Reliance Consumer Products Limited (RCPL), the fast-moving consumer goods arm of Reliance Industries Limited, has entered India’s ready-to-drink dairy market with the launch of Joyland flavoured milk.
Introduced in Tamil Nadu, the new product is available in strawberry and vanilla variants at an RRP of 20 INR ($0.23). The launch adds packaged dairy beverages to RCPL’s existing beverage portfolio, as part of a broader strategy to widen its consumer goods portfolio with products positioned at accessible price points.
RCPL director T Krishnakumar commented: “With Joyland, we are bringing together authentic dairy ingredients, quality and affordability to make world-class products accessible to more households. 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”.
The ready-to-drink milk market in India is reportedly expanding due to growing consumer demand for convenient, hygienically packaged dairy products, driven by urbanisation and changing consumption patterns among younger buyers. RCPL plans to leverage its distribution network and retail infrastructure to introduce additional flavours and expand Joyland into other categories across the country.
Source: Indian Retailer / Economic Times
