Reliance Consumer Products Ltd (RCPL) on Friday announced the acquisition of the iconic sachet shampoo brand ‘Velvette,’ strengthening its FMCG portfolio and adding another heritage brand to its revival list.
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Addressing a press conference, RCPL’s COO Ketan Mody said the company has acquired a perpetual license to produce ‘Velvette’ products and aims to revive the brand and expand its reach nationwide. However, he declined to disclose financial details of the acquisition.
A wholly owned subsidiary of Reliance Retail Ventures, RCPL has been actively acquiring and reviving legacy Indian brands, including Campa Cola, confectionery brand Ravalgaon, Lotus Chocolate, and Sil Foods (sauces and jams brand).
Mody noted that RCPL already has a strong personal care portfolio, and the ‘Velvette’ acquisition will further complement its offerings. “Our immediate plan is to relaunch shampoo sachets and then extend the brand into a wider personal care range, including soaps, body care, and body wash under the Velvette name,” he said.
For the first nine months of FY25, RCPL recorded a revenue of ₹8,000 crore.
Velvette was launched in 1980 by CK Rajkumar, founder of Sujatha Biotech. Inspired by his father R ChinniKrishnan vision, Rajkumar pioneered the concept of packaging shampoo in PVC pillow pouches, earning him the title of “Sachet King.” His innovation transformed the FMCG industry, prompting Indian and global brands to introduce sachet-based personal care products, making them more accessible and affordable for millions.
In the early 1980s, Velvette had a marketing tie-up with Voltas. Later, Rajkumar partnered with the Godrej Group for marketing and distribution, turning Velvette from a regional brand into a nationally recognised name. He also developed other popular products, including Nivaran 90, a cough syrup sold in sachets, and Memory Plus, an herbal supplement for memory enhancement. He passed away in October 2020.
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Speaking at the press conference, his wife, Sujatha Rajkumar, and son, Arjun Rajkumar, said Velvette has not been in production since the Covid-19 pandemic. Velvette has a manufacturing facility in Kashipur, Uttarakhand.
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