Reliance Consumer Products Limited (RCPL), the fast-moving consumer goods (FMCG) arm of Reliance Industries Limited (RIL), today announced its entry into the ready-to-drink dairy market with the launch of Joyland flavoured milk in Tamil Nadu. According to reports from CNBC TV18, Moneycontrol, and Live Mint, the product is priced at ₹20 and is made with authentic dairy ingredients. The company has now expanded the product portfolio to three variants: strawberry, vanilla and pistachio, with the product available in Tamil Nadu with immediate effect through the company's distribution network. This launch comes a month after RCPL announced its entry into India's ice cream market with Bombay Creamery, marking a significant expansion in the company's beverage portfolio.
The launch marks RCPL's first move into the ready-to-drink dairy category and positions the company to compete directly with established players in the market. As reported by Live Mint, the company is now ready to compete with brands like ITC, Amul, Mother Diary, Nandini and more who already have a foothold in the market. RCPL Director T Krishnakumar emphasized the significance of this move, stating that the entry into the ready-to-drink dairy market is a significant step in extending RCPL's portfolio and widening consumer choices. The move represents the company's broader strategy to diversify its beverage offerings and capture market share in the ready-to-drink dairy segment, building on its earlier success in the soft drink market with Campa, priced at ₹10.
The launch comes as India's flavoured milk market is experiencing robust growth, with the flavoured milk market projected to grow by 10% year-over-year in 2026, rising from ₹7,600 crore in 2025 to ₹8,360 crore, according to Euromonitor reports cited by Live Mint. Compared to its 2021 valuation of ₹4,420 crore, the sector reflects a 71.95% growth through 2025 and an overall 89.14% expansion over the five-year period, representing a Compound Annual Growth Rate (CAGR) of 13.59%. As reported by Moneycontrol, RCPL, which has been demerged from its parent entity Reliance Retail as a direct subsidiary of RIL, had reported a revenue of ₹8,600 crore for the June quarter of FY27. The company's entry into the ready-to-drink dairy segment comes as competition intensifies in India's organised dairy and beverages market.
The ₹20 pricing strategy positions Joyland flavoured milk competitively in the ready-to-drink dairy market, targeting price-sensitive consumers. According to Live Mint, RCPL Director T Krishnakumar highlighted that with Joyland, the company is bringing together authentic dairy ingredients, quality and affordability to make world-class products accessible to more households. The company plans to add more flavours and extend the brand into other dairy beverage categories over time, with Tamil Nadu marking the beginning of this journey as the company builds Joyland into a broader dairy beverages portfolio. Joyland will be progressively rolled out across India, suggesting a phased market rollout approach across the country, following the company's successful expansion strategy.
