If there’s one word to describe Reliance’s playbook, it has to be disruption. Now that the conglomerate has entered the bottled water market with Campa Sure and Independence, industry analysts expect to see the kind of disruption they witnessed in telecom, OTT and in FMCG. The two brands offer packaged water at prices lower than most established brands. A one-litre bottle of Campa Sure will be sold at 15, while Independence will sell a 1.5 litre pack at20. Meanwhile, most brands in the category sell one-litre bottles at 20 and two-litre bottles at30. The pricing strategy is fairly similar to Campa Cola drinks that are priced at `10 for 200 ml, which subsequently forced Pepsi and Coca-Cola to drop prices.