Ambani's Reliance to launch ice cream brand with products starting at 10 cents

Reliance Consumer Products, the consumer arm of Indian billionaire Mukesh Ambani’s oil-to-telecom conglomerate Reliance Industries, is entering the ice-cream market with the launch of a new brand, Bombay Creamery.

Asia’s richest person disrupted India’s telecoms market roughly 10 years ago with cut-throat pricing to make Reliance the leading player in that industry before relaunching Campa, which triggered a price war in the competitive cola market.

The range of ice creams under Bombay Creamery will start from 10 rupees (10.53 cents), the company said in a statement on Tuesday.

The ice creams are available in western India, and will soon be rolled out across the country.

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Reliance’s consumer business includes brands such as Campa and Independence, and several other snack and confectionery brands.

The ice cream market in India is dominated by Amul, Vadilal Industries, Mother Dairy and Hatsun Agro’s Arun Icecreams as well as several regional players.