India’s affordable beverage market, particularly in the ₹10 price segment, is witnessing fierce competition as major players such as Amul, Parle Agro, Reliance Consumer Products, and Dabur expand their product lines. With the recent launch of Amul Tru, the segment is becoming increasingly competitive, challenging established players like Coca-Cola and Pepsi.
The battle for dominance in India’s ₹10 beverage market is intensifying as major companies such as Amul, Parle Agro, Reliance Consumer Products, and Dabur aggressively expand their product portfolios. With the recent launch of Amul Tru, the segment is getting more competitive, putting pressure on international giants like Coca-Cola and Pepsi.
The Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which owns the Amul brand, has introduced Amul Tru, a dairy-based fruit drink priced at ₹10 for 150ml. This strategic move aligns with Amul’s focus on affordable and accessible beverages, targeting both urban and rural consumers.
Reliance Consumer Products Limited (RCPL) made headlines with its relaunch of Campa at ₹10, shaking up the segment. According to its December earnings report, Campa has captured over 10% of the market share in the sparkling beverage category in some states, signaling strong consumer acceptance.
Amul’s Managing Director, Jayen Mehta, highlighted that expanding production capacity and distribution networks will be key factors in leveraging the affordability of the ₹10 pack to penetrate deeper into the market. Additionally, Amul is considering introducing more non-dairy beverages within this price range to cater to diverse consumer preferences.
Parle Agro, which launched its dairy-based beverage Smoodh at ₹10, has also gained traction in the segment. Backed by Bollywood actor Varun Dhawan, Smoodh has achieved significant sales, demonstrating the potential of this price-sensitive market. Parle Agro’s strategy focuses on optimizing manufacturing and distribution to maintain competitive pricing.
Dabur India has also stepped into the space with its Real fruit drink range, further intensifying competition. Meanwhile, Reliance Consumer has expanded its low-cost beverage offerings with the introduction of Spinner, a ₹10 sports drink targeting hydration-conscious consumers.
With inflationary pressures affecting household budgets, Indian consumers continue to prioritize affordable options, making the ₹10 beverage segment a strategic battleground. As brands push for greater market penetration, this competition is expected to reshape the landscape of India’s beverage industry in the coming months.
