Reliance starts new rivalry with ITC, Amul & others with a Rs 20 drink

Reliance Consumer Products has launched Joyland flavoured milk in Tamil Nadu with a price tag of Rs 20, marking its strategic entry into a growing ready-to-drink dairy market where ITC, Amul and other peers have a strong foothold.

Joyland flavoured milk will be made with dairy ingredients and will be available in flavours such as Strawberry and Vanilla.

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“Our entry into the ready-to-drink dairy market is a significant step in extending RCPL’s portfolio and widening the choices we offer consumers," said T Krishnakumar, Director, Reliance Consumer Products.

"Tamil Nadu marks the beginning of this journey, as we build Joyland into a broader dairy beverages portfolio and progressively expand its reach across India,” he added.

Reliance had earlier made a strong entry into the soft beverages market with Rs 10 Campa that had pitted it as a strong competition to global giants such as Coca Cola and Pepsi. The entry into the milk-based drink category now adds Reliance in ready-to-drink dairy beverage arena that is seeing a new wave of competition as established companies look beyond milk to have a rich portfolio of value-added and convenient drinks while more Indians look to get fit.

According to an Euromonitor report, cited by Mint, flavoured milk market in India is projected to reach Rs 8,360 crore this year, up from Rs 7,600 crore in 2025 and Rs 4,420 crore in 2021.

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Brands such as Amul Kool, Mother Dairy, Nandini, Sunfeast Smoodh and Cavin's are some of the existing popular brands in this category.

"Staying true to the company’s promise of ‘Global Quality at Affordable Price’, Joyland offers authentic taste and a quality dairy experience in a convenient, ready-to-drink format," the company said.

However, the Rs 20 price tag is not a disruptor this time as the other popular brands are sold at similar price points.