Reliance forays into ice-cream space Rs 10 packs

MUMBAI: Reliance’s consumer goods arm has forayed into the ice-cream space with the launch of brand Bombay Creamery, challenging market players such as Amul, Mother Dairy and Kwality Wall’s. The brand is rolling out ice-creams across a range of formats starting Rs 10. In a statement, Reliance Consumer Products (RCPL) claimed that the portfolio is made with real dairy cream.The local ice-cream market has moved beyond legacy brands to make space for a range of new-age firms such as Go Zero, Noto and Get-A-Way as consumers increasingly seek better and healthier choices. Besides, the rise of 10-minute deliveries is fueling growth of impulse categories such as ice-creams.RCPL is positioning Bombay Creamery as an accessible premium dairy brand and the launch comes just ahead of the festive season when discretionary spends tend to go up. “RCPL is not just entering the ice-cream category–we’re committing to it,” said T Krishnakumar, director at RCPL.Get the latest Business News and Live updates. Download the TOI app.