Power Up biscuits to ride on Ajith Kumar Racing association; 28 new SKUs target diverse consumer segments with prices starting at Rs 5

 

THEBUSINESSBYTES BUREAU

CHENNAI, NOVEMBER 2, 2026

Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries Ltd, is stepping up its play in the competitive biscuit market with the launch of nine new variants under its Independence brand in Tamil Nadu, targeting a wider consumer base through affordable pricing, differentiated offerings and an expanded distribution network.

The portfolio expansion, comprising 28 new stock keeping units (SKUs), seeks to strengthen the company's presence across everyday consumption and indulgent snacking segments, with products priced from Rs 5 for trial packs to Rs 125 for larger home packs.

The newly introduced range includes Independence Power Up, Butter Bliss, Milky Power, Marie Prime, Coco Vanilla & Chocolate, CremYum Orange, CremYum Choco, Coco Bourbon and Glucose Boost. The products will be available across Tamil Nadu from November 2.

A key highlight of the expansion is Independence Power Up, which combines milk, glucose and protein in a single biscuit, offering a differentiated proposition in the everyday biscuit segment. Independence Milky Power is another major offering aimed at tapping the established consumer preference for milk-based biscuits.

The company is banking on Tamil Nadu as a strategic growth market, with enhanced production capacity expected to support business expansion, improve product availability and deepen market penetration.

"Our focus is on expanding our portfolio to address evolving consumer preferences while building scale. Milk biscuits are well established in household consumption, and with Independence Power Up Biscuits, we are building on this familiarity through a differentiated offering that brings together milk, glucose and protein in one product," T Krishnakumar, Director, Reliance Consumer Products Ltd, said.

He said the broader portfolio reflected the company's philosophy of 'Each Consumer, Each Occasion', aimed at identifying emerging consumer needs and translating them into relevant products offering greater value.

Adding a distinctive marketing dimension to the launch, RCPL has associated Independence Power Up with Ajith Kumar Racing, seeking to connect the product's performance-oriented positioning with the competitive spirit of motorsport.

The association is expected to enhance brand visibility and consumer engagement in Tamil Nadu, while supporting the company's efforts to establish a stronger foothold in the regional market.

The expanded biscuit portfolio will be distributed through general trade, national and regional modern trade outlets, e-commerce platforms, Reliance Retail and wholesale channels, giving the company access to a wider consumer base.

With the latest expansion, Reliance Consumer is looking to sharpen its competitive positioning in the biscuit segment by combining mass-market affordability, product differentiation and an extensive omnichannel distribution strategy.