Reliance Retail is preparing to shake up India’s consumer electronics market with a strategy that mirrors its successful revival of Campa Cola. The company will deploy aggressive pricing, higher dealer margins, and an extensive distribution push to strengthen its in-house brands Kelvinator and BPL, according to people familiar with the plan.
The Mukesh Ambani-led conglomerate plans to make Kelvinator and BPL products widely available across multi-brand electronic stores, regional retail chains, and major e-commerce platforms. Prices are expected to be 20–25% lower than comparable models from leading players like LG and Samsung, giving Reliance a clear cost advantage.
“Reliance’s approach is straightforward — offer the latest technology, strong after-sales service, and better margins for dealers,” said an industry executive. Margins are expected to be 8–15 percentage points higher than those offered by established brands, creating strong incentives for retailers to promote Reliance products.
The company is also extending its reach beyond India. Exports of Kelvinator and BPL appliances have already begun to Nepal and Bhutan, with expansion to Sri Lanka, the Middle East, and parts of Africa on the horizon. “Our electronic brands reflect our effort to democratize access to technology while expanding India’s manufacturing footprint globally,” a Reliance Retail spokesperson said.
Reliance acquired the Kelvinator brand from Electrolux for ₹160 crore earlier this year and holds the license for BPL, which it secured in 2020. Since then, it has significantly broadened both product lines — Kelvinator now offers a full range of refrigerators, washing machines, and air coolers, while BPL has expanded from televisions to home appliances such as air conditioners and small kitchen devices.
Industry observers note that Reliance’s earlier attempts to build electronics brands organically, including Reconnect and Wyzr, met limited success. With the Campa-style playbook and global ambitions, the company now aims to rewrite that narrative.
