Campa, Smoodh and Now, Amul Tru: India’s ₹10 Beverage Market Gets Crowded

Amul, Parle Agro, Reliance Consumer Products, and Dabur are stepping up efforts to conquer the burgeoning ₹10 beverage market, catering to a growing demand for budget-friendly drinks among Indian consumers.

Recently, the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), known for its Amul brand, launched Tru dairy-based fruit drinks at ₹10 for 150ml, marking Amul's expansion in this competitive segment. Amul's strategy places it against established players like Coca-Cola and Pepsi that are also vying for consumer attention in price-sensitive markets.

The competition intensified with Reliance Consumer Products Limited (RCPL) relaunching its Campa brand at ₹10, shaking up the low-priced beverage category. This move echoed in RCPL's December earnings, highlighting Campa's significant impact with over 10% market share in certain states' sparkling beverage category.

Amul's Managing Director, Jayen Mehta, emphasized the importance of distribution and production capacity in leveraging the ₹10 pack as a tool to penetrate deeper into the market, offering convenience for both urban and rural consumers. Amul is also considering more non-dairy options in this price band.

Meanwhile, Parle Agro launched its ₹10 dairy beverage, Smoodh, backed by actor Varun Dhawan, which has recorded substantial sales. Parle Agro's strategy revolves around maintaining competitive pricing by optimizing production and reducing manufacturing costs.

The affordable beverage sector also sees entries like Dabur India's Real fruit drink portfolio and Reliance Consumer's introduction of the ₹10 sports drink, Spinner, showcasing the innovative drives in India's ₹10 beverage price point.

As Indian consumers prioritize affordability, the ₹10 segment continues to offer a strategic advantage, fostering opportunities to bolster market share as inflation challenges persist.