Reliance’s Independence Power Up biscuits get a motorsport makeover with Ajith Kumar Racing
Reliance Consumer Products Ltd (RCPL), the fast-moving consumer goods (FMCG) arm of Reliance Industries Ltd, is expanding its presence in the biscuit market across the country with a wider range of products. Currently, the company is extending its Independence brand and has introduced nine variants, comprising 28 new stock-keeping units (SKUs).
It is said to be a part of the company's strategy to strengthen its position in the segment through affordable pricing and a wide range of product portfolio.
The new range of biscuits will include Independence Power Up, Independence Butter Bliss, Independence Milky Power, Independence Marie Prime, Independence Coco Vanilla & Chocolate, Independence CremYum Orange, Independence CremYum Choco, Independence Coco Bourbon and Independence Glucose Boost.
The expanded range will be rolled out across Tamil Nadu from November 2, 2026, before being introduced in other markets, RCPL said in a statement, as per a report in The Economic Times.
The company is seemingly banking on the southern state to drive its biscuit business. Its additional production capacity is expected to support the expansion and improve product availability across retail outlets.
The new range of products is said to be available in trial packs. These trial packs will be priced at ₹5 while other larger varinats will be at ₹10 and a range between ₹40 and ₹125.
Among the new offerings is Independence Power Up, a biscuit which claims to combine milk, glucose and protein. With this product, RCPL is looking to build on the popularity of conventional milk biscuits while offering consumers a different proposition in the everyday snacks category.
"Tamil Nadu is a key market for our biscuit business, and our focus is on expanding our portfolio to address evolving consumer preferences while building scale," said RCPL Director T Krishnakumar as per the publication.
He added that milk biscuits, which already enjoy an established presence in Indian households, provide the company with an opportunity to build on an existing consumption habit through Power Up's combination of milk, glucose and protein.
The company is also aiming to strengthen the visibility of its Independence brand as it collaborates with actor Ajith Kumar. RCPL expects the partnership to help generate greater buzz and consumer awareness, improving brand recognition in the state.
The new products will be distributed through multiple sales channels, including general trade outlets, national and regional modern retail chains, e-commerce platforms, Reliance Retail stores and wholesale networks. This distribution strategy is likely to help the company reach consumers across different markets and retail formats.
RCPL is reportedly adopting a two-pronged approach to grow its biscuit business.
While Independence will focus on building scale through a wide selection of affordable, everyday and indulgent products, Maliban, its joint venture partner and a prominent biscuit manufacturer from Sri Lanka, will cater to the premium segment with its offerings.
Sneha Biswas specialises in covering entertainment and pop culture, with a specialisation on Bollywood, Hollywood, OTT platforms, K-pop, K-dramas, and major developments in the US entertainment industry. She believes in telling stories that balance speed with substance, and in making entertainment journalism contextual, culturally aware, and reader-first rather than purely reactive.<br><br> With over six years of experience in digital media, Sneha currently serves as a Deputy Chief Content Producer at Live Mint. She has spent more than three and a half years with the HT Group and returned to the organisation in February 2025, joining Live Mint to uplift the entertainment section. Over the past year, she has been closely involved in entertainment coverage including breaking news, explainers, trend reporting, box office reports and analysis for the audience.<br><br> Sneha is Google News certified, having completed training focused on newsroom best practices, digital reporting, and SEO-driven content strategies. Her work reflects a strong understanding of audience behaviour, search trends, and the evolving consumption patterns of entertainment news across formats.<br><br> Prior to her current role, Sneha has worked across multiple content and editorial functions within digital newsrooms, building expertise in content planning, editing, and real-time coverage. Her professional interests lie at the intersection of entertainment, internet culture, and global pop trends.<br><br> Working for the National city team, Biswas closely follows global entertainment movements while maintaining a strong pulse on what is happening in India.
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