Reliance Consumer Products Limited (RCPL), the fast-moving consumer goods arm of Reliance Industries Limited, has entered India’s ready-to-drink dairy beverage market with the launch of Joyland flavoured milk, priced at ₹20 per unit. The product has been introduced in Tamil Nadu, bringing Reliance into direct competition with established brands such as Amul, ITC, Mother Dairy, Nandini and Cavin’s.
Joyland is initially available in Strawberry and Vanilla flavours and is made with dairy ingredients, according to the company. RCPL said the launch expands its Total Beverage portfolio and is aimed at offering consumers a convenient dairy-based drink at an accessible price.
T Krishnakumar, Director of Reliance Consumer Products, said the launch would widen consumer choice and mark the beginning of the company’s expansion into a broader dairy beverages portfolio. The company plans to introduce additional flavours, explore multiple dairy beverage categories and progressively expand Joyland’s availability across India.
Reliance’s entry adds another major FMCG player to a competitive segment where established brands are building value-added dairy portfolios beyond conventional liquid milk. Ready-to-drink flavoured milk offers consumers a convenient format, while giving companies another avenue to reach customers through branded dairy beverages.
According to market estimates from Euromonitor cited by The Economic Times, India’s flavoured milk market is projected to grow from ₹7,600 crore in 2025 to ₹8,360 crore in 2026. The market was valued at ₹4,420 crore in 2021, highlighting the segment’s expansion over recent years.
Joyland’s ₹20 price point places it within the range of existing offerings rather than making price alone a clear differentiator. Its ability to compete will also depend on product quality, flavour preferences, distribution reach, availability and consumer acceptance as the brand expands beyond its initial Tamil Nadu launch.
The move follows Reliance’s earlier entry into the soft-drinks market through Campa, its beverage brand positioned against major players such as Coca-Cola and Pepsi. With Joyland, RCPL is extending its beverage strategy into milk-based products and signalling its interest in India’s growing value-added dairy market.
For dairy companies, the launch reinforces the importance of branded, convenient and value-added products as competition intensifies. The next phase to watch will be Joyland’s geographic rollout and whether Reliance can use its retail and distribution infrastructure to build a significant presence in the category.
Source: Dairynews7x7 15 Oct, 2026 Read full story here
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