In a strategic move to expand its footprint in the personal care sector, Reliance Consumer Products Limited (RCPL) has acquired the iconic brand Velvette from Sujatha Biotech. This acquisition aligns with RCPL’s vision to rejuvenate legacy Indian brands and introduce them to contemporary consumers.

Velvette’s journey began in 1980 under the visionary leadership of Dr. C.K. Rajkumar, affectionately known as the “Sachet King.” Motivated by his father R. ChinniKrishnan’s belief that luxury should be accessible to all, Rajkumar pioneered the introduction of affordable PVC pillow pouches for shampoo. This innovation democratized personal care products, making them attainable for millions across India.

The acquisition of Velvette signifies RCPL’s deliberate entry into the personal care market, diversifying its portfolio beyond food and beverages. Ketan Mody, Chief Operating Officer of RCPL, expressed enthusiasm about the acquisition, stating, “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, enhance its offerings, and take Velvette to new heights.”

Velvette, once a household name in Tamil Nadu during the 1980s and 1990s, expanded its product line from its flagship shampoo to a diverse range of personal care and household items. However, production ceased during the COVID-19 pandemic. With RCPL’s acquisition, there is a renewed commitment to revitalizing Velvette’s product offerings and extending its reach to a broader, modern audience.

This move positions RCPL in direct competition with industry giants such as Hindustan Unilever, which holds a significant share of India’s shampoo market, followed by Procter & Gamble and Dabur. By leveraging Velvette’s brand equity and RCPL’s extensive distribution network, the company aims to capture a substantial share of the personal care market.

Reflecting on the acquisition, Sujatha Rajkumar and Arjun Rajkumar, family members of the late Dr. C.K. Rajkumar, stated, “We are thrilled to join forces with Reliance Consumer Products and embark on this new chapter for Velvette. RCPL will help breathe new life into Velvette by expanding its reach and bringing the authentic Velvette products to a broader, modern audience.”

Key Highlights:

• The acquisition of Velvette by RCPL not only signifies a strategic expansion into the personal care sector but also honors the legacy of innovation and accessibility championed by the brand’s founder. As RCPL integrates Velvette into its portfolio, consumers can anticipate the resurgence of beloved products and the introduction of new offerings that align with modern needs.
• Reliance Consumer Products Limited (RCPL) has acquired the personal care brand Velvette from Sujatha Biotech.
• Velvette, founded by Dr. C.K. Rajkumar, known as the “Sachet King,” revolutionized personal care in India by introducing affordable shampoo sachets in 1980.
• The acquisition marks RCPL’s strategic entry into the personal care market, positioning it against major industry players like Hindustan Unilever.
• RCPL aims to revitalize Velvette’s product line and expand its reach to a modern consumer base.