Reliance Consumer Products (RCPL) has entered the ready-to-drink dairy beverages market with the launch of its Joyland flavoured milk range in Tamil Nadu, expanding its presence in India’s fast-growing packaged beverages segment.
The consumer goods arm of Reliance Industries has introduced the product in strawberry and vanilla variants, priced at ₹20, as it looks to tap rising demand for affordable, on-the-go dairy drinks.
The launch marks RCPL’s first move into the ready-to-drink dairy category and broadens its beverage portfolio, which has expanded rapidly in recent years through a mix of in-house brands and acquisitions.
RCPL said Joyland is made using dairy ingredients and will be available across Tamil Nadu through the company’s distribution network. The company plans to add more flavours and extend the brand into other dairy beverage categories over time.
“Our entry into the ready-to-drink dairy market is a significant step in extending RCPL’s portfolio and widening the choices we offer consumers,” said T Krishnakumar, Director at RCPL. He said the company aims to combine quality and affordability while making dairy-based beverages accessible to a larger consumer base.
The launch comes as competition intensifies in India’s organised dairy and beverages market, where established dairy cooperatives, regional players and packaged food companies are expanding their value-added product offerings beyond liquid milk. Flavoured milk, yogurt drinks and protein-based beverages have emerged as key growth segments.
Tamil Nadu will serve as the first launch market for Joyland before a wider national rollout. RCPL said the product is available with immediate effect and will be progressively introduced across other parts of the country.
RCPL reported gross revenue of more than ₹8,600 crore in the first quarter, with its beverages portfolio led by Campa contributing around ₹2,900 crore in sales.
The company said it has built a distribution network of more than 5,000 distributors and over 30 lakh retail outlets across the country, providing a platform to expand newer categories such as dairy beverages.
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