Reliance Consumer Products has entered India’s competitive ice cream market with the launch of Bombay Creamery, expanding the company’s growing portfolio of consumer-facing brands.
The new ice cream brand has initially been introduced in western India and is expected to be rolled out across the country over the coming months, according to Reliance Consumer Products.
Bombay Creamery will offer a broad portfolio spanning cones, cups, tubs, bars and sticks, with prices starting at Rs 10. The pricing strategy is expected to help the brand target a wide consumer base, ranging from value-conscious buyers to consumers seeking more premium offerings.
The launch marks another category expansion for Reliance’s consumer products business, which has been building a portfolio across food and beverages. Its existing brands include Campa in soft drinks and Independence in groceries, alongside products across snacks and confectionery.
Reliance’s entry into the ice cream segment comes as the company continues to pursue an aggressive expansion strategy across consumer categories. Its earlier entry into telecom through Jio disrupted the Indian market with a low-price, high-distribution model. More recently, the revival of Campa has added pressure to the country’s established cola players and intensified competition in the beverages segment.
The ice cream category, meanwhile, remains fragmented and highly competitive, with established Indian players such as Amul, Vadilal Industries, Mother Dairy and Arun Icecreams, the latter owned by Hatsun Agro Product. International brands including Magnum and Baskin-Robbins, along with several regional manufacturers, also compete for consumers.
Reliance’s entry is likely to add further competitive pressure to the category, which has benefited from increasing disposable incomes, premiumisation and the expansion of cold-chain infrastructure beyond major urban centres.
With a combination of aggressive pricing, a wide product portfolio and Reliance’s extensive retail and distribution network, Bombay Creamery will look to establish a foothold in a market where both national and regional brands have strong consumer presence.
