Reliance, led by Mukesh Ambani, has expanded its consumer packaged goods brand ‘Independence’ to North India, targeting a larger market share in the FMCG sector. The expansion will cover densely populated regions including Punjab, Haryana, Delhi NCR, Uttar Pradesh, Uttarakhand, and Bihar.
This move marks a significant step for Reliance Consumer Products, a subsidiary of Reliance Retail Ventures Limited (RRVL), which first launched the ‘Independence’ brand in Gujarat in December last year. The brand offers a wide range of FMCG products, from staples to processed foods and other daily essentials.
Reliance aims to provide locally developed, quality products at affordable prices to Indian consumers. The company noted a significant demand for a reliable consumer goods brand that offers high-quality products at reasonable prices. To meet this demand, RCPL is partnering with trade partners, including manufacturers and kirana stores, to enhance business opportunities.
Additionally, Reliance plans to expand its distribution network through both online and offline channels in the coming months, aiming to reach more consumers nationwide. The company’s strategy includes offering competitively priced entry-level packs to rival established brands. The intensified competition is expected to lower valuations for existing FMCG players, potentially benefiting consumers, especially in the lower-end market. However, mainstream FMCG companies are also strengthening their business structures and expanding their product portfolios in response. Many larger players are acquiring local brands or businesses and investing in direct-to-consumer (D2C) digital brands to enhance their offerings. They are also focusing on establishing an omni-channel presence to cater to a wider range of consumer preferences and shopping habits.
