Reliance Retail, led by Mukesh Ambani, has made significant preparations to reintroduce another legacy brand to the market. Following Campa Cola, Reliance has now acquired Kelvinator, a household appliance brand that was popular in the 70s and 80s. This is the same brand that was once widely recognized in India with the tagline 'The Coolest One'. Now, Reliance Retail is set to relaunch this brand to the public by integrating it with its vast retail chain and technological network.
Old Brand, New Energy
Kelvinator was once known in India for durable, reliable, and innovative electronic products. Its refrigerators and washing machines, in particular, had carved a special place among Indian consumers. Reliance Retail is now trying to revive the legacy of this brand. The company plans to establish Kelvinator as a premium brand and introduce modern home appliances under it.
What Isha Ambani Said
Isha Ambani, Executive Director of Reliance Retail Ventures Limited (RRVL), commented on the acquisition, saying, "Our goal is to understand the needs of every Indian and bring technology to every home. With a brand like Kelvinator, which has a b heritage, we will be able to reach customers who want both trust and quality." She also said that Reliance's scale, distribution network, and service capabilities will make this transformation faster and more effective.
How the Consumer Durables Game Will Change
The market for domestic electronics and home appliances in India is growing rapidly. Companies are now focusing on smart technology-enabled products, especially given the needs of the middle class and urban users. By re-branding an old brand like Kelvinator, Reliance now wants to further strengthen its hold in this segment.
With this acquisition, Reliance not only will enter products like refrigerators and washing machines but also plans to launch products like air conditioners, microwaves, water purifiers, and smart home devices under the Kelvinator brand name.
How Kelvinator's Fortune Changed
Kelvinator started in the United States in the early 20th century and gained popularity in India in the 70s. However, as foreign companies came in the 90s, Kelvinator's presence diminished. Later, the brand was sold several times, but no one had a plan to make it popular again. Now Reliance has decided to revive it.
RIL Shares and Market Movement
On Thursday, while the news of the Kelvinator acquisition came, the stock market also saw a period of volatility. Reliance Industries' share was seen trading at ₹1,472.10 with a decline of about 0.29%. However, investors are eyeing the company's Q1 results which are due today.
Reliance Will Repeat Campa Cola Model
This is not the first time Reliance has relaunched an old brand. Reliance had already created a stir by bringing Campa Cola back to the market. Now, the same model is being adopted with Kelvinator. The company will retain the old name with its identity, but the products will be fully equipped with modern technology.
Major Player in Retail Segment
Reliance Retail Ventures Limited (RRVL) has become one of the largest retail companies in India. The company has already established a significant presence in areas such as grocery, fashion, electronics, pharma, and online shopping. According to Deloitte's 2023 report, RRVL is the only Indian company among the world's top 100 retail companies.
In fiscal year 2024-25, the company recorded a turnover of over ₹3.30 lakh crore and an EBITDA of ₹25,053 crore. The acquisition of Kelvinator is seen as a step to further accelerate this growth.
