Reliance Consumer Products Limited (RCPL) has entered the ready-to-drink flavoured milk market with the launch of its new brand, Joyland, in Tamil Nadu. Priced at ₹20, the product will initially be available in flavours such as strawberry and vanilla. The launch marks Reliance’s latest effort to expand its beverage portfolio in a market where established brands such as Amul, ITC and other dairy companies already have a strong presence.
Joyland Launch Marks Reliance’s Entry Into Flavoured Milk
T. Krishnakumar, Director of Reliance Consumer Products, described the launch as an important step towards diversifying the company’s product range and offering consumers more choices in dairy-based beverages.
Tamil Nadu is the first market for Joyland, but the company plans to develop the brand into a broader range of dairy drinks and gradually expand its availability across India.
The product is made using dairy ingredients and is designed for consumers seeking a convenient, ready-to-drink beverage at an affordable price.
Reliance Expands Its Beverage Portfolio
Reliance has previously entered the soft drinks market with its ₹10 Campa offering, challenging established international brands such as Coca-Cola and Pepsi. With Joyland, the company is now extending its presence into the flavoured milk category.
Competition in the ready-to-drink dairy segment has intensified as companies expand beyond conventional milk products and introduce convenient, value-added beverages. Growing interest in different drink options has also encouraged brands to broaden their product portfolios.
Joyland’s launch gives Reliance another opportunity to strengthen its position in India’s packaged beverage market.
India’s Flavoured Milk Market Continues to Grow
According to the market estimates cited in the report, Euromonitor projects India’s flavoured milk market to reach ₹8,360 crore in 2026, compared with ₹7,600 crore in 2025 and ₹4,420 crore in 2021.
The segment already includes established products such as Amul Kool, Mother Dairy, Nandini, Sunfeast Smooth and Cavins. These brands provide consumers with a range of flavoured dairy beverages and have built a presence in the market.
Reliance says Joyland aims to combine authentic flavours with a premium dairy experience in a convenient format, while maintaining an affordable price.
Can Joyland Stand Out at the ₹20 Price Point?
At ₹20, Joyland enters the market at a price comparable to products offered by several existing brands. This means its appeal will depend not only on affordability but also on flavour, product quality and consumer acceptance.
The initial launch in Tamil Nadu is the first stage of Reliance’s broader plan for Joyland. The company intends to develop the product range and expand distribution to more markets over time.
Disclaimer: This article is based on the information provided in the source material and is intended for general informational purposes. Market-size figures are attributed to the estimates cited in the report. Product availability, pricing and expansion plans may change as the company develops its business.