Velvette Returns: Reliance Revives Iconic Personal-Care Brand With Modern Twist

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Reliance Consumer Products has relaunched Velvette, the iconic personal-care brand known for sachet innovation. Acquired from Sujatha Biotech, Velvette will expand into shampoos, soaps, and herbal products. The move strengthens Reliance’s FMCG portfolio and revives a legacy brand for modern consumers through updated packaging, wider distribution, and affordable pricing.

Reliance Consumer Products Ltd (RCPL) has officially launched Velvette, a heritage personal-care brand known for pioneering sachet packaging in India. The announcement marks a strategic expansion of RCPL’s fast-moving consumer goods (FMCG) portfolio and signals a renewed commitment to affordable, high-quality products rooted in Indian innovation.

Brand Revival Highlights

- Velvette was acquired from Sujatha Biotech, granting RCPL perpetual rights to the brand and its legacy product lines

- Originally founded by Dr. C.K. Rajkumar in 1980, Velvette revolutionized the market with PVC pillow pouches for shampoo, making personal care accessible to millions

- The brand’s revival aligns with RCPL’s mission to rejuvenate Indian heritage brands and introduce them to contemporary consumers

- RCPL plans to expand Velvette beyond shampoos into body wash, soaps, talcum powder, and herbal hair products

- The relaunch will feature updated packaging formats, including sachets, bottles, and eco-friendly containers to cater to both rural and urban markets

Strategic Intent

- Ketan Mody, COO of RCPL, stated: “Velvette’s incredible legacy of innovation and its pivotal role in making personal care products accessible to millions is truly remarkable. We are excited to build on this legacy and take Velvette to new heights.”

- The brand will leverage Reliance’s vast distribution network to reach Tier 2 and Tier 3 towns, where sachet-based affordability remains key

- RCPL aims to position Velvette as a challenger to market leaders like Hindustan Unilever and Procter & Gamble, especially in the shampoo and hygiene segments

Market Context

- Rising rural demand and budget-conscious urban consumers are driving growth in India’s personal-care sector

- Velvette’s legacy of honest pricing and quality-first manufacturing resonates with current consumer expectations

- The brand’s relaunch comes at a time when FMCG players are re-evaluating packaging, pricing, and product diversity to meet evolving needs

Outlook

- RCPL’s acquisition of Velvette is expected to boost its FMCG footprint and deepen its presence in the personal-care category

- The move also reflects Reliance’s broader strategy to revive legacy Indian brands and scale them nationally through technology and retail integration

- Consumers can expect a blend of nostalgia and innovation as Velvette returns to shelves across India

Sources: Business Standard, Press Room India, The Federal

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