look news india
Campa Sure Packaged Water: Mukesh Ambani’s FMCG company Reliance Consumer Products is now set to make a splash in the packaged water market. After its successful start in the Cola sector, the company has now launched its new brand Campa Sure in a highly competitive water market worth Rs 30,000 crore. The new brand is ready to give a tough competition to big players such as Bisleri, Koka-Cola’s Kinle and Aquafina of PepsiCo.
Entering market at cheap prices
Reliance has launched Campa Sure at very attractive prices. The starting price of a 250 ml bottle is only 5 rupees. In addition, a 1 liter bottle is available for Rs 15 and a 2 liter bottle of Rs 25. These prices are cheaper than 1 liter bottle (Rs 20) and 2 liter bottle (Rs 30-35) of existing market companies like Bisleri, Kinley and Aquafina. Campa Sure will be launched in North Indian markets in the next two weeks.
Partnership with local companies
Reliance has planned to partner with several local packaged water companies to strengthen its hold in this market. According to T. Krishnakumar, director of Reliance Consumer Products, the company is making these partnerships for cooperation in bottling, technology and branding. However, the company has no intention of acquiring these companies. These partnerships are being made to ensure quality and governance standards.
Flaws in the market
Industry experts believe that this aggressive strategy of Reliance will create a big stir in the market. Companies like Bisleri, Coca-Cola and PepsiCo will now pay more attention to marketing and consumer incentive campaigns to maintain their market share. Earlier these companies used to pay less attention to the advertisement of their water brand, but now their strategy can change with the arrival of Reliance.
Success in cola market too
Reliance had earlier made a splash in the cola sector with his campa soft drink brand. By providing a 200 ml bottle for just Rs 10, the company forced Coca-Cola and PepsiCo to reduce the prices of some of its products or launch small packs. Now the company is adopting the same aggressive strategy in the water market.
What will be the effect of this?
This new initiative of Reliance will provide quality water to consumers at affordable rates, but this will increase the pressure on the existing big players in the market. Experts believe that increasing competition in this market will provide better products and better prices to consumers. Campa Sure’s success will depend on Reliance’s aggressive pricing policy and strong distribution network.