Mukesh Ambani’s Reliance is entering the sports drink market with “Spinner,” priced at just ₹10, challenging established players like Gatorade and Powerade by offering a significantly cheaper alternative. The strategy mirrors Reliance’s successful disruption of the carbonated beverage market with Campa Cola, using aggressive pricing to gain market share. Meanwhile, Unilever is also targeting the sports and energy drink market with Liquid IV, focusing on premium consumers, intensifying competition.
Reliance is employing its well-established low-price strategy by entering the sports drink market with “Spinner,” priced at just ₹10 for a 150 ml bottle, significantly undercutting competitors like Gatorade and Powerade. This approach aims to attract a broader consumer base. Spinner was co-created with Sri Lankan cricket legend Muttiah Muralitharan. Reliance hopes to replicate the market disruption it achieved with Campa Cola, where aggressive pricing led to a 10% market share in the sparkling beverage category in select states. Designed for all Indians, including fitness enthusiasts, Spinner offers a quick and effective hydration solution and is available in lemon, orange, and nitro-blue flavors. To boost visibility, Spinner is partnering with top IPL teams. While Reliance focuses on the mass market, Unilever is targeting premium consumers with Liquid IV, intensifying competition in the sports and energy drink sector.
With Spinner, Reliance aims to establish a $1 billion sports beverage category in India within three years. Reliance relaunched Campa Cola less than two years ago and has managed to capture a 10% market share in the sparkling beverage category in select states.
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