Competition picks up in ₹10 beverage segment

From buttermilk to fruit drinks and sparkling beverages, consumer companies are driving deeper into the market for ₹10 packs.

- Suneera Tandon

NEW DELHI: From buttermilk to fruit drinks and sparkling beverages, consumer companies are driving deeper into the market for ₹10 packs. Amul, Parle Agro, Reliance Consumer Products and Dabur are ramping up efforts to expand their ₹10 offerings, bringing affordable drinks to a wider section of customers.

Last week, Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which sells dairy products under the Amul brand, launched Tru dairy-based fruit drinks at ₹10 for 150ml. The dairy giant plans to introduce more beverages at this price point.

Last year, Reliance Consumer Products Ltd (RCPL) relaunched its Campa brand at ₹10, disrupting the low-priced beverage market. The strategy is now being extended to other categories as well. The increased competition at the ₹10 price point reflects the growing demand for affordable beverages, especially among price-sensitive consumers.

"It's a category we want to explore and unlock its potential," said Jayen Mehta, managing director, GCMMF. While Amul currently sells buttermilk in pouches at ₹10, Tru is its first tetra-pack product at this price.