#RelianceConsumer #Shunya #FunctionalBeverages #AyurvedaInBeverages #RCPL #HealthyLiving #InnovationInIndia #BeverageIndustry #FMCG #ConsumerTrends #HerbalDrinks #HealthAndWellness
Bengaluru– Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited (RIL), has announced its entry into India’s rapidly growing healthy functional beverages market through the acquisition of a majority stake in a joint venture with Naturedge Beverages Private Limited. With this move, RCPL is further strengthening its ambition of becoming a “Total Beverage Company”, offering everything from carbonated soft drinks to natural, herbal, and functional options that cater to evolving consumer lifestyles.
A Strategic Entry into a Rising Market
The global shift towards healthier and natural alternatives is reshaping consumer demand in India. Functional beverages—products that go beyond hydration and deliver nutritional or medicinal benefits—are becoming increasingly popular among urban millennials and Gen Z consumers.
In India, this category is projected to grow at a compound annual growth rate (CAGR) of 15–18% over the next five years. Rising health awareness, lifestyle-related stress, and the preference for sugar-free, natural, and Ayurveda-inspired options have created a huge addressable market.
By entering this space, RCPL is not only diversifying its beverage portfolio but also positioning itself as a challenger to global giants like Coca-Cola and PepsiCo, while addressing India’s growing demand for functional, herbal, and better-for-you drinks.
Naturedge and the Rise of Shunya
Founded in 2018 by Siddhesh Sharma, a third-generation entrepreneur from the Baidyanath Group—one of India’s most trusted Ayurvedic companies—Naturedge Beverages has built a niche in the functional drinks category.
Its flagship brand “Shunya” has already gained consumer attention as a zero-calorie, zero-sugar functional beverage infused with Indian super herbs such as Ashwagandha, Brahmi, Khus, Kokum, and Green Tea. Shunya embodies a fusion of ancient Ayurveda and modern beverage innovation, appealing especially to urban health-conscious consumers.
Through the JV with RCPL, Shunya is expected to gain pan-India visibility and expand rapidly beyond its early adopter base.
Leadership Perspectives
Announcing the partnership, Ketan Mody, Executive Director of RCPL, said:
“This JV strengthens our beverage portfolio with the addition of health-focused functional drinks inspired by Ayurveda. Within a very short span of time, Shunya has gained popularity among health-conscious consumers. It fits perfectly with RCPL’s vision of providing quality products at affordable prices while also promoting India’s heritage. Consumers can expect more innovation and a wider range of herbal-natural functional beverages in the near future.”
Echoing the sentiment, Siddhesh Sharma, Director, Naturedge Beverages, noted:
“This partnership is a testament to Shunya’s growing acceptability. With RCPL’s vast distribution network, Shunya will become a pan-India brand. Today’s lifestyles demand stress-relief and energy-boosting solutions, and super herbs like Ashwagandha and Brahmi provide just that. With this collaboration, our goal of making Ayurveda-inspired functional beverages accessible to everyone is within reach.”
RCPL’s Beverage Strategy
Since its inception in 2022, RCPL has aggressively pursued acquisitions and product launches to build a comprehensive beverage portfolio:
-
Campa Cola revival – tapping nostalgia and competing in the mainstream cola category
-
Campa Energy – targeting the growing energy drink segment
-
Raskik coconut water – expanding into natural hydration options
-
Now Shunya – entering the functional herbal beverages category
With these brands, RCPL is differentiating itself from traditional cola players by offering a wider spectrum of beverages: carbonated drinks, natural hydration, energy boosters, and now functional herb-based drinks. Future plans include herb-infused water, energy shots, and functional still beverages, giving consumers choices across both indulgence and wellness categories.
Market Impact and Competitive Landscape
The move positions Reliance as a serious contender in India’s evolving beverages industry:
-
Competition: Shunya will now compete with health-focused domestic players such as Paper Boat, Dabur Real, and Himalaya Wellness, as well as niche imports like Kombucha and Vitamin Water.
-
Distribution Edge: With RCPL’s supply chain and retail reach (including Reliance Retail’s massive footprint), Shunya can penetrate beyond metros to Tier-2 and Tier-3 cities—a space where most functional beverage brands have limited presence.
-
Consumer Trends: With 60% of functional beverage consumption driven by millennials and Gen Z, affordability and accessibility will be critical. If RCPL manages competitive pricing, Shunya could quickly scale to mass adoption.
Future Outlook
The Reliance–Naturedge partnership is not just about expanding product categories—it signals a paradigm shift in how beverages will be positioned in India. Instead of beverages being simply about refreshment, the focus is moving to health, wellness, and functional benefits.
By integrating Ayurveda with contemporary formats, Reliance has a chance to differentiate from global cola majors while also supporting the “Made in India, rooted in tradition” narrative. If executed well, Shunya could emerge as one of India’s first truly scalable functional beverage power brands, capable of competing with global players not only in India but potentially overseas as well.
Conclusion
Reliance Consumer Products’ entry into functional beverages through its joint venture with Naturedge Beverages is a strategic masterstroke. It diversifies RCPL’s portfolio, leverages the strength of Ayurveda, and positions Reliance as a trendsetter in health-focused beverages. As consumers increasingly seek healthier, herbal, and natural options, this partnership is poised to redefine India’s beverage industry and could well mark the beginning of a new era in functional drinks.
Hashtags
#RelianceConsumer #Shunya #FunctionalBeverages #AyurvedaInBeverages #RCPL #HealthyLiving #InnovationInIndia #BeverageIndustry #FMCG #ConsumerTrends #HerbalDrinks #HealthAndWellness
