Reliance’s Independence Power Up biscuits get a motorsport makeover with Ajith Kumar Racing

RCPL's expansion strategy involves rolling out 28 new stock-keeping units (SKUs) of Independence biscuits, with an initial focus on Tamil Nadu starting November 2, 2026. The company aims to strengthen its market position through affordable pricing, with trial packs priced at ₹5 and larger variants ranging from ₹10 to ₹125.

The "Independence Power Up" biscuit is positioned to build on the existing popularity of milk biscuits in Indian households, offering a differentiated proposition in the everyday snacks category by incorporating milk, glucose, and protein. RCPL Director T Krishnakumar noted that this product seeks to leverage an established consumption habit with an enhanced offering.

To boost visibility and consumer awareness for the Independence brand, RCPL is reportedly collaborating with actor Ajith Kumar. The products will be distributed through a wide array of channels, including general trade, modern retail, e-commerce, Reliance Retail stores, and wholesale networks, aiming for broad market penetration.

RCPL is adopting a two-pronged approach, with the Independence brand focusing on affordable, everyday products, while its joint venture partner, Maliban from Sri Lanka, will cater to the premium biscuit segment. This strategy suggests a broad market capture across different price points.