Reliance Consumer Products Limited (RCPL), the fast-moving consumer goods arm of Reliance Industries, has entered the ready-to-drink dairy segment with the launch of Joyland flavoured milk in Tamil Nadu.
Priced at ₹20 per unit, Joyland is being introduced in strawberry and vanilla flavours, the company said in a media release on Wednesday. The product is made with dairy ingredients and is available in Tamil Nadu with immediate effect.
The launch expands RCPL’s beverage portfolio into dairy-based drinks. The company plans to introduce additional flavours and expand Joyland into multiple dairy beverage categories, with a gradual rollout across India following its launch in Tamil Nadu.
Joyland to expand across India
RCPL said it would use its distribution infrastructure, retail network and consumer insights to support the launch and expand the product’s reach.
T Krishnakumar, director at Reliance Consumer Products, said the launch would widen the company’s product portfolio and give consumers more choices.
“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,” Krishnakumar said.
“With Joyland, we are bringing together authentic dairy ingredients, quality and affordability to make world-class products accessible to more households. Tamil Nadu marks the beginning of this journey, as we build Joyland into a broader dairy beverages portfolio and progressively expand its reach across India,” he added.
The company has not disclosed the investment behind the launch, sales targets or a timeline for the nationwide rollout. It has also not specified the number of outlets where the product will initially be available.
More flavours and dairy beverages planned
RCPL said it plans to introduce additional flavours and extend Joyland into other dairy beverage categories. However, the company has not specified which products it intends to launch next or when they will be introduced.
The move adds flavoured milk to RCPL’s existing beverage portfolio as the company expands its presence in consumer products. The launch also gives the company an entry point into packaged dairy drinks through a product priced at ₹20.
The company did not disclose the pack size, production capacity or expected contribution of Joyland to its revenue. For now, the rollout is limited to Tamil Nadu, with RCPL saying it will progressively expand Joyland’s availability across India.