Reliance consumer expands FMCG portfolio; sets up direct competition with HUL & Reckitt

Reliance Consumer Products, the FMCG arm and wholly-owned subsidiary of Reliance Retail Ventures Limited (RRVL) announced the expansion of its packaged goods portfolio including soaps, hygiene, laundry and home care products on Wednesday, setting up direct competition with established players such as Hindustan Unilever (HUL), Reckitt Benckiser and Procter & Gamble (P&G).
The new launches include Glimmer beauty soaps, Get Real and Puric natural and hygiene soaps, Dozo dishwash bars and liquids, HomeGuard toilet and floor cleaners and Enzo laundry detergent powder, liquid and bars.

While HUL leads the soaps and laundry detergent market with its brands like Lux, Lifebuoy and Surf Excel, Reckitt Benckiser is category leader in floor and toilet cleaners with Lizol and Harpic. Procter & Gamble too is a large player in laundry detergents with its Ariel brand.

A Reliance Consumer spokesperson said in a statement: “Our ambition is to help every Indian household get access to products at reasonable price points.”

The company said the products will be available across channels including kirana stores, and that it plans to scale up the new products through omni-channel distribution across India in the coming months.

Reliance Consumer’s existing portfolio includes the acquired Campa cola and Sosyo Hajoori soft drinks Lotus chocolates, Maliban biscuits, in addition to its own Independence and Good Life brands.

Reliance Retail Ventures reported a consolidated turnover of Rs 1,99,704 crore and net profit of Rs 7,055 crore for the year ended March 31, 2022.