move aligns with RCPL’s aggressive push into beverages, leveraging new bottling infrastructure to capture the ₹30,000 crore market growing at 15% annually.
The launch, tied to the February 2025 inauguration of a state-of-the-art plant in Guwahati, Assam, emphasizes purity, mineral enrichment, and regional accessibility, marking Reliance’s diversification beyond colas like Campa into essentials.
Product Details: Purity and Affordability at Core
“SURE” water is purified through advanced processes, including reverse osmosis and UV treatment, while retaining essential minerals for taste and health benefits. Packaged in eco-friendly PET bottles, it targets everyday hydration for households, offices, and on-the-go consumers.
Key variants and pricing:
- 250ml Bottle: ₹5 (entry-level impulse buy).
- 500ml Bottle: ₹10 (convenience store staple).
- 1L Bottle: ₹20 (home/office use).
- 20L Jar: ₹80 (bulk refill option).
Available via Reliance Retail outlets (JioMart, Reliance Smart), the brand promises “sure hydration” with a focus on Northeast markets, where the Guwahati plant boosts supply.
| Variant | Capacity | Price (₹) | Discount vs. Peers |
|---|---|---|---|
| Small Bottle | 250ml | 5 | 20-30% (vs. Bisleri ₹7) |
| Medium Bottle | 500ml | 10 | 20-30% (vs. Kinley ₹13) |
| Large Bottle | 1L | 20 | 20-30% (vs. Aquafina ₹25) |
| Jar | 20L | 80 | Bulk Savings |
Launch Context: Guwahati Plant Powers Expansion
The rollout coincides with the February 22, 2025, inauguration of RCPL’s new bottling facility in Guwahati, developed with local partner Jericho Foods and Beverages LLP. Spanning 6 lakh sq. ft., the plant features two high-speed lines: a 583 BPM water production unit (capacity: 18 crore liters annually) and a 600 BPM carbonated soft drink line for Campa variants.
- Production Scope: Manufactures “SURE” alongside Independence water, Campa Cola, Campa Orange, Campa Lemon, and Power Up energy drinks.
- Economic Impact: Generates 200+ jobs in Assam, supporting Northeast distribution while enabling pan-India scaling.
- Tech Edge: Cutting-edge purification and bottling ensure compliance with BIS standards, emphasizing sustainability with recyclable packaging.
RCPL COO Ketan Mody stated: “This facility reinforces our commitment to quality beverages, creating local opportunities.” The plant’s 10 crore liter CSD capacity complements water output, positioning Reliance as a full-spectrum player.
Market Strategy: Undercutting Rivals in a Thirsty Sector
India’s packaged water market, valued at ₹30,000 crore, is fragmented yet dominated by Bisleri (25% share). Reliance enters with aggressive pricing to disrupt, targeting price-sensitive urban and semi-urban consumers amid rising health awareness and water scarcity.
- Competitive Edge: 20-30% lower prices without compromising quality; mineral-enriched for premium appeal.
- Distribution Muscle: Leverages Reliance Retail’s 18,000+ stores and JioMart for nationwide reach.
- Northeast Focus: Initial emphasis on Assam and beyond, capitalizing on regional demand.
Analysts predict “institutional holdings in peers like Varun Beverages (VBL) may decline” as Reliance gains traction. With Campa’s cola revival (launched 2022), “SURE” extends the portfolio, aiming for 5-10% market share by FY26.
Challenges and Consumer Considerations
While affordable, concerns include plastic waste and mineral sourcing authenticity—Reliance assures BIS certification and eco-initiatives. Early feedback praises value, but rivals may counter with promotions.
Conclusion: SURE Bets on Hydration Dominance
Reliance’s “SURE” launch at ₹5 isn’t splashy—it’s strategic, blending affordability with infrastructure to quench India’s thirst for value. As Campa evolves, this could refresh RCPL’s FMCG playbook. For shoppers, it’s a budget win; for investors, a growth signal. Will it douse Bisleri’s lead? Early sales will flow.
