Reliance Consumer launches nine Independence biscuit variants in Tamil Nadu
The FMCG arm of Reliance Industries Limited introduced 28 new stock-keeping units to strengthen its market presence in the state.
Reliance Consumer Products Limited (RCPL) launched nine new biscuit variants under its Independence brand in Tamil Nadu on November 2, according to ANI and The Tribune. The expansion includes 28 new stock-keeping units (SKUs) designed for different consumption occasions, ranging from everyday to indulgent biscuits.
The new range features products such as Independence Power Up, Independence Butter Bliss, Independence Milky Power, and Independence Marie Prime. Other varieties include Independence Coco Vanilla & Chocolate, Independence CremYum Orange, Independence CremYum Choco, Independence Coco Bourbon, and Independence Glucose Boost.
Pricing for the products starts at Rs 5 for trial packs, with Rs 10 sharing packs and larger home packs priced between Rs 40 and Rs 125. The company stated that the expansion aims to grow its biscuit business through increased distribution, accessible pricing, and a broader product range.
T Krishnakumar, Director of Reliance Consumer Products Limited, said the company is growing its selection to meet evolving consumer tastes and increase its scale within the state. He noted that Independence Power Up combines milk, glucose, and protein to build on the familiarity of milk biscuits.
The launch of Independence Power Up includes a brand association with Ajith Kumar Racing to increase visibility through motorsport imagery. The products will be sold through e-commerce, wholesale channels, Reliance Retail, and various modern and general trade outlets across Tamil Nadu.