Reliance‘s FMCG division has partnered with a prominent Sri Lankan beverage company to bring the Elephant House brand to India. This strategic move is in line with the conglomerate’s aim to strengthen its beverage portfolio in a market largely controlled by Coca-Cola and Pepsi.
In a statement, Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Retail Ventures Limited, announced its collaboration with Sri Lanka’s Elephant House to produce, promote, distribute, and sell beverages under the Elephant House label in India.
“This association will not only help RCPL bolster its growing beverage portfolio that boasts iconic brands such as Campa, Sosyo and Raskik but will also bring exceptional new products and value propositions to Indian consumers,” Reliance said.
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Ceylon Cold Stores PLC, the parent company of Elephant House, stands as Sri Lanka’s foremost listed conglomerate. Renowned for its diverse array of beverages such as Necto, Cream Soda, EGB (Ginger Beer), Orange Barley, and Lemonade, Elephant House has firmly established itself as a leading brand within the Sri Lankan market.
Since the past year, Reliance has been expanding its FMCG operations, simultaneously emphasizing the development of its own private labels and the acquisition of both popular and regional brands.
Last year, Reliance Consumer Products unveiled the revival of the iconic beverage brand, Campa, marking yet another milestone in the Mukesh Ambani-owned company’s efforts to bolster its wide-ranging FMCG portfolio. This assortment includes heritage brands like Sosyo Hajoori, confectionary products from Lotus Chocolates, Sri Lanka’s prominent biscuit brand Maliban, alongside its own branded daily essentials such as Independence and Good Life, among others.
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“This (Reliance-Elephant House) partnership will not only add its much-loved beverages to our growing FMCG portfolio but will also offer our Indian consumers great choice and value proposition through quality products,” said Ketan Mody, COO, Reliance Consumer Products Limited.
Krishan Balendra, Chairperson of the John Keells Group, said, “We are proud to announce the expansion of the Elephant House brand to the Indian market. Our partnership with Reliance Consumer Products Limited marks a significant milestone in the journey of our heritage brand and represents our commitment to delivering our high-quality beverages to new consumer segments. We look forward to the opportunity this partnership brings, to provide refreshing and innovative beverage options to meet the diverse preferences of Indian consumers.”
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