Reliance Industries has made a splash in India’s ₹20,000-crore bottled water industry with the launch of its two brands — Campa Sure and Independence.

The company has chosen an aggressive pricing strategy to challenge market leaders like Bisleri, Aquafina and Kinley. A one-litre Campa Sure bottle is priced at ₹15, while the two-litre pack comes at ₹25.

Rival brands typically charge ₹20 for one litre and ₹30–35 for two litres. Independence, the second brand, also offers competitive pricing, with a 1.5-litre bottle at ₹20.

Industry experts see this as a familiar Reliance playbook. “Reliance is once again using a low-price strategy to capture volume, similar to what it did with Jio and Campa Cola,” a sector analyst told Moneycontrol.

The strategy could help Reliance secure quick shelf space and consumer attention, but analysts warn that bottled water is a trust-driven category. Established brands like Bisleri have spent decades building reputations for purity and reliability.

“The impact of the new launch will depend on how quickly Reliance can scale its distribution,” said Amit Purohit of Elara Capital in a report cited by Moneycontrol.

With Campa Sure and Independence, Reliance has set the stage for a price war in packaged drinking water. If it can combine affordability with quality and nationwide reach, Mukesh Ambani may once again rewrite industry rules — just as he did with Jio in telecom and Campa Cola in soft drinks.