Chennai: Reliance Consumer Products Limited (RCPL) has announced its acquisition of Velvette, an FMCG brand known for revolutionizing personal care with its innovative sachet packaging. This strategic acquisition, which involves acquiring the perpetual license of Velvette, aligns with RCPL’s ongoing commitment to building a forward-thinking business foundation while reviving and reintroducing India’s iconic heritage brands to modern consumers.
The addition of Velvette to RCPL’s portfolio will complement its existing offerings, which are grounded in the vision to empower everyday life with global-quality products inspired by India, designed for the world, and made available at an honest price. The company’s vision for growth goes beyond mere expansion – it is deeply rooted in the goal of restoring and nurturing iconic Indian brands, making them relevant to today’s consumer needs.
“We are thrilled to welcome Velvette into the Reliance family,” said Ketan Mody, COO of 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.”
Velvette’s legacy is inextricably linked to its visionary founder, Dr. C K Rajkumar, often referred to as the “Sachet King.” Dr. Rajkumar, who took the helm in 1980, pioneered the groundbreaking concept of PVC pillow pouches for shampoo. This innovation, inspired by the vision of his father, R ChinniKrishnan, who believed “whatever a rich man is able to afford, too should be available to the common man,” transformed the personal care industry by making these products affordable and accessible to millions of Indian households.
From its flagship shampoo, Velvette has since expanded its product range to include a variety of personal care and household items. The acquisition by RCPL aims to leverage the brand’s rich heritage, technological capabilities, and deep understanding of Indian consumers to reinvigorate Velvette’s presence and relevance in the market.
Speaking at the signing ceremony, Sujatha Rajkumar and Arjun Rajkumar, heirs to the Velvette legacy, shared their excitement: “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.”
