Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, is expanding its presence in Tamil Nadu’s biscuit market with the launch of nine products and 28 new stock-keeping units (SKUs) under its Independence brand.
The expanded portfolio, which will be available to consumers from November 2, 2026, marks a significant push by RCPL to increase its market share in a key market for its biscuit business.
The company is leveraging increased production capacity and a wider product range to expand consumer reach and build scale in Tamil Nadu. The launch covers multiple consumption occasions and price points, with trial packs priced at ₹5, sharing packs at ₹10 and larger home packs ranging from ₹40 to ₹125.
Nine products target different consumer segments
The expanded Independence portfolio comprises Independence Power Up, Independence Butter Bliss, Independence Milky Power, Independence Marie Prime, Independence Coco Vanilla & Chocolate, Independence CremYum Orange, Independence CremYum Choco, Independence Coco Bourbon and Independence Glucose Boost.
The portfolio is led by Power Up and Milky Power, with Power Up positioned as a differentiated offering in the everyday biscuit category. It combines milk, glucose and protein in a single product.
The multi-product strategy is aimed at catering to different consumer preferences, from glucose and milk biscuits to cream-filled and chocolate-based varieties.
Reliance Consumer Products Ltd Director T Krishnakumar said Tamil Nadu is an important market for the company’s biscuit business and that the expanded portfolio would help address evolving consumer preferences while building scale.
He said the Power Up variant builds on the familiarity of milk biscuits by combining milk, glucose and protein in a differentiated offering.
The broader portfolio reflects the company’s philosophy of ‘Each Consumer, Each Occasion’, identifying opportunities across consumer needs and developing products aimed at delivering greater value.
Ajith Kumar Racing association to boost brand visibility
RCPL has also entered into an association with Ajith Kumar Racing to launch and promote Independence Power Up biscuits.
The partnership seeks to connect the product’s performance-oriented positioning with the motorsport team’s emphasis on performance, while strengthening brand visibility and consumer awareness in Tamil Nadu.
The association provides RCPL with an additional platform to engage consumers in a market where regional brand recognition and consumer connect are important to building FMCG distribution.
Omnichannel distribution strategy
The new Independence products will be distributed through general trade outlets, national and regional modern trade stores, e-commerce platforms, Reliance Retail and wholesale channels.
The multiple distribution channels are expected to improve product accessibility and support the company’s efforts to expand its footprint across Tamil Nadu.
With 28 additional SKUs spanning different formats and price points, RCPL is seeking to strengthen its competitive positioning in the state’s biscuit market through a combination of portfolio expansion, affordable pricing and wider distribution.