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RCPL Expands FMCG penetration through Traditional Kirana Outlets

The Indian FMCG Giant Reliance Consumer Products Limited (RCPL) is set to expand its portfolio of packaged consumer goods to all the basic Kirana retail stores through the launch of its home and personal care products.

This fast-moving consumer goods (FMCG) division of Reliance Retail Ventures had earlier created reverberations through its relaunch of iconic beverage brand Campa.

RCPL mentioned in a press release, “This portfolio expansion, which comes close on the heels of RCPL’s relaunch of the iconic beverage brand Campa, reaffirms and further supports the company’s aim to provide Indian consumers with high-quality FMCG products at affordable prices.”

The RCPL home and personal care product portfolio comprises of Dozo dishwash bars and liquids, Enzo laundry detergent range, Puric hygiene soaps, Get Real natural soaps, Home Guard toilet and floor cleaners, and Glimmer beauty soaps. This strategic category launches by RCPL positioned Mukesh Ambani-led Reliance Industries’ Reliance retail business in direct competition with ITC, Reckitt Benckiser India, Godrej Consumer Products and Hindustan Unilever (HUL) which has leading brands in the segments of detergents, toilet-floor cleaners and bathing soaps respectively.

According to the online research company Statista-specializing in consumer and market data, the home and laundry care market in India is at $8.57 billion in 2023. The International Market Analysis Research and Consulting has pegged India’s bath soap market at $2.88 billion in 2022.

The Impressive Growing footprint

India’s home and laundry care market volume: ₹ 70,764 crore

Bath soap market: ₹23,780 crore

Reliance Retail Ventures’ (RRVL’s) consolidated turnover in FY22: ₹1.99 trn

HUL’s revenue from beauty and personal care segment: ₹19,460 crore

HUL’s FY22 revenue from home care products: ₹16,578 crore