Reliance Consumer Products, known for its diverse range of launches spanning from biscuits to detergents, is shifting its focus to beverages, confectioneries, and its proprietary brand, Independence.
It ventured into the fast-moving consumer goods (FMCG) sector with its first acquisition in 2022, acquiring the defunct Campa Cola brand for approximately INR 22 crore. This sector remains its primary focus to this day.
As per an informed source, the company has focused on expanding the distribution reach of Campa Cola, which currently extends to half a million retail outlets across six states, including Andhra Pradesh, Telangana, West Bengal, and Uttar Pradesh, among others.
The source elaborated that although cola brands hold sway in certain states, the beverage brand led by Mukesh Ambani aims to secure the second position in specific states across South India.
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Independence, its line of packaged goods, has established a presence across six states, with distribution in over 100,000 outlets. The source notes that the brand’s strongest presence is in Gujarat.
Product Portfolio under Independence Brand
Within the Independence brand, Reliance offers a range of products including atta, edible oil, rice, sugar, glucose biscuits, and energy toffees.
Currently, both Campa Cola and Independence are the primary focus areas for the company.
The confectionery segment is another key focus for the company, evident in its acquisitions of Ravalgon and Lotus Chocolates, as well as its efforts to expand the presence of Joy Land, all prominent confectionery brands.
Continue Exploring: Reliance Consumer Products bolsters confectionery portfolio with acquisition of Ravalgaon’s assets for INR 27 Crore
Financial Performance
According to the source, the company’s revenue stood at approximately INR 3,000 crore in FY24.
During its January-March results, the company announced that its consumer brands are witnessing a significant surge, with general trade sales growing over three times year-on-year (Y-o-Y).
Strong momentum was observed in both the Campa and Independence brands, fueling growth in beverages and staples. The company’s upcoming area of focus is biscuits.
Strategic Partnerships and Future Plans
The company has already entered into a strategic partnership with Sri Lanka-headquartered Maliban Biscuit (Maliban).
Nevertheless, given its Sri Lankan origin, the source added that the company will initially concentrate on introducing products tailored to suit Indian taste preferences. Subsequently, it will shift its focus to other product offerings.
The most popular biscuits consumed in the country are Marie and Glucose, and the company is collaborating with Maliban to launch these two varieties.
Once it has solidified its distribution network in the segments it has earmarked for entry, the company will venture into other FMCG categories.
