Reliance Consumer Products acquires shampoo brand Velvette

Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, has acquired Velvette, a Chennai-based personal care brand, from CNE. This acquisition adds to RCPL's growing portfolio of "heritage" Indian brands, following the acquisition of Campa in 2022 and SIL Foods.
Velvette, known for its shampoo sachets in the 1980s, was launched by CK Rajkumar, a pioneer of the sachet revolution in India. Production of Velvette halted during the COVID-19 pandemic, and Rajkumar passed away in 2020. CNE, now managed by Rajkumar's son Arjun, also handles other legacy brands like Nivaran 90.
Arjun explained that the family considered the future of Velvette before deciding to sell, and felt that Reliance had the vision to revitalize and expand the brand. RCPL COO Ketan Mody emphasized the company's strategy of reviving heritage brands, stating that Velvette represents an important entry into the personal care market. He acknowledged the brand's past recognition and expressed confidence in restoring its prominence.
RCPL plans to expand the Velvette brand beyond shampoos into a full range of personal care products, starting with sachets and shampoos. The company intends to retain the core branding while modernizing it for today's consumers. While RCPL is actively seeking further acquisitions of heritage brands, they remain discreet about specific target segments.