After Sil Foods, Reliance Consumer expands FMCG play with Velvette acquisition

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Ketan Mody, COO of Reliance Consumer Products calls Velvette’s legacy of innovation and its role in making personal care products accessible to millions is remarkable
After Sil Foods, Reliance Consumer expands FMCG play with Velvette acquisition
Mukesh Ambani, Chairman, Reliance Industries Credits: Fortune India

Days after the FMCG arm of Reliance Industries, Reliance Consumer Products Ltd (RCPL) acquired Maharashtra-based Sil Food India Private Limited, the company has announced the acquisition of another FMCG brand Velvette, the Indian brand that pioneered the sachet revolution in the FMCG industry. The company has not revealed the total value of the acquisition.

This strategic acquisition, which entails acquiring the perpetual licence of Velvette, is a part of RIL's "futuristic" business plan and is expected to strengthen its presence in the personal care and FMCG space.

With this acquisition, says the company, Reliance Consumer aims to bring new life to Velvette’s storied brand, leveraging its scale, technological capabilities, and understanding of the Indian consumer.

“We welcome Velvette into the Reliance family,” said Ketan Mody, COO of Reliance Consumer Products Limited. “Velvette’s legacy of innovation and its role in making personal care products accessible to millions is remarkable. We are excited to build on this legacy.”

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Notably, Velvette’s founder Dr. C K Rajkumar, often referred to as the “Sachet King” who took the helm of the business in 1980, is credited with the idea that transformed the way personal care products reached Indian households.

Velvette’s innovation came in the form of PVC pillow pouches for shampoo in the year 1980, motivated by Dr. C K Rajkumar's father R Chinni Krishnan’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.

Sujatha Rajkumar & Arjun Rajkumar of Velvette say RCPL will help breathe new life into Velvette by expanding its reach and bringing authentic Velvette products to a broader, modern audience.

On January 22, 2025, RCPL announced the acquisition of Maharashtra-based Sil Food India Private Ltd, which is a key player in categories such as jams, sauces, mayonnaise, and canned goods. The company has plans to enhance SIL Foods’ product offerings through improved quality standards, wider distribution networks, and impactful marketing campaigns.

RIL, which recorded a 7% year-on-year surge in its October-December quarter profit at ₹18,540 crore, recently said its consumer brands' 9M FY25 revenue stood at ₹8,000 crore. It said the Campa brand of Reliance Consumers now had over 10% market share in the sparkling beverage category in "select states", and that Campa and Atta brand Independence were projected to cross ₹1,000 crore turnover each in FY25.

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