Reliance Consumer Products Limited (RCPL) is the FMCG arm of Reliance Industries, has stepped into the packaged drinking water market with its new brand “SURE”, launched under the revived Campa line. The water is priced as low as ₹5 for a 250ml bottle, making it cheaper than well known brands like Bisleri, Aquafina, and Kinley by 20–30%. Reliance is targeting the fast growing ₹30,000 crore water market, which is expanding by 15% each year.
The new SURE water is cleaned through advanced methods like reverse osmosis and UV treatment while keeping essential minerals for taste and health. The water comes in eco friendly PET bottles that can be recycled. The brand aims to be the go to option for everyday hydration whether at home, in offices, or while traveling.
Available Sizes and Prices
- 250ml bottle – ₹5
- 500ml bottle – ₹10
- 1L bottle – ₹20
- 20L jar – ₹80
Products are being sold through Reliance Retail stores, JioMart, and Reliance Smart outlets.
Guwahati Plant Powers Expansion
The launch coincides with the inauguration of a modern bottling facility in Guwahati, Assam, on February 22, 2025. Developed in partnership with Jericho Foods and Beverages LLP, the six-lakh square foot plant is equipped with two high speed production lines. One unit can produce up to 18 crore litres of water annually, while the other is dedicated to carbonated soft drinks under the Campa brand, with a capacity of 10 crore litres. The facility not only produces “SURE” water but also manufactures Independence water, Campa Cola, Campa Orange, Campa Lemon, and Power Up energy drinks. The project is expected to create more than 200 jobs in Assam while improving distribution in the Northeast and supporting nationwide expansion.RE water but also Independence water, Campa Cola, Campa Orange, Campa Lemon, and Power Up energy drinks.
Market Strategy: Taking on Big Brands
The Indian packaged water sector is dominated by Bisleri, which holds about 25 percent of the market. Reliance is entering the space with an aggressive pricing strategy and the advantage of its extensive distribution network of over 18,000 Reliance Retail stores along with JioMart. The company is initially focusing on Assam and the broader Northeast region before rolling out across the country. Analysts believe this move could even affect institutional interest in rivals like Varun Beverages, as Reliance builds its share in the market.
Challenges and Considerations
Despite its advantages, the brand may face challenges related to plastic waste and questions about the authenticity of its mineral enrichment. Reliance has responded by highlighting its compliance with BIS standards and promising eco friendly initiatives to address environmental concerns. Early consumer feedback has been positive, with many praising the affordability and value. However, competitors are expected to counter with promotions of their own.
The introduction of “SURE” water is more than just another product launch; it is a strategic move by Reliance to strengthen its presence in the beverages sector. By combining affordability, quality, and large scale infrastructure, RCPL is aiming for a market share of five to ten percent by the financial year 2026. For consumers, the new brand offers reliable hydration at pocket friendly prices. For the industry, it signals a shake up in competition, putting pressure on established players like Bisleri.
Date: 28 September, 2025
Time: 10 AM to 5 PM
Fees: Rs. 1180
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