Reliance Consumer Products LSimited Acquires Velvette

(mohsina bano)

• Strengthens its FMCG Portfolio
• Committed to Revitalizing and Growing Iconic Indian Heritage Brands

Chennai, 14th February 2025: Reliance Consumer Products Limited (RCPL) has announced the acquisition of Velvette, the iconic FMCG brand renowned for revolutionizing personal care with its innovative sachet packaging. This strategic acquisition which entails acquiring the perpetual licence of Velvette aligns with Reliance’s ongoing commitment to building a futuristic business with a solid foundation, while also reviving and reintroducing India's cherished heritage brands to modern consumers.

The addition of Velvette products will complement RCPL's existing portfolio, which is built on a vision to empower everyday life with global-quality offerings inspired by India, meant for the world at an honest price.

Empowering Heritage and Future Growth

RCPL’s vision for growth goes beyond just expansion—it is deeply rooted in its commitment to restoring and nurturing iconic Indian brands that have stood the test of time by making it more relevant to today’s consumer. With this acquisition, RCPL aims to bring new life to Velvette’s storied brand and build on its rich heritage, leveraging its scale, technological capabilities, and deep understanding of the Indian consumer.

“We are thrilled to welcome Velvette into the Reliance family,” said Ketan Mody, COO, Reliance Consumer Products Limited. “Velvette’s incredible legacy of innovation and its pivotal role in making personal care products accessible to millions is truly remarkable. We are excited to build on this legacy, enhance its offerings, and take Velvette to new heights, making it an even more integral part of consumers’ lives.”

Reviving and Reinventing Indian Brands

Velvette’s legacy is deeply intertwined with its visionary founder, Dr. C K Rajkumar, often referred to as the “Sachet King”. Dr. C K Rajkumar, who took the helm of the business in 1980, pioneered a groundbreaking idea that transformed the way personal care products reached Indian households.

Velvette’s pioneering innovation came in the form of PVC pillow pouches for shampoo in the year 1980, motivated by Dr. C K Rajkumar's father Shri R ChinniKrishnan’s vision “whatever a rich person enjoys the poor person should be able to afford too”. This innovation is a game-changer that not only made personal care products affordable but also accessible to millions of consumers. From its flagship shampoo, Velvette expanded its product range over the years to include a wide variety of personal care and household items.

Speaking at the signing ceremony, Sujatha Rajkumar & Arjun Rajkumar said, “We are thrilled to join forces with Reliance Consumer Products and embark on this new chapter for Velvette. RCPL will help breathe new life into Velvette by expanding its reach and bringing the authentic Velvette products to a broader, modern audience.”

With this acquisition, Reliance Consumer Products aims to leverage Velvette’s rich heritage of innovation and deep consumer trust. The acquisition also strengthens Reliance’s presence in the personal care and FMCG space, as the company continues to look for opportunities to serve the evolving needs of the Indian consumer.

About Velvette:

Founded by Dr. C K Rajkumar, Velvette is an iconic Indian brand that pioneered the sachet revolution in the FMCG industry. Known for its innovative approach, Velvette made personal care products affordable and accessible to millions of consumers. Today, it continues to be a symbol of resilience, innovation, and the power of a simple idea that reshaped the industry. Arjun Rajkumar's current house of brands, CNE, handles the marketing and distribution of Nivaran 90, Memory Plus, and Memory Vita.

About Reliance Consumer Products Limited (RCPL):

Reliance Consumer Products Limited is a truly Indian consumer goods business on a mission to empowering everyday life of Indian consumers. With a strong commitment to innovation and consumer satisfaction, RCPL blends global standards with local insights to create products that resonate with consumers while being accessible to every Indian at honest prices and within an arm’s length of desire. Backed by the robust infrastructure and trust of Reliance Industries Ltd, the company aims to offer solutions that cater to the evolving needs of consumers, fostering long-term relationships with communities and contributing to the nation’s growth. RCPL is on a journey of shaping the future of the Indian consumer goods industry by meeting the diverse needs of households and communities, offering solutions that are world-class, trusted, value driven and reflect the evolving lifestyle of today’s India.