Campa, Smoodh, and Now, Amul Tru: Why Every Brand Wants a Share in India’s ₹10 Beverage Market
From buttermilk and fruit drinks to colas and dairy-based beverages, India’s ₹10 beverage segment is turning into a battleground. Companies like Amul, Parle Agro, Reliance Consumer Products, and Coca-Cola are doubling down on their affordable drink offerings, each vying for a bigger slice of the market.
Why is Everyone Entering the ₹10 Price Segment?
The ₹10 price tag has always been a sweet spot for Indian consumers—affordable, accessible, and perfect for impulse purchases. As temperatures rise, demand for refreshing beverages is soaring, making this segment all the more attractive for brands looking to expand their customer base.
But it’s not just about the price. The ₹10 category allows companies to penetrate deeper into rural markets, increase brand visibility, and gain a competitive edge. However, inflation and rising production costs are making it increasingly difficult to maintain profitability at this price point.
Amul and Reliance Step Up the Game
The latest entrant in this space is Amul Tru, a dairy-based fruit drink priced at ₹10 for a 150ml pack. Known for its strong dairy portfolio, Amul is using its well-established distribution network to push its latest offering. Amul Tru joins the company’s existing ₹10 products like buttermilk and flavored milk under the Kool range.
Meanwhile, Reliance Consumer Products Limited (RCPL) has reignited nostalgia with its Campa brand, priced at ₹10. The relaunch of Campa Cola has made waves, with Reliance aiming to disrupt the soft drink market dominated by global giants.
Coca-Cola and Parle Agro Aren’t Backing Down
Coca-Cola, one of the biggest players in the beverage industry, has already strengthened its hold in this category with ₹10 packs. By offering smaller, more affordable servings, the company is making sure it doesn’t lose out to the growing competition.
Parle Agro, on the other hand, has already seen success in this segment with Smoodh, a dairy-based beverage introduced in 2021. Promoted by Bollywood star Varun Dhawan, Smoodh quickly gained traction and crossed a turnover of ₹1,685 crore by 2023.
The ₹10 Challenge: Volume vs. Profitability
While ₹10 beverages promise high sales volumes, keeping them profitable is another story. The rising costs of raw materials and logistics pose a challenge, forcing companies to find ways to optimize production without compromising quality.
With more brands entering the space, the next few months will reveal who manages to sustain and who struggles to keep up. One thing is certain—the ₹10 beverage market is only going to get more competitive.
