Reliance’s FMCG arm, RCPL, teams up with Sri Lanka’s Elephant House, owned by Ceylon Cold Stores PLC, to launch a variety of beverages in India, broadening its FMCG product lineup.
Reliance’s FMCG division has partnered with a major Sri Lankan beverage company to bring the Elephant House brand to India. This initiative supports the conglomerate’s aim to expand its beverage range in a market largely led by Coca-Cola and Pepsi.
Reliance Consumer Products Limited (RCPL), a subsidiary of Reliance Retail Ventures Limited, has entered into an agreement with Sri Lanka’s Elephant House. The partnership involves manufacturing, marketing, distributing, and retailing beverages under the Elephant House brand in India, according to a company statement.
What benefits does Reliance derive from the Elephant House deal?
“Reliance stated that this partnership will not only strengthen RCPL’s expanding beverage lineup, which includes renowned brands like Campa, Sosyo, and Raskik, but also introduce innovative new products and value offerings to Indian consumers.”
Elephant House, owned by Ceylon Cold Stores PLC, is Sri Lanka’s largest publicly traded conglomerate. It is recognized for its diverse range of beverages such as Necto, Cream Soda, EGB (Ginger Beer), Orange Barley, and Lemonade, all under the Elephant House brand.
Reliance’s expansion in the FMCG sector
Over the past year, Reliance has been expanding its FMCG business, emphasizing private labels and acquiring popular regional brands. Reliance Consumer Products introduced Campa, a renowned beverage brand, as part of its strategy to enhance its diverse FMCG lineup, which includes heritage brands like Sosyo Hajoori, Lotus Chocolates’ confectionary range, Sri Lanka’s top biscuit brand Maliban, and everyday essentials under brands like Independence and Good Life.
Ketan Mody, COO of Reliance Consumer Products Limited, commented, “This partnership with Elephant House will not only complement our growing FMCG portfolio with their beloved beverages but also provide Indian consumers with a wide range of quality products and value propositions.”
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