Reliance revives Tamil Nadu-based personal care brand Velvette, targets five ₹1,000-crore FMCG brands by 2027

Reliance Consumer Products Limited (RCPL) has relaunched Velvette, the iconic haircare brand from the 1980s, in a new and contemporary avatar, in collaboration with the founding CK Rajkumar family. This marks its renewed push into India’s personal care market.

 

The new Velvette range will include soaps, shampoos, conditioners, body wash, and talcum powders, and will be rolled out first in Tamil Nadu before expanding to Andhra Pradesh and Telangana by December. A nationwide launch is planned for next year.

 

“We felt Velvette was a good place to start building a personal care brand. We’ve taken the traditional formulation and built on it. It will be available on top outlets of Tamil Nadu in the next 4 weeks," T. Krishnakumar, Director, RCPL told CNBC-TV18..

 

The revival of Velvette comes as RCPL accelerates its plans to become a full-scale FMCG player. The company, part of Reliance Retail Ventures, is expanding its portfolio across personal care, homecare, beverages, and packaged foods, and aims to build at least five brands with annual revenues of ₹1,000 crore each by the end of 2027.

 

“By this time next year, every category will be available nationally,” Krishnakumar said.

 

RCPL’s existing portfolio includes staples, snacks, biscuits, and homecare products, with new categories such as ready-to-cook, ready-to-eat, and general merchandise in the pipeline. Within general merchandise, the company plans to focus on cleaning aids, a segment with few organised players.

 

In beverages, RCPL is introducing Campa Sure, a packaged water brand priced at ₹15 for a one-litre bottle. Positioned under the Campa umbrella for instant brand recognition, Krishnakumar said Campa Sure aims to deliver affordable drinking water while reducing logistics costs through collaborations with local manufacturers. 

 

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The first bottles will hit the market in North India within three days. Starting with UP, followed by markets like NCR, Jammu Kashmir, etc, a pan-India rollout is expected over the next six months.

 

Krishnakumar said affordability remains central to RCPL’s strategy. “If you want to build distribution, the mass of India lies in the realm of affordability. Our products are excellent—the same quality or better than those serving premium consumers today,” he said, adding that RCPL’s approach to premiumisation is about “offering more value, not charging a higher price.”

 

RCPL’s distribution focus remains firmly on general trade, which Krishnakumar described as the company’s “anchor.” He added that RCPL will also expand through institutional channels like railway and canteen stores while building an omnichannel presence.

 

With Velvette marking its re-entry into personal care and Campa Sure strengthening its beverage play, RCPL is positioning itself to scale rapidly across India’s mass FMCG market—with an eye on building multiple ₹1,000-crore brands within the next two years.