Reliance Consumer Products, a subsidiary of Reliance Retail Ventures Limited (RRVL), announced the expansion of the brand that sells FMCG products ranging from staples to processed foods and other daily essentials to the densely-populated Punjab, Haryana, Delhi NCR, Uttar Pradesh, Uttarakhand, and Bihar.
Reliance Retail’s fast moving consumer goods arm had first launched the brand in December last year in Gujarat.
The company said it provides to Indian consumers locally developed, quality products at affordable prices.
There is a significant demand among a large segment of the Indian population for a trustworthy consumer goods brand that offers a wide array of top-notch products at reasonable prices, Reliance said.
Furthermore, RCPL is collaborating with trade partners, including manufacturers and kirana stores, in what they claim is to provide them with improved business opportunities.The company also plans to expand its distribution network through both online and offline channels in the comong months, reaching more consumers across the country. Reliance’s Chairman Mukesh Ambani at the company’s 45th annual general meeting in August last year had announced its entry into the FMCG market, directly competing with the likes of Unilever and ITC.
Reliance has bolstered efforts to grab a share of the FMCG marke in the world’s most populous country with strategic acquisitions of brands such as Lotus Chocolate and via partnerships, among other measures.
Reliance Consumer Products last month inked a partnership with General Mills to foray in the western snacks category. The partnership, which will allow Reliance to launch global corn chips brand Alan’s Bugles in India owned by General Mills, also pits it against brands like PepsiCo’s Lays, ITC’s Bingo, Balaji Wafers, and a very large unorganised snacks market.
Recent launches in Reliance’s FMCG portfolio include Campa, Sosyo and Raskik drinks, daily essentials under Independence, confectionery brand Toffeeman, Maliban biscuits and home and personal care brand Glimmer and Dozo.
The company’s playbook also includes pushing prices at entry-level packs to compete with established brands in these categories.
The intensified competition in the market is expected to result in lower valuations for existing players, which could potentially benefit consumers at the lower end of the market.
However, mainstream FMCG companies are also fortifying their business structures and expanding their product portfolios to prepare for the increased competition. Many larger players have acquired local brands or businesses and invested in direct-to-consumer (D2C) digital brands to enhance their existing offerings. Companies are also investing in their brands to establish an omni-channel presence, catering to a wider range of consumer preferences and shopping habits.
