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.
