**Reliance Consumer Products Acquires Velvette Personal Care Brand**
New Delhi: Reliance Consumer Products Ltd (RCPL) announced on Friday that it has acquired the Indian business of the personal care brand Velvette, established by C.K. Rajkumar, known as the “sachet king” of India. This acquisition is part of the Mukesh Ambani-led group’s strategy to expand its consumer goods portfolio. The deal includes the perpetual brand license and rights for Velvette in the Indian market, although financial details were not disclosed.
RCPL aims to enhance Velvette’s presence across India, building on its limited market footprint, and plans to introduce new mass-market personal care categories. This move aligns with RCPL’s objective to revitalize previously dominant Indian brands in various sectors, including beverages, pickles, and packaged foods. The company has already made significant strides in India’s competitive market with brands like Campa Cola.
In the 1980s and 1990s, Velvette shampoo became a household name in Tamil Nadu, largely due to Rajkumar’s innovative introduction of affordable sachets, which made the product accessible to a broader audience, particularly in rural areas. Rajkumar hailed from a trading family in Cuddalore, Tamil Nadu, and Velvette expanded its offerings over the years to include a variety of personal care and household products. His brother, C.K. Ranganathan, founded the Tamil Nadu-based consumer products company CavinKare. Rajkumar passed away in 2020, and his son, Arjun Rajkumar, currently manages Chinni Nambi Enterprises LLP, which markets other brands like Nivaran 90 and Memory Plus.
In a joint statement, Sujatha Rajkumar and Arjun Rajkumar expressed optimism about the acquisition, stating, “RCPL will help breathe new life into Velvette by expanding its reach and bringing the authentic Velvette products to a broader, modern audience.”
This acquisition follows RCPL’s recent buyout of the condiment and pickle brand Sil, part of the VKL Food Solutions Enterprise group, which includes Food Service India Private Limited and Nutriti Foods. RCPL’s acquisition of the beverage brand Campa in 2022 has already made a significant impact in the market, and in 2023, the company acquired a controlling stake in Lotus Chocolate Company for ₹74 crore. Other brands under RCPL include Sosyo Hajoori, Maliban biscuits, and various candies.
RCPL continues to seek opportunities to meet the evolving needs of Indian consumers. “We are thrilled to welcome Velvette into the Reliance family,” said Ketan Mody, chief operating officer at RCPL. “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.”
