The Rs. 1,000 crore oral rehydration solution (ORS) market in India is undergoing a dramatic transformation as leading FMCG players such as Hindustan Unilever (HUL) and Reliance Consumer Products Ltd (RCPL) step into a space traditionally dominated by pharmaceutical and health-focused firms.
This new wave of competition pits mainstream giants against incumbents like Cipla, Dr. Reddy’s, and JNTL Consumer Health, intensifying the race for consumer attention in a category once relegated to medical use.
HUL, under its health and wellness portfolio, recently introduced Liquid IV, a hydration-focused product aimed at health-conscious urban consumers aged 18–45 who lead active, travel-heavy lifestyles. Meanwhile, RCPL, a subsidiary of Reliance Industries, entered the segment with RasKik Gluco Energy — a single-serve hydration drink priced at just Rs 10, bringing affordability and tradition together.
This diversification reflects the broader shift in Indian consumer behavior. “People are looking for hydration solutions that balance efficacy, taste, and convenience,” said Shivam Puri, CEO of Cipla Health Ltd. “ORS has a superior hydration index compared to most beverages, making it ideal for summers. Our Prolyte ORS caters to that demand with WHO-approved formulations and over a dozen Indian-friendly flavours.”
Cipla Prolyte, which leads the tetra pack ORS sub-segment, has grown five-fold over the last three years, increasing its market share by nearly 600 basis points to over 14%. In contrast, ORS leader ORSL, despite its dominant 61.3% share, has seen a decline of 740 basis points in the same period, according to Nielsen data cited by industry officials.
Unlike traditional ORS products, newer entries are being marketed not just for medical rehydration but as everyday wellness beverages. “Wellbeing and hydration are now deeply linked to lifestyle, fitness, and even beauty,” said Harman Dhillon, Executive Director, Beauty and Wellbeing, HUL. “Consumers today are highly aware of what they consume and how it impacts their energy and appearance.”
RCPL’s RasKik, on the other hand, aims to bridge tradition and modernity. “We’re reviving the goodness of age-old rehydration practices with RasKik — convenient, hygienic, and tailored for today’s active Indian,” said Ketan Mody, COO of Reliance Consumer Products.
The rise of ORS drinks from clinical corridors to café counters and gym bags signals a clear trend: hydration is no longer just functional; it’s aspirational. And with India’s scorching summers, wellness-conscious youth, and growing demand for functional drinks, this market is poised for even greater disruption.