Reliance Elephant House Deal: Reliance’s FMCG arm, RCPL, has collaborated with Elephant House, owned by Ceylon Cold Stores PLC, to develop a new line of beverages in India, broadening its FMCG portfolio.
Reliance’s FMCG arm has teamed up with a Sri Lankan beverage behemoth to bring the Elephant House brand to India. This move is consistent with the oil-to-telecom conglomerate’s ambition to expand its beverage products in a market dominated by Coca-Cola and PepsiCo.
Reliance Consumer Products Limited (RCPL), Reliance sell Ventures Limited’s FMCG business, has entered into a collaboration with Sri Lanka-based Elephant House to manufacture, market, distribute, and sell beverages under the Elephant House brand in India, according to a release.
“This association will not only help RCPL bolster its growing beverage portfolio that boasts iconic brands such as Campa, Sosyo and Raskik but will also bring exceptional new products and value propositions to Indian consumers,” Reliance stated in a press release.
Elephant House, owned by Ceylon Cold Stores Plc, is the largest publicly traded company in Sri Lanka. It is certified for a range of beverages including Necto, Cream Soda, EGB (Ginger Beer), Orange Barley and Lemonade, all sold under the Elephant House brand
Since last year, Reliance has been expanding its FMCG business and simultaneously focusing on its own brands and acquiring popular regional brands
Last year, Reliance Consumer Products announced the launch of popular beverage brand Campa as a further step in the Mukesh Ambani-owned company’s aim to diversify its broader FMCG portfolio led by Sosyo Hazuri and C.
“This (Reliance-Elephant House) partnership will not only add its much-loved beverages to our growing FMCG portfolio, but will also offer our Indian consumers great choice and value proposition through quality products,” said Ketan Mody, COO of Reliance Consumer goods Limited.
Krishan Balendra, chairperson of the John Keells Group, stated, “We are pleased to announce the expansion of the Elephant House brand into the Indian market. Our collaboration with Reliance Consumer Products Limited is a key milestone in our heritage brand’s development, demonstrating our dedication to bringing our high-quality beverages to new customer categories. We are excited about the possibility this relationship presents to create refreshing and innovative beverage options to satisfy the different interests of Indian customers.”
The partnership between RCPL and Elephant House reflects a shared commitment to excellence and innovation, and allows the two organizations to leverage the synergies and expand their markets, the statement said.
RCPL aims to provide Indian consumers with a globally recognized range of products distinguished by superior quality and value.
In addition, RCPL is aggressively expanding its multichannel business to reach more customers in different markets.
