Reliance enters India’s ice-cream market with ₹10 Bombay Creamery

RELAINCE Industries has entered India’s highly competitive ice-cream market, launching Bombay Creamery through its FMCG arm, Reliance Consumer Products Ltd (RCPL).

The move is expected to intensify competition with established brands such as Amul, Kwality Wall’s, Mother Dairy, Vadilal and Arun.

The new brand was formally launched on September 1 and is initially being rolled out in western India, with a nationwide expansion planned in the coming months. 

One of the most striking features of Bombay Creamery is its aggressive pricing. Products start at ₹10, putting the brand within reach of a very broad section of Indian consumers.

The range includes cones, cups, tubs, bars and sticks, giving Reliance a presence across several popular ice cream formats. The company is positioning Bombay Creamery as an “accessible premium” dairy brand, combining affordability with what it describes as authentic dairy ingredients. 

RCPL Director T Krishnakumar said the brand was built around the principle that dairy products should not compromise on ingredients. The company says Bombay Creamery is made with real dairy cream, rather than relying on shortcuts in formulation.

Another Reliance disruption strategy?

The entry is significant because Reliance has repeatedly used scale, distribution and competitive pricing to enter established consumer markets.

Its Jio telecom business dramatically changed India's telecom landscape, while its revival of Campa has challenged established soft-drink companies. Reliance is now attempting to bring a similar approach to ice cream.

The company's enormous retail and distribution infrastructure could become a major advantage. Reliance already has an extensive network of stores and consumer outlets across the country, which can potentially help Bombay Creamery reach markets much faster than a new entrant with no established distribution system. 

A crowded market

India's ice-cream industry already has powerful national and regional players. Amul remains a leading name, while Kwality Wall's, Vadilal, Mother Dairy, Arun and Havmor have substantial consumer recognition and distribution networks.

Reliance's entry has already attracted investor attention. Shares of Kwality Wall's fell amid concerns that the company's arrival could increase competitive pressure in the sector.

The challenge for Reliance, however, will not simply be selling inexpensive ice cream. The category depends heavily on cold-chain logistics, freezer availability, retail execution and maintaining product quality. Building that infrastructure nationwide is considerably more complicated than distributing many shelf-stable FMCG products.

From Gujarat plans to a national launch

Reliance's interest in ice cream is not entirely new. The company was reported to have been exploring the category as early as 2023, including discussions with a Gujarat-based manufacturer. The latest launch under the Bombay Creamery name represents the company's formal entry into the market.

For consumers, the immediate result could be greater choice and sharper price competition. For established manufacturers, however, Reliance's financial strength, retail reach and willingness to compete aggressively on price could make Bombay Creamery a formidable new rival.

"The bigger question is whether Reliance can repeat the disruption it achieved in telecom and beverages — this time from the freezer aisle."