After cola and ice cream, Reliance enters ₹20 flavoured milk market
What Happened
Reliance Consumer Products has launched Joyland flavoured milk at ₹20 in Tamil Nadu, marking its entry into the ready-to-drink dairy market. Available initially in Strawberry and Vanilla, Joyland puts Reliance into a category where brands such as Amul Kool, Mother Dairy, Nandini, Sunfeast Smoodh and Cavin’s already compete. The move follows Reliance’s push into soft drinks through Campa.
Key Takeaways
Reliance is widening its consumer-products play by moving beyond carbonated drinks into value-added dairy beverages. The company plans to expand Joyland across India, add more flavours and enter multiple dairy beverage categories, signalling that the ₹20 launch is the beginning of a broader dairy push rather than a one-product experiment.