Reliance Consumer Products Ltd (RCPL), the FMCG arm of Reliance Industries, on Thursday announced the relaunch of the iconic sachet personal care brand Velvette in a new and contemporary avatar.
The refreshed Velvette portfolio features a range of premium soaps, shampoos, conditioners, shower gels, body lotions, and talcum powders. The relaunch comes in collaboration with the CK Rajkumar family, which had signed an MoU with RCPL in February to revive the heritage shampoo brand.
“This is also a reflection of the remarkable contributions of the CK Rajkumar family in developing and nurturing the brand over the years,” said T Krishnakumar, Director, Reliance Consumer Products.
Originally launched in 1980 by CK Rajkumar, founder of Sujatha Biotech, Velvette became a household name for pioneering shampoo sachets in India. Inspired by his father R ChinniKrishnan’s vision, Rajkumar introduced shampoo in PVC pillow pouches — an innovation that earned him the title of “Sachet King” and transformed the FMCG landscape by making personal care products more affordable and accessible.
Reliance Consumer plans to roll out the new Velvette range starting from Tamil Nadu to other southern states in December, followed by a pan-India launch over the next year. The products will be manufactured in Coimbatore and at Velvette’s existing facility in Kashipur, Uttarakhand.
Formed a couple of years ago, RCPL reported revenue of ₹11,500 crore in FY25. The company has been actively acquiring and reviving legacy Indian brands, including Campa Cola, confectionery brand Ravalgaon, Lotus Chocolate, and Sil Foods (sauces and jams). It recently forayed into healthy functional beverage space with the acquisition of majority stake in a joint venture (JV) with Naturedge Beverages.