Reliance Consumer Products Ltd (RCPL) is making a bold entry into India’s sports beverages sector with the launch of ‘Spinner,’ a sports drink co-created with former Sri Lankan cricketer Muttiah Muralitharan. Priced at just Rs 10 for a 150 ml bottle, Spinner is set to disrupt the market by offering a significantly more affordable alternative to established brands like Gatorade and Powerade, which are sold at nearly double the price. This aggressive pricing strategy mirrors Reliance’s approach with Campa Cola, which quickly captured market share in the carbonated soft drinks segment.
Spinner is being bottled at Muralitharan’s company, Muttiah Beverages, which already has a contract packaging partnership with Reliance for Campa Cola cans. As RCPL ramps up distribution, retailers have been briefed on the upcoming launch, with stocks being placed ahead of peak summer demand. Given the current heatwave conditions across India, with temperatures soaring 6-8 degrees above normal, the timing of this entry aligns with an anticipated surge in demand for hydrating beverages.
However, Reliance is not the only player betting big on India’s evolving hydration market. Hindustan Unilever Ltd (HUL) is introducing Liquid IV, a global leader in powdered hydration drinks. Unilever acquired the brand in 2020 and has since expanded it across multiple international markets, including the US, UK, China, and Australia. Liquid IV’s entry into India is part of HUL’s broader strategy to expand its premium product portfolio and capitalize on the growing demand for functional beverages.
India’s hydration market, currently valued at around $1 billion annually, is largely urban-centric. Within this, the sports drinks category is estimated to be worth Rs 240 crore but is expected to grow exponentially with the introduction of lower-priced options like Spinner. Industry analysts predict that the mass pricing strategy could significantly accelerate market expansion over the next five years, with projections indicating a market size of $103.6 million by 2030, growing at a CAGR of 6.35%. The rising focus on fitness, health-conscious consumers, and lifestyle shifts are key factors driving this growth.
This intensifying competition presents challenges for established players like Coca-Cola and PepsiCo, who have long dominated the segment. Coca-Cola India ventured into the sports drinks category three years ago with Limca Sportz, endorsed by Olympic javelin medalist Neeraj Chopra, while PepsiCo has been selling Gatorade in India at Rs 50 for a 500 ml bottle. The entry of Reliance and Unilever will likely push these global giants to reconsider their pricing strategies and product positioning.
Reliance’s foray into sports drinks closely follows its successful revival of Campa Cola, which generated Rs 400 crore in revenue during 2023-24. Analysts project that the brand could hit Rs 1,000 crore in the current financial year, with a growing market share in select states. Campa Cola’s aggressive pricing and high trade commissions have already put pressure on Coca-Cola and PepsiCo, and a similar strategy in the sports drinks category could disrupt the competitive landscape even further.
With its strong distribution network, competitive pricing, and strategic partnerships, Reliance is poised to reshape India’s sports beverages market, while Unilever’s premium approach with Liquid IV targets the health-conscious consumer segment. As both companies gear up for large-scale launches, India’s sports drinks sector is on the brink of a major transformation.