The 'Independence' FMCG brand is being expanded by Reliance to North India

22 Jun 2023 , 01:01 AM

With the introduction of its made-for-India consumer packaged goods brand ‘Independence’ to North India, Mukesh Ambani’s Reliance ramped up its battle for a greater foothold in the FMCG industry, which is currently controlled by companies such as historic ITC and Hindustan Unilever.

Reliance Consumer Products, a division of Reliance Retail Ventures Limited (RRVL), has announced the expansion of its brand, which sells FMCG items to the densely populated states of Punjab, Haryana, Delhi NCR, Uttar Pradesh, Uttarakhand, and Bihar. These items range from staples to processed foods and other daily necessities.

The brand was first introduced in Gujarat in December of last year by the fast-moving consumer goods division of Reliance Retail.

The business claimed to offer consumers in India reasonably priced, locally produced goods of high quality.

According to Reliance, there is a sizable need among a sizable portion of the Indian people for a reliable consumer goods brand that provides a broad range of excellent items at competitive costs.

Additionally, RCPL is working with business partners to allegedly boost their business potential, including manufacturers and kirana retailers.

In order to reach more customers around the nation, the company also intends to broaden its distribution network in the upcoming months through both online and offline channels.

Mukesh Ambani, the chairman of Reliance, announced the company’s entry into the FMCG sector at the 45th annual general meeting in August of last year, directly competing with Unilever and ITC.

Reliance has increased its efforts to capture a piece of the FMCG market in the nation with the highest population by, among other things, partnering with other companies and making strategic purchases of brands like Lotus Chocolate.

Last month, Reliance Consumer Products and General Mills signed a collaboration agreement to enter the western snack market. The collaboration pits Reliance against brands like PepsiCo’s Lays, ITC’s Bingo, Balaji Wafers, and a sizable unorganized snacking industry while also enabling Reliance to introduce General Mills’ popular corn chip brand Alan’s Bugles in India.

Lower valuations for established companies are anticipated as a result of the sector’s heightened competition, which may help customers at the lower end of the market.

To counter the heightened rivalry, mainstream FMCG companies are strengthening their organizational frameworks and boosting their product lines. To improve their current services, many larger firms have invested in direct-to-consumer (D2C) digital brands and purchased local brands or businesses. Additionally, businesses are making investments in their brands to have an omni-channel presence and serve a larger range of consumer preferences and purchasing practices.

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