Institute of Marketing Communications India®

Reliance Consumer expands FMCG play by launching a home and personal care product range for 'Real India'

Reliance Consumer Products (RCPL), the FMCG (fast-moving consumer goods) arm of Reliance Retail Ventures, is expanding its packaged consumer goods portfolio to mom-and-pop neighbourhood stores by launching home and personal care products. It aims to provide high-quality FMCG products to Indian consumers at affordable prices while addressing "Real India's consumer problems". The portfolio includes Glimmer beauty soaps, Get Real natural soaps, Puric hygiene soaps, Dozo dish wash bars and liquids, HomeGuard toilet and floor cleaners, and the Enzo laundry detergent range. These launches put Reliance Industries' retail business in direct competition with Hindustan Unilever, Godrej Consumer Products, Reckitt Benckiser India, and ITC in India's home and laundry care market, which is valued at $8.57 billion in 2023, according to Statista. RCPL plans to aggressively scale up these launches through omnichannel distribution across India in the months ahead. The company's versatile FMCG portfolio already includes heritage brands from Sosyo Hajoori, a confectionery range from Lotus Chocolate, Sri Lanka's leading biscuit brand Maliban, and daily essentials under its brands, including Independence and Good Life. The company will offer more stock-keeping unit choices in the general trade, including various variants of soaps such as rose, jasmine, lavender, floral burst, sandalwood, neem, mixed herbs, active power, and turmeric aloe. 


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