Reliance Consumer Products Ltd is on an expansion spree. Keeping up with the trajectory, Mukesh Ambani-led Reliance has now entered the FMCG personal and home care sector. Industry experts are anticipating a price war as a result of the company’s aggressive efforts to swiftly boost distribution for a task that normally requires years while entering the household goods market. The company already sells its goods 30 to 35 per cent cheaper than its competitors, and it will keep doing so in the personal and home care market.
Prior to this, Reliance Industries Ltd spurred a price war in the soft drink segment with the relaunch of the seventies and eighties’ favourite, Campa Cola. The division of RIL, which introduced its packaged consumer goods brand, Independence, in December, also invested in and collaborated with businesses to gain access to categories like biscuits and chocolates.
According to the experts, “the jury is still out” and RIL’s competitive offering is likely to persuade more consumers to sample its products and compare their performance, quality, and perception to those of the established brands.
The announcement of the company’s plans to expand its portfolio of consumer goods and include home and personal care products in it was made last week. In addition to the nearly 3,000 modern trade stores that Reliance Retail currently operates, the move will bring brands like Glimmer beauty soaps, Get Real natural soaps, Puric hygiene soaps, Dozo dish wash bars and liquids, HomeGuard toilet and floor cleaners, as well as Enzo laundry detergent powder, liquid, and bars to mom-and-pop shops in smaller pack sizes.
The FMCG arm and the wholly-owned subsidiary of Reliance Retail Ventures Limited (RRVL), RCPL’s products are available only in a few markets. However, the company is working to establish a dealer network across India and expand the reach of its offerings through modern and traditional trade channels.
