Reliance Consumer Products (RCPL), the FMCG arm and a wholly-owned subsidiary of Reliance Retail Ventures (RRVL), announced the launch of a range of home and personal care products last week.
Glimmer beauty soap, Get Real natural soap, Puric hygiene soap (all priced at Rs '25 for 100 gm bars), Dozo dishwash bars (in refill packs priced Rs 1, Rs 10, Rs 30, and Rs 45 and a Rs 45 bottle), HomeGuard toilet and floor cleaners, and Enzo laundry detergent powder, liquid, and bars are among the new products.
An RCPL spokesperson said during the launch that the new range was created with "real Indians" in mind. The products will be sold in general trade outlets, including Kirana stores. According to a spokesperson, the USP would be "quality plus affordability."For instance, most mass-popular soap brands fall in Grade 2 category with total fatty matter (TFM) below 75%. We will offer Grade 1 (TFM of 75%) at competitive prices.”
The company intends to aggressively scale up these launches across India via omni-channel distribution. Through its new commerce initiative, RRVL has partnered with over 2 million merchants and operates an integrated omni-channel network of 17,225 stores and digital commerce platforms across grocery, consumer electronics, fashion & lifestyle, and pharma consumption baskets.
RCPL's FMCG portfolio includes brands from Sosyo Hajoori, Lotus Chocolates' confectionary range, Maliban, Sri Lanka's leading biscuit brand, and daily essentials under its own brands such as Independence (which includes edible oils, pulses, grains, packaged foods, and other daily need products; piloted in Gujarat last year and is now being scaled up) and Good Life (pulses and Basmati rice), among others.
For the fiscal year ended March 31, 2022, the company reported a consolidated turnover of Rs 199,704 crore ($26.3 billion) and a net profit of Rs 7,055 crore ($931 million).
According to industry experts, Reliance Consumer Products Ltd's aggressive efforts to expand distribution in a short period of time, a feat that typically takes years, as it enters the household goods market, will spark a pricing war.
Independence, a packaged consumer products brand launched by Reliance Industries Ltd in December, has also invested in and partnered with companies to gain access to categories such as beverages, biscuits, and chocolates.