Expressnews
Chennai, February 2025: Reliance Consumer Products Limited (RCPL) has announced
the acquisition of Velvette, the iconic FMCG brand renowned for revolutionizing personal care
with its innovative sachet packaging. This strategic acquisition which entails acquiring the
perpetual licence of Velvette aligns with Reliance’s ongoing commitment to building a
futuristic business with a solid foundation, while also reviving and reintroducing India’s
cherished heritage brands to modern consumers.
The addition of Velvette products will complement RCPL’s existing portfolio, which is built on
a vision to empower everyday life with global-quality offerings inspired by India, meant for the
world at an honest price.
Empowering Heritage and Future Growth
RCPL’s vision for growth goes beyond just expansion—it is deeply rooted in its commitment
to restoring and nurturing iconic Indian brands that have stood the test of time by making it
more relevant to today’s consumer. With this acquisition, RCPL aims to bring new life to
Velvette’s storied brand and build on its rich heritage, leveraging its scale, technological
capabilities, and deep understanding of the Indian consumer.
“We are thrilled to welcome Velvette into the Reliance family,” said Ketan Mody, COO,
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.”
Reviving and Reinventing Indian Brands
Velvette’s legacy is deeply intertwined with its visionary founder, Dr. C K Rajkumar, often
referred to as the “Sachet King”. Dr. C K Rajkumar, who took the helm of the business in
1980, pioneered a groundbreaking idea that transformed the way personal care products
reached Indian households.
Velvette’s pioneering innovation came in the form of PVC pillow pouches for shampoo in the
year 1980, motivated by Dr. C K Rajkumar’s father Shri R ChinniKrishnan’s vision “whatever
a rich person enjoys the poor person should be able to afford too”. This innovation is a gamechanger that not only made personal care products affordable but also accessible to millions
of consumers. From its flagship shampoo, Velvette expanded its product range over the years
to include a wide variety of personal care and household items.
Speaking at the signing ceremony, Sujatha Rajkumar & Arjun Rajkumar said, “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.”
With this acquisition, Reliance Consumer Products aims to leverage Velvette’s rich heritage
of innovation and deep consumer trust. The acquisition also strengthens Reliance’s presence
in the personal care and FMCG space, as the company continues to look for opportunities to
serve the evolving needs of the Indian consumer.
