Independence -Kan Kan Mein Bharat : Mukesh Ambani launches his FMCG brand
After disrupting the telecom services industry, billionaire Mukesh Ambani has launched his next foray. This time he looks at the massive fast-moving consumer goods (FMCG) market in what is now the world’s fourth-largest country. Ambani’s Reliance, with its array of fast food and packaged beverages (F&B), has entered the market today under its brand name, Independence. First, it chose the Gujarat market, where their products are currently available. After all, the Ambani family is from western India.
Under their brand name, Independence, the group has a large range of packaged goods lined up. From wheat flour, sugar, and dal to branded rice, biscuits, oil, and drinking water, nearly all key Food & Beverages categories are represented. The packaged Food & Beverages brand is headed by Reliance Consumer Products Ltd., which is owned by Ambani’s consumer business Reliance Retail Ventures (RRVL). The main private label brands available at RRVL are Good Life Pulses, Flour, Rice, and Oil. Snacks for noodles, biscuits, and namkeen Enzo for detergents; Puric/Get Real for soap, hand wash, hair oil, and shower gel. Scrubz, Expelz, and Mopz are for dishwashers, toilets, and surface cleaners.
Reliance’s entry into a broad category puts it in direct competition with some of the country’s leading consumer goods giants, such as Britannia, ITC, and the Tata Group. ITC is the biggest player in the packaged flour market, while Tata Consumer Products’ Sampann is betting on packaged kitchen products like pulses. Britain and Pearl dominate the domestic biscuit market.The standalone product line is now available on the Jio Mart app and at Reliance Retail stores. Distribution to FMCG retailers (Kirana stores) will be expanded in the coming months. The categories include biscuits, packaged water, edible oils, packaged atta (wheat flour), besan (warm flour), pulses, grains, and sugar.
Reliance will stay in the Gujarat market for now, but eventually plans to expand across India with its food and beverage portfolio. And RRVL’s parent company, Reliance Consumer Products, currently has an edge over other FMCG manufacturers, as it has a wide network of modern retail stores to begin with. In addition, Mukesh Ambani said that RRVL is further strengthening its supply chain capabilities to serve a large part of India in the “most efficient way.” This not only helps reduce waste but also returns profits to our customers. This means we can offer our products at competitive prices.
