Reliance acquires consumer goods brand Velvette for undisclosed sum

The Velvette brand had pioneered the sale of shampoos in sachets, which made it more affordable and expanded its reach

• India Weekly
• 14 February, 2025

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By: India Weekly

RELIANCE GROUP, promoted by Mukesh Ambani, has acquired fast-moving consumer goods firm Velvette from Chennai-based Sujatha Biotech for an undisclosed sum, a top official said

Reliance Consumer Products, a unit of Reliance Retail, has signed the acquisition agreement and aims to revive the Velvette brand of shampoos and introduce various products in the personal care portfolio “very soon,” company COO Ketan Mody said in Chennai on Friday (14).

“One of the thought processes of Reliance Consumer Products Ltd has been to acquire Indian heritage brands. We acquired Campa and then Ravalgaon Sugar (promoters of Paan Pasand and Coffee Break). We are happy to acquire Velvette. Our intent is to revive the brand (Velvette),” he told reporters.

This strategic deal grants Reliance Consumer Products Ltd a perpetual licence for Velvette.

To begin with, Reliance Consumer will introduce a range of shampoos under the ‘Velvette’ brand in Tamil Nadu and expand into other markets later.

In response to a query, Ketan said the company would initially roll out shampoos and later expand into soaps and body washes under the ‘Velvette’ brand.

“Our plan is to offer global-quality products at an affordable price range under the Velvette brand,” he said.

The Velvette brand was introduced in the 1980s by iconic Tamil Nadu-based industrialist, the late C K Rajkumar, also known as the ‘Sachet King’ for pioneering the sale of shampoos in sachets and PVC pillow pouches.

According to Reliance Consumer Products Ltd, Rajkumar’s innovation was a ‘game-changer’ in the industry, making personal care products not only affordable but also accessible to millions of consumers.

Velvette, as a brand is currently promoted by the late Rajkumar’s wife, Sujatha Rajkumar and his son, Arjun Rajkumar.

After signing the agreement, Arjun said, “We are happy to join hands 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 authentic Velvette products to a broader, modern audience.”

Rajkumar’s brother, C K Ranganathan, founded Tamil Nadu-based consumer products company CavinKare. (Agencies)