Reliance Enters Juice Battle with Sun Crush Launch at ₹20 to Take on Tropicana, Real, and More

Reliance Consumer Products Ltd (RCPL), the FMCG arm of Mukesh Ambani-led Reliance Industries, has officially entered the fast-growing Indian packaged beverages market with Sun Crush, a premium juice brand aimed at shaking up the competition. The company has secured the India rights to Sun Crush from Sri Lanka-based Ceylon Beverage International, owned by cricketing icon Muttiah Muralitharan, and has kickstarted local production to deliver the product to Indian consumers at an aggressively competitive price.

Priced at just ₹20 for a 200 ml bottle, Sun Crush is set to challenge legacy juice brands like Dabur’s Real, PepsiCo’s Tropicana, ITC’s B Natural, Amul Tru, and Paperboat. The move mirrors Reliance’s well-known playbook of using disruptive pricing to gain market share, as seen in its soft drinks and energy drinks portfolio.

Targeting India’s ₹67,000 Crore Beverage Market

Analysts view this launch as a bold and strategic step by Reliance to expand its footprint in India’s ₹67,000 crore beverages market, which is on track to reach ₹1.47 trillion by 2030, according to think tank ICRIER. With India’s packaged beverages segment witnessing rising demand for fruit-based, health-oriented drinks, Reliance is positioning Sun Crush as a value-for-money alternative to established premium brands.

“Reliance is leveraging its vast distribution network and pricing strategy to challenge the dominance of legacy brands,” said a senior beverage industry executive. “At ₹20 per 200 ml, Sun Crush undercuts many of its competitors while appealing to India’s value-driven consumers.”

Strengthening Ties with Ceylon Beverage International

The partnership with Ceylon Beverage International extends beyond Sun Crush. Reliance already works with the Sri Lankan firm on the contract packaging of Campa soft drinks, as well as the co-creation of Spinn India energy drink. This latest collaboration introduces Muralitharan’s well-known Sun Crush brand, previously popular in Sri Lanka, to the Indian mass market.

Reliance’s Beverage Ambitions Take Shape

The Sun Crush launch is Reliance’s second major move in the juice segment after acquiring RasKik, a fruit drink brand, two years ago from Vikas Chawla, former MD of Coca-Cola Southeast Europe. It also comes on the heels of the successful revival of Campa Cola and the rollout of Spinn India, signaling Reliance’s long-term vision to compete across multiple beverage categories—from carbonated drinks to energy drinks and now juices.

“Reliance’s aggressive pricing and extensive retail reach could alter market dynamics,” added a retail analyst. “The juice market is ripe for disruption, and Reliance has the scale to make a serious impact.”

The Juice War Heats Up

With Sun Crush now on retail shelves nationwide, the battle for consumer attention intensifies. As health-conscious consumers increasingly shift toward fruit-based beverages, Reliance’s ₹20 price point could resonate well, especially in a market where affordability plays a crucial role.

As Reliance Consumer Products Ltd prepares for potential IPO moves related to its retail and digital arms, experts suggest that such aggressive diversification strategies will be key to its continued dominance across India’s consumer landscape.

With production in full swing and distribution expanding rapidly, Reliance is clearly playing the long game in India’s juice market. All eyes are now on whether Sun Crush can shake up the sector just like Campa did in soft drinks.