Reliance is launching a new ice cream brand for the fast-growing consumer market and this time it’s going for ice cream.
Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries (R.I.), launched it on September 1, 2026, and is focused on cheap pricing and dairy-based products.
The biggest talking point is the ₹10 starting price. Bombay Creamery products are available in cones, cups, tubs, bars and sticks. The brand is being launched in Western India and Reliance plans to expand it to the rest of the country.
Reliance Brings its affordable pricing strategy
The launch is an example of Reliance’s strategy in other consumer categories: compete at the same price but have distribution networks.
The firm has also expanded brands like Campa through aggressive pricing and broad availability.
With Bombay Creamery, Reliance is entering a market that is already filled with established names like Amul, Mother Dairy, Vadilal, Kwality Wall’s and Arun.
New ice cream brands that have been targeting consumers looking for premium or alternative products will also be in competition with the new entry.
The company is also making Bombay Creamery a premium “accessible premium” dairy ice cream brand. The products are real dairy cream-based products, which are made with real dairy cream and, in short, are affordable and quality-oriented products, Reliance says.
Why the ₹10 price point matters
The entry-level price will soon be one of Bombay Creamery’s biggest strengths. Ice cream is often an impulse purchase, particularly among younger consumers and families.
A low-priced entry product will make it easier for customers to try a new brand and move to bigger packs or premium versions.
Reliance also has a huge retail and distribution presence in India. Industry experts say the combination of pricing, retail presence, and distribution could help to scale the new brand fairly quickly.
The launch also comes as India’s ice cream industry is growing and consumer tastes are changing.
The old dairy brands have retained their popularity, while a whole range of flavours, ingredients, health positioning and premium products are coming to market with new ones.
A New Battle for India’s Ice Cream Shelf
For consumers, Reliance’s entry could mean more choices and more price competition. Historically established companies may find themselves under increasing pressure to defend their market share and price competition, particularly in low-cost products.
But the success of Bombay Creamery will depend on more than its ₹10 price tag. Product taste, availability, cold-chain distribution, retailer support and repeat purchases will ultimately determine whether Reliance can turn the initial buzz into a lasting position in the category.
Most of all, one thing is clear: India’s ice cream market has a powerful new competitor.
With Bombay Creamery starting at ₹10 and a nationwide expansion planned, Reliance is once again betting that scale, pricing and distribution can change the dynamics of a consumer category.
