Reliance is ready to step into India’s bottled iced tea market with the relaunch of Brew House. This move will likely be a direct push into ready-to-drink beverages as consumer preferences tilt away from fizzy colas.
According to reports, Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, plans to relaunch Brew House as a mass-market iced tea brand ahead of the summer season. The company acquired the brand in 2024.
India’s non-carbonated beverage market is expanding as urban consumers seek alternatives that feel lighter than soft drinks but still offer flavour and convenience. Iced tea, though small, fills that gap. Industry executives say the category attracts younger consumers who associate tea-based drinks with refreshment rather than indulgence.
Reliance sees an opportunity to scale the segment through pricing and distribution rather than premium positioning. Brew House earlier operated as a niche, organic iced tea brand sold through limited channels. RCPL now wants to reposition it as an everyday drink with national reach.
RCPL plans to launch Brew House iced teas in lemon and peach flavours in the first phase. The company is targeting a price of around Rs 20 for a 200 ml bottle, placing it close to the cost of mass-market cold drinks and juices.
Executives said Reliance initially explored a Rs 10 price point but dropped the plan after accounting for the 40% GST on ready-to-drink beverages. Despite the tax burden, the company believes volumes and supply-chain efficiencies can support competitive pricing.
Reliance will rely heavily on its retail and wholesale networks to push the product through kirana stores, modern trade, and other channels, giving Brew House far wider visibility than before.
The Brew House relaunch aligns with Reliance’s broader ambition to build scale FMCG brands across high-frequency categories. Over the past two years, RCPL has expanded its presence in juices, sports drinks, and carbonated beverages. Iced tea helps fill the gap between sugary soft drinks and plain packaged water.
Competition is likely to intensify as global and domestic beverage makers already operate in the segment. However, analysts say Reliance’s ability to combine aggressive pricing with deep distribution could grow the overall market rather than just redistribute share.
If the strategy works, Brew House could become a template for how Reliance mainstreams niche beverage formats in India’s crowded drinks market.