Key Points
After stirring a price war in the soft drink segment with the relaunch of Campa, billionaire Mukesh Ambani-led Reliance has entered the personal and home care segment of FMCG, offering products at 30 to 35 per cent lesser price...
Experts say "the jury is out" and a competitive offering from Reliance would attract the customers to try its products and evaluate performance, quality and perception in comparison to the same from the established brands...
Products of RCPL, the FMCG arm and wholly-owned subsidiary of Reliance Retail Ventures Limited (RRVL), are available only in selected markets but the company is building a dealer network on a pan-India basis, and the availability of its products will be scaled up across modern and general trade channels...
RCPL has priced its Glimmer beauty soaps, Get Real natural soaps, and Puric hygiene soaps at 25, which is much lower than the products of leading brands such as Lux ( 35 for 100 gm), Dettol ( 40 for 75 gm) and Santoor ( 34 for 100 gm) etc, while prices of its Enzo 2 litre front load and top load liquid detergent is 250 (on Jio Mart) in comparison to a 2-litre pack of Surf Excel Matic priced at 325...
While the jury is out on this one, the FMCG industry will surely transform further, and this will work out better for the consumer," said Roy.. Deloitte India Consulting Partner Rajat Wahi said with better technology, ingredients and other support available, including many third-party manufacturers who have scaled up in the last 5 years, it has become easier for new and existing players to develop and launch brands today, and this is reflected by the many new D2C/consumer brands launched every day across packaged food, beauty, health, wellness, etc...
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Reliance Retail to transfer most of its FMCG brands to RCPL to scale up the business
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Reliance Consumer expands portfolio in home, personal care segments
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