JRE installation binary fails to understand INSTALL_DIR parameter in config file.

The error message is:
---------------------------
Java Installation Not Completed
Unable to install Java
Configuration file C:\jre-install.cfg is malformed in line 3.
Check data and formatting of the file.
OK
---------------------------

C:\> dir /p C:\Java
 Volume in drive C has no label.
 Volume Serial Number is B4D9-70E6

 Directory of C:\Java

01/28/2015 02:16 PM <DIR> .
01/28/2015 02:16 PM <DIR> ..
               0 File(s) 0 bytes
               2 Dir(s) 2,079,977,472 bytes free

C:\> more C:\jre_install.cfg
INSTALL_SILENT=Enable
AUTO_UPDATE=Disable
INSTALL_DIR=c:\Java

C:\> jre-8u31-windows-i586.exe INSTALLCFG=c:\jre_install.cfg

[ error message is printed in dialog window ]
C:\>