Ambani to lock horns with ITC, Tata, Adani with FMCG brand 'Independence'

Reliance Consumer Products Ltd (RCPL), the recently instated FMCG arm of Reliance Retail Ventures Ltd (RRVL), plans to go the whole hog, rivalling the food FMCG businesses of ITC, Tata Consumer Products Ltd (TCPL) and Adani Wilmar Ltd. The company has launched the brand 'Independence' for staples, processed foods, beverages and other daily essentials in Gujarat. The brand will be rolled out across India in a few months.

Isha Ambani, daughter of Mukesh Ambani, will oversee the expansion of FMCG portfolio of the company. She said that the brand will present a wide choice of quality assured and affordable products including edible oils, pulses, grains, packaged foods and other daily need products.

"The brand stands for 'truly Indian solutions for real Indian problems' which is articulated as – 'Kan Kan Mein Bharat', thereby evoking emotional attachment and instilling a sense of inclusiveness amongst Indians," said Isha Ambani, director at RRVL.

FMCG major ITC has been expanding its portfolio from juices to atta for more than a decade. It boasts of one of the strongest wide-ranging FMCG portfolios in the country. Tata-owned TCPL was created by grouping brands like Tata Tea, Tata Coffee, Tata Salt and Tata Sampann, has been expanding its portfolio through acquisitions and product innovations. Tata acquired Soulfull to focus on health and wellness food category. It is in talks to acquire India's largest packaged drinking water company, Bisleri, for an estimated ₹6,000-7,000 crore. TCPL is valued ₹75,000 crore in the stock market.

On the other hand, Adani Wilmar is expanding and building its food segment through acquisitions. The company announced the acquisition of Kohinoor rice, further strengthening its food portfolio. It also owns fortune edible oil brand. The company is valued ₹83,000 crore in the stock market.

At the recent Annual General Meeting of Reliance Industries, Isha Ambani announced the group's plan in FMCG business. It was for the food FMCG portfolio, the company recently acquired the Campa brand from Delhi-based Pure Drinks Ltd. The brand Campa Cola thrived in the eighties after Coke exited India.

After the national launch, RCPL's FMCG products will be available across Reliance Retail stores. Reliance will also push the products through its distributor and kirana network. "With the aim of shared prosperity, the company is collaborating with trade partners including manufacturers and kirana stores to create high quality products and empower them with enhanced business opportunities. In the coming months, the company plans to step up the launch to cover FMCG retailers across Gujarat," the company said in a statement. The launch of 'Independence' is supported with on-ground visibility and sampling activities in Ahmedabad complemented with outdoor and print, radio and local television advertisements, it added.

RRVL, through its subsidiaries and affiliates, operates more than 16,500 own stores and partners with over 2 million merchants across grocery, electronics, apparel, pharmacy, lingerie, home and furnishing, beauty and personal care. It also operates the omni-channel business through Jio Mart, Ajio, Netmeds, Zivame and other online channels. It reported a consolidated turnover of ₹199,704 crore and net profit of ₹7,055 crore in the last financial year.