Reliance Consumer Products acquires Velvette, strengthens FMCG portfolio

Reliance Consumer Products (RCPL) on Friday announced the acquisition of Velvette -- the iconic FMCG brand known for pioneering  sachet packaging. 

 

RCPL did not disclose the financial details of the deal struck with Velvette’s parent brand, Sujatha Biotech.

 

The Chennai-based brand was founded by late CK Rajkumar, who was also referred to as the ‘sachet king’ of India.

 

The other brands of Sujatha include Nivaran 90 cough syrup, and memory-enhancer tablet Memory Plus. From its flagship shampoo, Velvette expanded its product range over the years to include a wide variety of personal care and household items.

 

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, a company statement said in a statement.

 

 

“We are thrilled to welcome Velvette into the Reliance family,” said Ketan Mody, chief operating officer, 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,” Mody said.

 

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 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," said Arjun Rajkumar, a promoter of Sujatha Biotech now.

 

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.

 

C K Rajkumar, who took the helm of the business in 1980, pioneered a ground breaking 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 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.