Reliance Consumer Products has entered the flavoured milk category with Joyland, launching the drink in Tamil Nadu at Rs 20. The move extends its beverage portfolio beyond Campa and into ready-to-drink dairy, according to a report by The Economic Times. Joyland will initially come in Strawberry and Vanilla, with Tamil Nadu as the first market and plans to expand across India.
T Krishnakumar, director, Reliance Consumer Products, called the entry a significant step in extending the company’s portfolio and widening consumer choice. He said Tamil Nadu marks the beginning of the journey, as Reliance builds Joyland into a broader dairy beverages portfolio and progressively grows its reach nationwide.
The launch places Reliance in a crowded space where Amul, Mother Dairy, Nandini, Sunfeast Smoodh and Cavin’s already have offerings. The segment has been gaining momentum as dairy companies push into value-added and ready-to-drink formats, making it an attractive territory for a new entrant with scale.
For Reliance, Joyland also carries forward a familiar pricing strategy. By bringing its Rs 20 price point from soft drinks into dairy beverages, the company signals its intent to compete on accessibility while widening its consumer goods footprint. With a phased rollout planned, the brand’s next moves beyond Tamil Nadu will reveal how seriously Reliance intends to challenge established dairy players.
