Reliance Consumer Products Limited (RCPL) is aiming to reach 600 million customers across India by focusing on affordable, high-quality products in the fast-moving consumer goods (FMCG) sector. The company plans to collaborate closely with local stores, offering better profit margins to boost sales and penetrate deeper into Indian households.
Focus on Middle-Class India
RCPL director T. Krishnakumar highlighted that India’s large middle-class population, which makes up the majority of the country’s 1.4 billion people, is the primary target for their products. The company intends to develop and market quality FMCG items that appeal to this segment, differentiating itself from competitors who are currently emphasizing premium products.
Competing with Established FMCG Players
While companies like Hindustan Unilever (HUL), ITC, Nestle, and Dabur are focusing on premium offerings to increase profit margins, Reliance is concentrating on affordability and mass-market reach. This approach aims to tap into the vast demand in smaller towns and rural areas by making products accessible and profitable for neighborhood stores.
Building on Campa-Cola’s Success
Reliance’s consumer business, started in 2022 under Reliance Retail Ventures, has already acquired over 15 brands, including the well-known Campa soft drinks brand. Purchased for ₹22 crore from Pure Drinks Limited, Campa has seen significant growth in market share, helping RCPL achieve revenues of ₹11,500 crore in FY25, with 60% of sales coming from general trade.
Ambitious Growth Targets
The company has set sales targets of ₹1,000 crore each for the Campa and Independence brands, aiming to reach 1 million retail outlets. Krishnakumar stated that Reliance currently holds around 20% market share in beverages and staples but plans to increase this to 60-70% by March 2026 through aggressive expansion and product development.
Entering the FMCG Market Strongly
Following the rising success of Campa-Cola, Reliance is leveraging this momentum to establish itself firmly in the FMCG market. The company’s strategy focuses on combining affordability, quality, and strong partnerships with local retailers to become a dominant player in India’s consumer goods space.
