Ambani's Reliance to launch ice cream brand with products starting at 10 cents

Business Recorder reported that Reliance Consumer Products, the consumer unit of the conglomerate run by Mukesh Ambani, is moving into ice cream with a fresh label named Bombay Creamery. The company said in a statement on Tuesday that prices in the range will begin at 10 Indian rupees, equal to 10.53 cents. The products are currently sold in western India, and a wider national rollout is planned shortly.

The move adds to a consumer business that already includes Campa and Independence, plus several snack and confectionery brands. The report also recalls that about a decade ago Ambani's telecom push used aggressive pricing to make Reliance the market leader, and that the later Campa relaunch sparked a price war in cola. The ice cream market is dominated by Amul, Vadilal Industries, Mother Dairy and Hatsun Agro's Arun Icecreams, along with several regional players.