Reliance Consumer Products (RCPL) has entered the flavoured milk segment with the launch of Joyland in Tamil Nadu, priced at Rs 20. The move expands the company’s beverage portfolio beyond soft drinks, including Campa, into ready-to-drink dairy products, according to a report by The Economic Times.
Joyland will initially be available in Strawberry and Vanilla flavours, with Tamil Nadu serving as its first market. RCPL plans to gradually expand the brand’s presence across the country.
T Krishnakumar, director, Reliance Consumer Products, said the entry into ready-to-drink dairy beverages marks a step towards broadening the company’s portfolio and offering consumers more choices. He added that Tamil Nadu would be the starting point for developing Joyland into a wider dairy beverages portfolio.
The launch places Reliance in a competitive category featuring established brands such as Amul, Mother Dairy, Nandini, Sunfeast Smoodh and Cavin’s. The segment has attracted interest as dairy companies expand into value-added products and convenient, ready-to-drink formats.
With Joyland, RCPL is extending its Rs 20 pricing strategy from the soft drinks category into dairy beverages, as it looks to broaden its presence in India’s consumer goods market.
