The ₹10 beverage market is starting to get crowded

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.

- Suneera Tandon [e-mail]

Last week, Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which sells dairy products under the Amul brand, launched Tru dairybased 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.