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Brands

Reliance Starts An Ice Cream Brand Called Bombay Creamery

Ad Tribe! Bureau1 min read
A halftone paper cutout of an ice cream cone and a glass milk bottle, on a flat sky blue background

Reliance Consumer Products has launched Bombay Creamery, its dedicated entry into the ice cream category. The proposition is narrow and deliberate: real dairy cream, at a price the company says every Indian family can afford.

  • Brand: Bombay Creamery, from Reliance Consumer Products Limited, the FMCG arm of Reliance Industries
  • Claim: made with real dairy cream, described as authentic dairy ingredients
  • Positioning: 'Global Quality at Affordable Price'
  • Backing: RCPL's national distribution infrastructure and retail scale
  • Leadership: T Krishnakumar, director at Reliance Consumer Products

Bombay Creamery Aims Its Claim At The Category

Leading on real dairy cream is not a neutral product statement in Indian ice cream. A large share of what sells in the freezer is technically frozen dessert, made with vegetable fat rather than milk fat, and the distinction is printed on packs but rarely understood at the point of purchase.

Bombay Creamery is making that distinction its opening argument, which is a competitive positioning as much as a product one. T Krishnakumar put it as dairy not needing shortcuts, and drew the line himself between entering the category and committing to it.

Distribution Is The Real Asset

Ice cream is one of the hardest FMCG categories to scale, because the supply chain has to stay cold from factory to freezer and the retailer has to be willing to give up freezer space. That is where a Reliance-backed launch starts with an advantage that a challenger brand cannot buy.

Whether the affordability claim holds through that cold chain is the question the launch does not answer yet. More brand launches.

#FMCG#Bombay Creamery#Reliance Consumer Products#Ice Cream#T Krishnakumar
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