Reliance Consumer Products Ltd (RCPL) has announced the acquisition and revival of Chennaiās home-grown personal care brand, Velvette. While the financial details of the transaction remain undisclosed, RCPL has acquired a perpetual license for the brand, allowing them to modernize and expand its offerings while keeping its legacy intact.Ketan Mody, COO of Reliance Consumer Products, emphasized that this move aligns with Relianceās broader strategy of reviving Indiaās cherished heritage brands and reintroducing them to modern consumers.
Speaking to the media, he stated, “This is our foray into the personal care segment. Our intent is to revive Velvette from where it was and introduce an entire range of personal care products, including soaps, body care, and body washes.
“Velvette has a rich legacy dating back to the 1980s, when its founder CK Rajkumar, known as the āsachet kingā, revolutionized the personal care market in India. Inspired by his father, R Chinnikrishnan, Rajkumar expanded the brandās product line beyond its flagship Velvette shampoo, making quality personal care and household products affordable for Indian consumers.