Now a new war is about to start in the Indian biscuit market. Mukesh Ambani’s Reliance, which has already challenged the biggies through Jio in the telecom sector and Campa in the soft drink market, is now gearing up to strengthen its grip on the biscuit business.
Reliance’s FMCG company Reliance Consumer Products Limited (RCPL) has introduced a new range of biscuits under its Independence brand. The company has simultaneously launched 9 variants and 28 SKUs. Their price starts from 5 rupees.
But competition is not going to be easy for Reliance in this market. Companies like Britannia, Parle and ITC already have a strong presence here. Brands like Parle-G and Britannia in particular have held their place in Indian households for decades.
The big question in such a situation is whether Reliance will be able to repeat Jio-like success in the biscuit market based on its cheap products and large retail network? Let’s understand the complete math.
How big is India’s biscuit market?
- In India, biscuits are not just a snack but a part of daily consumption. Be it morning tea or children’s tiffin, biscuits are in demand in almost every category.
- According to a January 2026 report by Motilal Oswal Financial Services, based on Technopak Research, India’s biscuit market in FY 2024 will be valued at around Rs. 55,100 crores.
- It is estimated that by FY 2029 this market will reach Rs. 90,300 crores. This means that there is an annual growth potential of around 10.4%.
- The special thing about this market is that more than 90% share is already branded biscuits. This means that along with adding new customers to the market, Reliance will also need to attract existing customers from other brands.
Which companies will Reliance compete with?
Many large companies are already present in the Indian biscuit market. Among these, Britannia and Parle are the strongest players. According to Motilal Oswal’s FY25 estimates, the market share of the companies was as follows:
It should be noted that market share figures may vary in different research reports. But it is clear that Britannia and Parle together have more than half the market.
Powers of Britannia: The company has popular brands like Good Day, Mary Gold, Milk Bikki, Tiger and Nutri Choice. Through this, the company targets various consumers ranging from glucose biscuits to premium cookies.
Strengths of Parle: Parle-G is the biggest weapon of this company. Its low cost, old identity and availability from small towns to villages make it very strong.
Strengths of ITC: ITC also has a strong presence in this market under the Sunfeast brand. Dark Fantasy, Merry Light and Mom’s Magic are its main products.
Apart from this Priagold, Unmol, Dukes and many regional companies also make this competition difficult.
Reliance started biscuit war with how much rupees?
Reliance has introduced 9 variants and 28 SKUs under its Independence brand. The company’s focus is on everyday biscuits and cream and chocolate flavored products.
This portfolio includes:
- Freedom power up
- Enjoy freedom butter
- Freedom Milky Power
- Independence Mary Prime
- Independence Cocoa Vanilla
- Freedom Cocoa Chocolate
- Freedom Creamy Orange
- Freedom Cream Choco
- Independence Glucose Boost
Their prices are kept according to the needs of different customers.
| Pack type | Price |
| Trial pack | 5 Rs |
| Sharing Pack | 10 Rs |
| Big family pack | 40 to 125 Rs |
Currently, the company has launched these products from Tamil Nadu. For this the production capacity is also being increased in the state. There are plans to further expand into other markets.
Reliance’s strategy is clear. The company wants to attract consumers with low-cost small packs and then make a niche in domestic consumption through larger packing.
Will selling Rs 5 biscuits make it easier to compete with Britannia?
This is where Reliance faces the biggest challenge. When Reliance launched Campa Cola in the soft drink market, its main strategy was to keep prices lower than companies like Coca-Cola and Pepsi. But the math of the biscuit market is a little different. Packs of Rs 5 and Rs 10 are widely sold here. This means that it will not be easy for Reliance to attract customers just by cutting prices.
Britannia CEO and MD Rakshit Hargave said in the earnings call on November 6 that the biscuit market is expected to grow by Rs. 5 and Rs. 10 price points already exist. Therefore, it is difficult to bring about the same kind of change that was possible in the cola market based on price. This means that Reliance will have to go beyond just selling cheap biscuits and offer better value to customers.
For example:
- How many biscuits do you get for 5 rupees?
- What does the biscuit taste like?
- How is its quality?
- Does the customer want to buy the same brand again?
- Is the product readily available?
These factors will determine how successful Reliance will be in the market.
Distribution can be the biggest weapon for Reliance
Just making a good product is not enough in the biscuit business. It also needs to reach millions of grocery stores and shops in the country. This is where Reliance can leverage its large retail network.
The company is working on a plan to sell its biscuits through several channels:
- Reliance Retail Stores
- Small and large grocery stores
- Modern Business
- E-commerce platform
- wholesale network
As per FY24 estimates, general trade i.e. grocery stores accounted for around 71% of branded biscuit sales. Modern trade accounted for 21% and e-commerce accounted for 8%.
It is clear from this that it is not enough for Reliance to just sell biscuits in its stores. He also has to reach out to small shops and villages in the area.
On the other hand, Britannia and Parle have decades-old distribution networks. It has strong relationships with shoppers. Consumers also trust these brands.
Therefore, it will be a big challenge for Reliance to get shoppers ready to stock its products.
Will the Jio and Campa formula work here too?
Looking at Reliance’s past record, the market is taking this question seriously.
How Jio changed the telecom market?
Jio changed the face of the telecom industry by offering free services and very cheap data plans in the early stages. After this other companies also had to change their prices and strategies.
How did Campa get its place?
Reliance relaunched Campa Cola in 2023. It challenged companies like Coca-Cola and Pepsi on the basis of low prices. According to the report, Campa’s market share is expected to grow from around 2% in 2024 to around 7% in 2025. In FY 2026, Reliance expects Campa’s total sales to reach Rs. Said to be more than 4,700 crores. But there is no guarantee that the Jio or Campa formula will work perfectly in the biscuit business.
In telecom, once a customer joins, he continues to use data and the company can earn through other services as well. But each packet of biscuits has manufacturing, packaging and distribution costs associated with it. Therefore, giving heavy discounts for a long period of time may put pressure on the company’s profits.
There is also an opportunity in the premium biscuit market
Reliance doesn’t want to be limited to cheap biscuits. Demand for premium cookies, digestive and healthy biscuits is also increasing in the market. The company has also partnered with Sri Lankan biscuit manufacturer Maliban. This can help it increase its presence in the differentiated and premium product segments. That is, through the Independence brand, the company wants to carve out a niche in the everyday biscuit market, while through the partnership with Maliban, it can explore opportunities in specialty and premium products. This strategy can take Reliance beyond being just a company that sells cheap biscuits.
Who will ultimately win this battle of the biscuit market?
Reliance has the finance, large retail network, manufacturing capacity and brand building experience to enter this business. But Britannia and Parle are not to be taken lightly. These companies have built customer trust and strong distribution networks over decades.
The real test for Reliance will be on three fronts:
Customer Trust: Will people leave Parle-G and Britannia and buy independence regularly?
Grocery Network: Can Reliance reach small shops across the country?
Calculation of Profit: Will the company be able to make a profit in the long run by providing good quality at a low cost?
With the entry of Reliance, competition is sure to increase in the Indian biscuit market. The company has advantages like low prices, wide product range and strong retail network. However, Rs 5 and Rs 10 packs are already available in the biscuit market. So, it will not be easy to challenge Britannia and Parle just on the basis of cheap price. Ultimately, only those companies will be ahead in this war which will provide consumers with better taste, quality, right price and readily available product. The real challenge for Reliance is not to sell biscuits, but to make a place in the daily habits of Indian consumers.
