Reliance Resurrects Velvette: Reviving Tamil Nadu's Iconic Shampoo Brand

Reliance Consumer Products Ltd has acquired Tamil Nadu-based Velvette, reinforcing its role in the personal care sector. The strategic acquisition aims to revive the Velvette brand, initially focusing on shampoos, with plans for expansion into soaps and body washes. The deal underscores Reliance's vision to rejuvenate Indian heritage brands.

Reliance Consumer Products Ltd, the fast-moving consumer goods arm of Reliance Retail Ventures Ltd, has acquired Velvette, a Tamil Nadu-based FMCG firm, for an undisclosed sum. This move strengthens its position in the personal care segment, according to a senior company official.

Following the acquisition, Reliance plans to revive the Velvette brand of shampoos and roll out a series of personal care products shortly, stated company COO Ketan Mody on Friday. The acquisition aligns with Reliance's strategy to acquire and rejuvenate Indian heritage brands, including Campa and Ravalgaon Sugar, renowned for Paan Pasand and Coffee Break, he added.

This strategic initiative grants Reliance Consumer Products Ltd a perpetual license for Velvette, complementing the corporation's commitment to constructing futuristic businesses founded on strong heritage brands. Initially, the 'Velvette' shampoos will debut in Tamil Nadu, eventually expanding into other markets.