Reliance Revitalizes Iconic Brand Velvette with Strategic Acquisition

Reliance Consumer Products Limited has acquired the iconic Velvette brand, marking a strategic move to enhance its FMCG portfolio. Known for its innovative sachet packaging, Velvette's acquisition underlines Reliance's commitment to rejuvenating Indian heritage brands and expanding consumer reach in the personal care sector.

Reliance Consumer Products Limited (RCPL) has completed the acquisition of Velvette, a household name in the FMCG sector, famed for its revolutionary sachet packaging that transformed personal care distribution. This move aligns with Reliance's strategy to fortify its business foundation and reintroduce India's cherished brands to today's consumer.

The strategic acquisition includes securing a perpetual license for Velvette, complementing RCPL's existing offerings aimed at global-quality at transparent prices. According to RCPL, the growth vision prioritizes reviving historic Indian brands to suit modern consumer demands, thereby sustaining their lasting legacy.

Velvette's acquisition allows RCPL to leverage Velvette's heritage and extensive consumer trust, expanding their reach in the dynamic FMCG market. Under the stewardship of COO Ketan Mody, RCPL aims to scale this legacy brand higher, integrating enhanced offerings for a wider consumer base. Velvette, with its pioneering packaging and affordable personal care solutions, was founded by visionary C K Rajkumar, inspired by his father's egalitarian vision. The collaboration upholds Reliance's mission to cater to evolving consumer needs.

(With inputs from agencies.)