After storming Indias soft drinks market with his Campa Cola brand billionaire Mukesh Ambani -- Asias richest man-- is now eyeing to disrupt the countrys lucrative sports drinks space with Reliance Consumer Products Ltd (RCPL) a subsidiary of Ambanis Reliance Industries conglomerate roping in former Sri Lankan cricketer Muttiah Muralitharan to aid in the endeavor. According to reports RCPL and Muttiah Muralitharan have inked a deal to co-create manufacture and sell sports drinks in India under the brand name Spinner. Mukesh Ambani-led Reliance is reportedly using its tested strategy of competitive pricing to disrupt the sports drinks market in India as its Spinner drinks will be priced at Rs 10 for 150 ml bottles about half the price of sports drinks brands like Gatorade and Powerade sold by PepsiCo and Coca-Cola according to a report by the Economic Times. Mukesh Ambani disrupts soft drink market with Campa Cola Notably last year Mukesh Ambani forayed into Indias soft-drink market with his Campa Cola brand of beverages and disrupted the sector by employing the same business strategy he used with Reliance Jio to capture the telecom sector-- triggering a price war in the space and forcing market leaders Coca-Cola and PepsiCo to do the same. As per a recent report by GlobalData Mukesh Ambani-led Campa Cola has goaded Coca-Cola and PepsiCo to join the price war with its aggressive pricing as the market leaders compete with the Reliance-backed brand to retain their market share. Campa Cola backed by the deep pockets of its parent company Reliance Industries has embarked on an aggressive pricing model to capture market share the report said. “With the Rs 10 ($0.12) price of a 200ml cola bottle and Rs 20 ($0.24) for a 500ml bottle Campa Cola has undercut PepsiCo Coca-Cola and other companies’ prices by 50 per cent as 200ml bottles of colas are generally available at a price of Rs 20 ($0.24). To counter this Coca-Cola and PepsiCo launched promotional pricing for their larger bottles. This led to a lull in the price war as Campa Cola’s distribution reach was still low noted Parthasaradhi Reddy Bokkala Lead Consumer Analyst at GlobalData.