India’s bottled water industry is going through a big shake-up. Reliance Consumer Products Ltd. (RCPL), led by Mukesh Ambani, has launched Campa packaged drinking water at an extremely affordable price. This move could change how millions of Indians buy bottled water and directly challenge big brands like Bisleri, Aquafina, and Kinley.
What’s New with Campa Water?
Reliance has priced Campa water very aggressively:
- ₹5 for 250 ml bottle
- ₹15 for 1 litre bottle
Currently, most popular water brands charge ₹20–₹25 per litre, which makes Reliance’s pricing almost 40–50% cheaper.
This low-cost strategy is designed to attract budget-conscious consumers while also targeting the mass market in both cities and villages.
Why This Pricing Is a Masterstroke
Reliance is using the same disruptive strategy it applied in telecom with Jio. Just like Jio made internet affordable for every Indian, Campa aims to make safe and pure drinking water affordable for everyone.
- Affordable pricing → Mass adoption
- Strong distribution → Available everywhere through JioMart, Reliance Retail, and kirana stores
- Brand recall → Expanding the Campa name beyond soft drinks
This smart pricing will not only help Reliance gain market share quickly but also put pressure on existing players to rethink their pricing and strategies.
The Indian Bottled Water Market
India’s bottled water industry is worth around ₹35,500 crore and growing rapidly due to rising health awareness, urbanization, and travel. Until now, Bisleri has been the market leader, along with Coca-Cola’s Kinley and PepsiCo’s Aquafina.
With Campa water entering at such a low price, the market could see a major shift in consumer choices.
What This Means for Consumers
For the average Indian consumer, this move is highly beneficial:
- Affordable safe drinking water for daily use
- More choices in the market
- Wider availability in small towns and rural areas
This could especially help students, daily commuters, and low-income groups who find current bottled water prices high.
Reliance’s Bigger Plan with Campa
Reliance is not just selling water. It is building the Campa brand into a complete ready-to-drink portfolio that includes:
- Campa Cola
- Campa soft drinks
- Campa bottled water
By 2026–27, Reliance aims to become a top national player in the packaged water segment.
Final Thoughts
Reliance’s entry into the bottled water business with ₹15 per litre Campa water is a game-changer. It has the potential to make safe drinking water accessible to everyone, while shaking up the ₹35,500 crore industry.
If this strategy works like Jio in telecom, we could soon see Campa water becoming a household name across India.
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