Business · Companies · 20 hrs ago
Britannia CEO says Reliance may struggle to disrupt biscuit prices
Reliance has entered India’s biscuit market with its Independence brand, adding a new competitor for established companies such as Britannia.
It launched 28 products in Tamil Nadu and plans to expand across India.
Britannia CEO and managing director Rakshit Hargave said biscuit pricing differs from cola pricing, where Reliance used aggressive discounts to challenge established brands.
Many biscuits sell at Rs 5 and Rs 10 price points, which Hargave said are harder to disrupt through price cuts.
Reliance’s Campa has gained double-digit share in key cola markets, but Hargave said Britannia will study its new rival and monitor how competition develops.
He said Britannia is confident in its competitive strengths and has plans to support its growth.
Britannia CEO and managing director Rakshit Hargave said Reliance may find it difficult to repeat its cola-market price disruption in biscuits.
He said biscuits have different pricing dynamics, with much of the market operating at Rs 5 and Rs 10.
Reliance Consumer Products entered the biscuit market through its Independence brand and launched 28 products in Tamil Nadu.
The company plans to expand the brand across India.
Hargave said Britannia would watch how competition develops and expressed confidence in its market strengths and growth plans.
- Who
- Britannia CEO and managing director Rakshit Hargave commented on Reliance Industries’ entry into biscuits.
- What
- Hargave said Reliance may struggle to repeat in biscuits the price disruption it caused in cola.
- When
- He spoke during an analyst call on Saturday. The articles were published on November 9, 2026.
- Where
- Reliance launched its Independence biscuits in Tamil Nadu.
- Why
- Hargave said biscuits have different pricing dynamics, including common Rs 5 and Rs 10 price points that are harder to disrupt.
This story does not have two clearly opposing sides.
Reliance entered the beverage market after acquiring Campa Cola.
Reliance Consumer Products entered the biscuit market with its Independence brand and launched 28 stock-keeping units in Tamil Nadu.
Hargave discussed Reliance’s biscuit launch and the competitive outlook during an analyst call.
Business Standard and Economic Times published reports on Hargave’s comments.
- Britannia CEO
- Rakshit Hargave
- Reliance biscuit brand
- Independence
- Tamil Nadu launch
- 28 stock-keeping units
- Common biscuit price points cited
- Rs 5 and Rs 10
- Campa Q1 sales
- Rs 2,900 crore
2 sources
What people are saying
The disruption of price, which happened in the cola market. As you would know, in the biscuit market, a large part of the market operates at Rs 5 and Rs 10.
As far as Reliance is concerned, we have to study what they have done.
We also have very, very strong moats and very strong plans to go ahead, and we will see what and how it transpires.