Now, the business tycoon of India, Mukesh Ambani’s Reliance Consumer Products, is ready to take center stage in the Indian snack market and compete with the established flavors of Haldiram and Britannia. Ambani had earlier put his stamp of success on a drink brand by competitive pricing and strategic marketing of Campa Cola that challenged international soda giants. Now again Ambani’s new product line is yet to witness the same tactics unfold in the snack industry.
Snacks under brand Alan Bugles are sold chips and namkeen, while biscuits are sold by Snactac and Independence. The products are competitively priced and uniquely margined to attract all the retailers and distributors. According to the reports, Reliance is offering a 20% margin to the retailers but an 8 percent margin to the distributors and another 2 percent performance-incentive-based margin. Such incentives make the brand attractive not only to consumers but also to those on the supply side.
This is in the context of India’s snack market, which is valued at over ₹42,000 crore, growing steadily at around 9% per year. The market is expected to nearly double by 2032, making it a lucrative space for new players like Reliance.
With Ambani’s strategic approach and established reputation in consumer markets, Reliance’s snack brands will make a strong impact. This may spawn the kind of intense competition that will, perhaps for the first time, redefine choices for India’s favourite snackers.
