Fast-Moving Consumer Goods (FMCG) giants are investing heavily in the Rs 10 beverage market by introducing new products such as soft drinks sparkling water flavoured milk and buttermilk. As summer approaches and the demand for these products rises among the middle class competition in the market is intensifying. According to an ICRIER report Indias beverage market which includes soft drinks packaged water juices and fruit-based beverages was valued at Rs 67100 crore in 2019. The market is projected to reach Rs 1.47 trillion by 2030. It is worth noting that the Rs 10 price has been favored in several consumer goods sections expanding the accessibility of the products to middle-class and lower-middle-class populations. In response to the swift seasonal demand numerous fast-moving consumer goods (FMCG) companies are making significant investments in their product offerings. Recently the Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) known for its Amul brand introduced Tru dairy-based fruit drinks priced at Rs10 for a 150 ml serving. According to LiveMint the dairy company intends to launch additional beverages at this price point during the current season. Notably Amul Kool – flavoured milk – ranges between Rs 20 and Rs 40 while butter milk is priced Rs 15. As per the financial calculations of Amul Rs 10 buttermilk pouch earns huge profit for the company. Last month Reliance Consumer introduced its sports drink called Spinner developed in collaboration with cricketer Muttiah Muralitharan and it is priced at Rs10. In January 2025 Reliance Consumer Products released RasKik Gluco Energy which is also available for Rs10 per single serving. In 2021 Parle Agro known for its Frooti brand launched a dairy drink called Smoodh priced at Rs10 with actor Varun Dhawan as its brand ambassador. By February 2023 Smoodh had grown into a brand worth Rs685 crore leveraging Parle Agros vast distribution network that reaches two million retail locations across the country.