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Sun Crush is not Reliance’s first play in the juice space. The company earlier launched RasKik, another fruit drink brand focused on the mass market. But Sun Crush adds a tropical twist and comes with an established international reputation thanks to its Sri Lankan origins.
Reliance is not new to collaborating with Ceylon Beverage International. The two companies already work together on:
Campa Cola – A nostalgic revival of India’s iconic cola brand
Spinner Energy Drink – A fast-growing entrant in the energy drinks category
Now, Sun Crush joins the lineup, bringing a fruity burst of flavor and freshness to India’s increasingly competitive non-alcoholic beverages market.
A ₹67,000 Crore Market and Growing Fast
The timing of Sun Crush’s entry couldn’t be better. The Indian beverage industry is currently valued at ₹67,000 crore and is projected to more than double — reaching ₹1.47 trillion by 2030.
This explosive growth is driven by:
Rising health consciousness
Growing urbanization and disposable incomes
Preference for hygienic and ready-to-drink options
Expanding retail reach, especially in Tier 2 & Tier 3 cities
Reliance is betting big on this boom, and Sun Crush is a major part of its strategy to dominate the beverage aisle — from metros to villages.
1 Million Retail Outlets Targeted by FY25
RCPL isn’t just stopping at a great product and competitive pricing. The company has set an ambitious goal to reach one million retail outlets by FY25.
This will ensure widespread availability of Sun Crush across India’s urban and rural markets — leveraging Reliance’s massive retail infrastructure, logistics network, and local manufacturing capabilities.
In just the first nine months of FY25, RCPL reported a massive ₹8,000 crore revenue, showing strong momentum and consumer acceptance across its expanding product portfolio.
Marketing & Promotion: The Next Big Push
Reliance is also putting a heavy focus on marketing and promotional strategies to build strong consumer awareness around Sun Crush. Expect to see:
TV and digital ads across major platforms
Celebrity endorsements, possibly from Muttiah Muralitharan himself
In-store sampling and promo offers
Tie-ups with eCommerce platforms for rapid online availability
The goal is clear: make Sun Crush a household name and win customer trust through quality, taste, and price.
What Makes Sun Crush Different?
So, what gives Sun Crush an edge in this cluttered juice space?
Tropical flavors inspired by Sri Lanka’s rich fruit culture
Backed by international quality standards from Ceylon Beverage International
Locally produced in India, ensuring freshness and lower costs
Backed by the power of Reliance’s retail and distribution muscle
Attractive ₹20 price point for 200 ml, making it ideal for mass market consumption
What It Means for Small Retailers & Entrepreneurs
With its plan to reach 1 million retail stores, RCPL is offering an opportunity for small retailers to ride the Reliance wave. Stocking brands like Sun Crush, RasKik, and Campa Cola can boost their margins and offer more choice to consumers.
Distributors and wholesalers can also benefit from Reliance’s strong backend support, reliable supply chain, and brand reputation.
Sun Crush is Here to Stay!
Reliance’s launch of Sun Crush is more than just a product release — it’s a strategic move in a market worth billions. With a strong international partner, aggressive pricing, and unmatched distribution, Sun Crush is set to shake up India’s fruit juice space.
From bustling cities to quiet villages, Sun Crush is poised to become the go-to drink for India’s next generation of juice lovers.
