Reliance Consumer Enters Hydration Beverage Market, Intensifies Competition with Tata, Dabur

Reliance Consumer Products Ltd (RCPL), the consumer products division of Reliance Industries, has launched Raskik Gluco Energy, marking its foray into the hydration beverage category. Priced competitively at ₹10, the new product is poised to challenge major players like Tata Consumer Products, PepsiCo, Dabur, and Coca-Cola in the mass-market segment.

In 2023, RCPL, a wholly-owned subsidiary of Reliance Retail Ventures Ltd (RRVL), acquired the Raskik brand, originally launched in 2019 by Vikas Chawla, a former Coca-Cola executive. Initially offering coconut water and fruit-based beverages, Raskik is now being repositioned as a master brand for juices and functional drinks.

Reliance has been actively expanding its consumer products portfolio through strategic acquisitions. In 2022, it acquired the iconic Campa Cola brand and relaunched it at ₹10 for a 200ml pack, shaking up the market and prompting rivals like Coca-Cola, PepsiCo, Dabur, and Tata Consumer Products to reassess their pricing strategies. Currently, similar packs from competitors are priced at ₹20.

The new Raskik Gluco Energy will be launched nationwide and will also be available in a 750ml home-consumption pack. The brand currently offers variants like mango, apple, mixed fruit, coconut water, and nimbu pani, with plans to further expand its portfolio of “still” beverages.

“Our vision is to establish Raskik as a master brand in hydration and juices, encompassing all still beverages under one umbrella,” said Ketan Mody, COO of Reliance Consumer Products Ltd.

Impact on Competitors

Analysts suggest RCPL’s entry into the hydration market could pose challenges for rivals like Dabur and Tata Consumer Products. “We anticipate weak sales for Tata Consumer’s Nourishco and Dabur’s fruit juice business in the December quarter,” said Abneesh Roy of Nuvama Institutional Equities.

Tata Consumer currently sells Tata Gluco+ at ₹10, while Dabur recently launched Dabur GlucoPlus-C for ₹10 in select markets.

Market Potential

India’s non-alcoholic beverages market is expected to grow at a compound annual rate of 8.7%, reaching ₹1.47 trillion by 2030, according to a report by ICRIER.

In addition to beverages, RCPL offers a wide range of consumer products, including staples, biscuits, chocolates, and personal care items like soaps, laundry detergents, and floor cleaners.