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Reliance Retail Acquires Kelvinator Brand Rights, Eyes Consumer Durables Dominance

Updated: July 18, 2025 10:45

Image Source: biztechindia
Reliance Retail, the retail arm of Reliance Industries Ltd, has acquired the brand licensing rights for Kelvinator, marking a strategic push into the consumer durables segment. The move is part of Reliance’s broader plan to consolidate its FMCG and electronics portfolio under a new entity, New Reliance Consumer Products Ltd (New RCPL), ahead of a potential retail IPO.
 
Key Highlights:
  • Reliance Retail will manufacture and market Kelvinator products including refrigerators, washing machines, air conditioners, and microwave ovens.
  • The brand rights were acquired through a long-term licensing agreement with Electrolux, Kelvinator’s global owner.
  • Kelvinator products will be distributed via Reliance’s offline stores, JioMart, and other e-commerce platforms.
Strategic Context:
  • The acquisition complements Reliance’s earlier deals for BPL, Campa Cola, Lotus Chocolate, and Sosyo Hajoori Beverages.
  • New RCPL will house all consumer brands, enabling focused investment, marketing, and product development.
  • The restructuring aims to attract dedicated FMCG investors and streamline operations for IPO readiness.
Market Outlook:
  • Kelvinator’s revival targets the mass-to-premium segment, leveraging nostalgia and aggressive pricing.
  • Reliance plans to launch festive campaigns and expand manufacturing through third-party vendors under the Make in India initiative.
  • Analysts expect the move to boost Reliance’s private label segment and challenge incumbents like Whirlpool, Haier, and LG.
Sources: Business Today, Outlook Business, Swarajya, The Hindu BusinessLine, Indian Retailer, MSN Money (July 2025)

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