Reliance Launches Bombay Creamery Ice Cream at ₹10, Targeting Nationwide Expansion

Reliance Consumer Products has entered India’s ice-cream market with Bombay Creamery, pricing cups, cones and sticks from ₹10. The brand is initially rolling out across western India before a planned nationwide expansion, bringing RIL’s low-price, high-distribution strategy to another consumer category.

Mukesh Ambani is bringing Reliance’s tried-and-tested disruption playbook to India’s ice-cream market. Reliance Consumer Products has entered the segment with Bombay Creamery, offering cups, cones and sticks starting at an aggressive ₹10. The brand is rolling out across western India before a planned nationwide expansion, marking the formal launch of a strategy Reliance has been building since 2023.

Ambani’s approach to entering new markets is well tested: combine aggressive pricing with Reliance’s vast distribution network to take on established players. The strategy transformed India’s telecom market a decade ago and resurfaced more recently with the revival of Campa, which entered the soft-drinks market at a ₹10 price point and triggered a fresh price battle.

ALSO READ | Ambani's Reliance enters ice cream market with launch of Bombay Creamery

The fallout was felt immediately in the stock market, where Kwality Walls shares fell as much as 3% to ₹43 on the BSE on Wednesday, extending their losing streak to seven sessions and taking the total decline to 11%.

Given Ambani's track record, Bombay Creamery's ₹10 price tag signals the start of another major pricing and market share battle in Indian retail.

Live Events

ALSO READ | Cracks in cola kingdom: India's duopoly faces biggest test in decades

Currently, Amul’s mango-flavoured ice cream stick and Kashmiri Kesar Kulfi stick represent the lowest entry benchmark among major brands, priced at ₹20 across quick-commerce platforms like Zepto, Swiggy Instamart, and Blinkit. By introducing Bombay Creamery at just ₹10, Reliance effectively cuts that entry price point in half.

The new cool market

The push comes at a crucial moment for the category. India’s ice cream industry is undergoing a massive transformation, fueled by a perfect storm of rising temperatures, longer heat waves, and growing consumer wallets.

The market is projected to surge at a 15% CAGR, reaching $16.10 billion by 2035, as per data from Expert Market Research.

Tastes are evolving rapidly beyond basic vanilla and chocolate, with flavours like salted caramel, matcha, tiramisu, and exotic fruits driving strong demand for premium options. At the same time, the rapid rise of fast-delivery apps and e-commerce platforms has made impulse buying at home seamless, shifting out-of-home snacking toward doorstep delivery. This growth is further amplified by smaller towns and Tier II and III cities, which remain severely under-penetrated and offer massive room for high-quality brands to capture new market share, as per the report.

Recent years have seen the emergence of several new brands such as Go Zero, Noto, Get A Way, Frubon, Minus 30, to name a few. They are all aiming to carve out a niche in a market long dominated by legacy players.

To secure shelf space and ensure product visibility, major players routinely supply dedicated freezers to retail partners, a play Reliance has already mastered by deploying branded Campa fridges across its retail network.

"(The ice cream launch) is part of their long-game strategy. With a complete ecosystem in place, they can ... capture wallet share across the products consumers buy," said Deven Choksey, managing director of fund and wealth manager DRChoksey FinServ.

T. Krishnakumar, Director, Reliance Consumer Products Ltd, said the company intended to build the new business around dairy ingredients rather than compromising on the product.

“We built Bombay Creamery around one simple idea that dairy shouldn't need shortcuts. RCPL is not just entering the ice cream category — we're committing to it. Made with real dairy cream, Bombay Creamery guarantees the promise of genuine taste of a real ice cream every single time, at a price every Indian family can afford,” Krishnakumar said.

The ice cream launch adds to RCPL’s growing portfolio across food, beverages, personal care and home-care products.

Ambani’s cola playbook

Reliance has already proven how effective a low-cost entry point can be when taking on established market leaders.

By launching its revived Campa brand at Rs 10 for a 200ml bottle, Reliance cut rival pricing in half and instantly triggered a high-stakes price war. It was a move that forced legacy players to re-evaluate their entry-level packaging, step up retailer commissions, and defend market share they had comfortably held for thirty years.

Campa crossed Rs 4,700 crore in gross sales in FY26 and helped drive Reliance’s FMCG revenue to Rs 22,000 crore. According to Reliance Retail director Isha Ambani, the brand has emerged as the country’s fourth-largest carbonated soft drinks label and has achieved double-digit market share in several key markets.

The brand’s success demonstrated that domestic players could challenge multinational incumbents at scale.

Moreover, Reliance Industries' FMCG business turned EBITDA-positive for the first time earlier this year.

Campa’s parent company posted a net loss of Rs 125 crore during the four months ended March 2026—the first reporting period after its demerger in December. Gross revenue more than doubled to Rs 8,600 crore in the June quarter, although the company did not disclose EBITDA or net profit for the period.

With Bombay Creamery, Reliance is once again showing that it doesn't just enter categories; it re-engineers them. By combining an unmatchable ₹10 price point, real dairy ingredients, and its massive retail engine, Reliance is positioning itself to capture a dominant slice of India’s booming ice cream market. If the Campa playbook is any indication, legacy players and new-age brands alike will soon need to adapt to a far colder, more competitive retail climate.