Reliance Industries is tapping into nostalgia to drive its consumer business, bringing back iconic Indian brands such as Campa and BPL. The strategy aims to appeal to Indians’ fondness for brands of the past while boosting Reliance’s FMCG and consumer electronics ventures.
Rapid Growth in FMCG
What started with Rs 3,000 crore in FMCG sales in FY24 accelerated to Rs 11,500 crore in FY25, with the July–September FY26 quarter alone contributing Rs 5,400 crore. Campa, in particular, has emerged as the largest contributor to Reliance’s FMCG business, but the company plans to replicate the success across other legacy labels, including Ravalgaon in confectionery and Velvette in personal care.
Reliance is also reintroducing Kelvinator and BPL in consumer electronics, covering products like televisions, refrigerators, and washing machines.
Strategy Behind the Revival
Reliance’s approach combines aggressive pricing—20-30% lower than competitors—with generous trade margins to attract retailers. Distribution is being expanded rapidly from Reliance stores to kiranas, regional retailers, and local outlets, supplemented by local sourcing and an expanding product portfolio.
“This strategy has worked in telecom, and now it is being applied with nostalgia as a key lever,” analysts note.
Challenges in Electronics
While FMCG products like Campa see instant consumer gratification, electronics represent high-ticket, long-term purchases. Experts question whether younger consumers, spoiled for choice by global brands such as LG, Samsung, and Sony, will embrace legacy products like Kelvinator refrigerators or BPL TVs.
Industry veteran Deba Ghoshal adds that very few legacy electronics brands have survived the influx of new-age competitors, with exceptions like Godrej and Voltas. He notes that Reliance must combine heritage appeal with strong value and emotional marketing, not just price competitiveness.
Leveraging Deep Pockets and Retail Reach
Reliance’s balance sheet and retail presence give it an edge. The company is investing heavily, absorbing short-term losses to gain market share and later drive efficiencies. FMCG unit Reliance Consumer Products (RCPL) has become a direct subsidiary of Reliance Industries, enabling independent fundraising and potentially an IPO in the future.
Focus on Tier 2 and 3 Cities
With electronics penetration still low in India—15-18% for TVs, 40% for refrigerators, and less than 10% for ACs—Reliance sees significant growth potential, especially in tier 2 and 3 cities, where global brands focus on premium segments.
FMCG Ambitions
Reliance plans to double FMCG distribution to 3 million outlets this fiscal and invest Rs 40,000 crore in integrated food parks over the next three years. Campa-Cola has already gained double-digit market share, breaking a decades-long duopoly of Coca-Cola and PepsiCo. Isha Ambani’s goal is to achieve Rs 1 lakh crore in FMCG revenue within five years, aiming for a global presence.
Impact on Competitors
Reliance’s revival of legacy brands has disrupted the FMCG sector. Competitors such as Tata Consumer Products, Dabur, and Varun Beverages acknowledge the turbulence and see it as a positive driver for the market, given India’s low per capita consumption.
The Long Game
With a mix of nostalgia, competitive pricing, deep pockets, and expansive distribution, Reliance is preparing for a sustained presence in both FMCG and consumer electronics. The company’s aggressive revival strategy indicates that the battle for market share is only beginning.
