New Delhi, Feb. 17 -- From buttermilk to fruit drinks and sparkling beverages, consumer companies are driving deeper into the market for Rs.10 packs. Amul, Parle Agro, Reliance Consumer Products and Dabur are ramping up efforts to expand their Rs.10 offerings, bringing affordable drinks to a wider section of customers.

Last week, Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which sells dairy products under the Amul brand, launched Tru dairy-based fruit drinks at Rs.10 for 150ml. The dairy giant plans to introduce more beverages at this price point.

Last year, Reliance Consumer Products Limited (RCPL) relaunched its Campa brand at Rs.10, disrupting the low-priced beverage market. The strategy is now being extended to other ...