According to an official statement, Reliance is already in talks with about 24 regional players in Northern India for the rollout.
Reliance Consumer Products Ltd has announced that it will collaborate with regional water makers to bottle and distribute its bottled water brand 'Campa Sure', which will roll out in Northern Indian markets in two weeks, with prices starting at Rs 5 per 250 ml bottle.
Significantly, the launch of Campa Sure bottled water brand coincides with the government's implementation of GST 2.0 from September 22, under which the GST on packaged drinking water, including mineral and artificial water, was cut from 18% to 5%, allowing for a more competitive pricing environment.
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According to an official statement, Reliance is already in talks with about 24 regional players in Northern India for the rollout. The company also plans to introduce another bottled water brand called Independence, with similarly competitive pricing, such as Rs 20 for a 1.5-litre bottle, as against Rs 30 to Rs 35, sold by competitors, by positioning it at a higher price point than Campa Sure.
Larger packs of Campa Sure bottled water have been priced around 20 per cent to 30 per cent cheaper than national brands like Kinley. A one-litre Campa Sure bottle will be sold at Rs 15, compared to Rs 20 for a one-litre bottle sold by well established market leaders like Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina, while two-litre bottles of Campa Sure have been priced at Rs 25, cheaper than the Rs 30 to Rs 35 range of competitors.
The move by Reliance Consumer Products Ltd mirrors its earlier pricing strategy used to sell its Campa soft drink, which it had launched at Rs 10 for a 200 ml bottle, resulting in price cuts as well as packaging changes by PepsiCo and Coca-Cola.
It may be recalled that in June, Reliance Consumer Products Ltd had announced an investment of around Rs 6,000 crore for the next 15 months. This investment will build around 12 new factories, greenfield plants and co-packing units with regional partners.