Reliance Consumer Products acquires Velvette to revive the heritage brand 

Reliance Consumer Products Ltd. (RCPL) has announced the acquisition of Velvette, the FMCG brand known for revolutionising personal care with its innovative sachet packaging for an unspecified amount. 

This acquisition entails acquiring the perpetual licence of Velvette which aligns with Reliance’s ongoing strategy to building a futuristic business with a solid foundation. 

The objective is also to revive and reintroduce India’s 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,” the company said. 

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

Velvette’s legacy & success is attributed to Dr. C K Rajkumar, often referred to as the “Sachet King”. He took the helm of the business in 1980, pioneered a groundbreaking idea that transformed the way personal care products reached Indian households. 

Its innovation came in the form of PVC pillow pouches for shampoo in the year 1980, motivated by Dr Rajkumar’s father 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,” Reliance Consumer Products said. 

Sujatha Rajkumar & Arjun Rajkumar said, “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 company said. 

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, it added.