The competition is heating up in the Rs 10 product market, and the coming months will show which brand could face the challenges to dominate this growing market.

The demand for affordable beverages priced at Rs 10 is surging in India. Companies like Amul, Reliance, Parle Agro, and Coca-Cola are introducing new products to compete in this growing segment.

As temperatures begin to rise across many parts of the country, the demand for affordable, refreshing drinks is increasing rapidly. The beverage industry has become highly active and planning aggressive strategies to attract a larger customer base. The competition revolves not only around taste but also pricing, Rs 10 product is emerging as a key competition for many beverages companies.

From dairy products to fruit drinks and soft drinks, major players are trying for a significant share of this market. Companies like Amul, Parle Agro, Reliance Consumer Products, and Dabur are actively expanding their Rs 10 product offerings to reach a broader audience. However, as the inflation is rising it will be tough for these companies to maintain the same pricing.

Amul and Reliance Bold Moves

The Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), which owns the Amul brand, has recently launched Trua dairy-based fruit drink priced at Rs 10 for a 150ml pack. Amul already offers a variety of products under its Kool range, including buttermilk, chocolate shakes, and high-protein drinks. By entering the Rs 10 price segment, the company aims to widen its reach and appeal to more consumers.

Similarly, Reliance Consumer Products Limited (RCPL) has stirred the market with the re-launch of its Live brand, priced at Rs 10. This move has intensified the competition in the affordable drinks market.

Coca-Cola and Parle Join Race

Coca-Cola, too, has strengthened its presence in this price category. The company offers its products in Rs 10 bottle packaging, targeting a wider consumer base.

Parle Agro entered this segment in 2021 with the launch of Stosha Rs 10 product under the Frooti brand. Promoted by actor Varun Dhawan, the Stosh brand achieved remarkable success, recording a turnover of Rs 1,685 crore by 2023.

While the Rs 10 price point offers companies the chance to attract a mass audience, it also has significant challenges. The rising costs of raw materials and production makes it difficult for the companies to sustain profitability.