Reliance Consumer Products has introduced “Joyland” flavored milk in Tamil Nadu, priced at Rs 20, signaling the company’s strategic foray into the ready-to-drink dairy market, where ITC, Amul, and other well-established brands hold a strong position. The flavored milk will be crafted using dairy components and will come in varieties such as strawberry and vanilla.
Mukesh Ambani’s Rs 20 Milk Plan
T. Krishnakumar, the Director of Reliance Consumer Products, expressed that venturing into the ready-to-drink dairy market is a pivotal move to diversify RCPL’s range and offer consumers more options. He emphasized that the launch in Tamil Nadu is just the initial step, with plans to evolve Joyland into a comprehensive line of dairy beverages that will gradually be introduced nationwide.
What will happen next?
Previously, Reliance had made a notable entry into the soft drinks market with its Rs 10 Campa, challenging major global players like Coca-Cola and Pepsi. By entering the milk-based beverage sector now, Reliance is expanding its presence in the ready-to-drink dairy beverage segment, which is experiencing heightened competition. Established companies are seeking to broaden their range beyond milk, focusing on offering more value-added and convenient drink options, while the health-conscious trend among Indians continues to grow.
So many report indicates that Euromonitor forecasts the flavored milk market in India to hit Rs 8,360 crore this year, up from Rs 7,600 crore in 2025 and Rs 4,420 crore in 2021. Brands like Amul Kool, Mother Dairy, Nandini, Sunfeast Smooth, and Cavins are already popular choices in this segment. Reliance maintains that Joyland promises an authentic flavor and a premium dairy experience in a convenient ready-to-drink form, aligning with its commitment to delivering global quality at an affordable price. However, the Rs 20 price point doesn’t offer a significant discount this time, as other leading brands also sell their products at similar prices.