Reliance Industries announced the launch of a range of home and
personal care products, including bathing and washing soaps, toilet and floor
cleaners and laundry detergents.
While the company did
not disclose the price points at which the products are being launched, sources indicated that they are at
significant discounts on the existing products. For instance, a 100 gm
bathing soap bar will be available at a 30 per cent discount to a comparable
product in the market.
This is a pan-India launch that its subsidiary Reliance Consumer Products is
undertaking through omni channels of distribution across the country over the
coming months.
“Our ambition is to help every Indian household get
access to quality products at reasonable price points. This range of home and personal care products
boasts high efficacy with superior formulation. These have been developed
keeping “Real India” consumer problems at their core,” the company said in a
statement. It added that the portfolio expansion reaffirmed and supported the
company’s aim to provide Indian consumers with high-quality FMCG products at
affordable prices.
RIL’s entry into the
over $110 billion FMCG segment - dominated by well-entrenched global players
such as Hindustan Unilever, Nestle, Procter & Gamble - is being keenly
watched by everyone. The company has a
reputation for disrupting sectors in which it forays mostly by steep
discounting in the initial stages.
Building up FMCG
brands is a time-consuming process and it takes a long time to create brand
recall and shift customer loyalty. The Mukesh Ambani-owned company has resorted
to the strategy of ‘buying’ over ‘building’ to scale up the business and
acquire brands and products that already have a presence in the market.