Legendary Sri Lankan spinner Muttiah Muralitharan known for weaving magic on the cricket field is now making waves in the business world. Teaming up with Mukesh Ambani Asias richest businessman Muralitharan has entered a strategic deal which can shake up the Indian and global beverage markets. The collaboration can redefine the dynamics of the soft drinks and energy drinks industry putting giants like Pepsi Amul and Dabur on alert. RCPL Deal With Muralitharan Reliance Consumer Products (RCPL) a subsidiary of Reliance Industries has secured the Indian rights for the premium juice brand Sun Crush from Muralitharan’s company Ceylon Beverage International. RCPL has also commenced local manufacturing of the brand in India.  Competing with Dabur’s Real ITC’s B Natural Amul Tru PepsiCo’s Tropicana and Paper Boat Reliance has adopted an aggressive pricing strategy. The company is offering a 200ml bottle of Sun Crush at just Rs 20 intensifying competition in the packaged beverage market. Beverages Competition Competitors like Real and Tropicana already offer variants at similar price points. Sun Crush is Reliance’s second juice brand after the acquisition of Raskik showcasing the company’s focus on dominating the beverage sector. An FMCG distributor in Delhi highlighted that major players like Dabur ITC and Tata Consumer have raised concerns over aggressive pricing and revised trade margins in the juice segment. Past Acquisitions And Partnerships Reliance has been steadily building its beverage portfolio. Two years ago it acquired Raskik a local juice manufacturer from former Coca-Cola Southeast Europe MD Vikas Chawla. Additionally the company holds distribution rights for energy drinks and juices in India along with contract packaging for Campa Cola and co-creating energy drink Spinner in collaboration with Ceylon Beverages. According to a report by think tank ICRIER the local beverage market in India is currently valued at Rs 67000 crore and is projected to reach Rs 1.47 lakh crore in sales by 2030. This includes categories such as carbonated soft drinks fruit-based beverages juices and water.