Mukesh Ambani is bringing Reliance’s tried-and-tested disruption playbook to India’s ice-cream market. Reliance Consumer Products has entered the segment with Bombay Creamery, offering cups, cones and sticks starting at an aggressive 10. The brand is rolling out across western India before a planned nationwide expansion, marking the formal launch of a strategy Reliance has been building since 2023. Ambani's approach to entering new markets is well tested: combine aggressive pricing with Reliance's vast distribution network to take on established players. The strategy transformed India's telecom market a decade ago and resurfaced more recently with the revival of Campa, which entered the soft-drinks market at a 10 price point and triggered a fresh price battle.