Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, has reintroduced Tamil Nadu’s iconic personal-care brand Velvette in a refreshed, contemporary avatar in collaboration with the CK Rajkumar family.
Positioned on the promise of ‘global quality at affordable prices’, the new Velvette offers a premium personal-care portfolio including soaps, shampoos, conditioners, shower gels, body lotions, and talcum powders. The range has been developed with advanced R&D, blending legacy formulations with modern technology to meet the aspirations of today’s youth.
Emerging film star Krithi Shetty has been roped in as Velvette’s brand ambassador to connect with a younger audience.
T Krishnakumar, Director, Reliance Consumer Products Limited, said, “It is with immense pleasure and great pride we are reintroducing the legendary personal care brand from Tamil Nadu – Velvette. It is not just any other personal-care brand but a true reflection of Tamil Nadu’s ethos. Its towering legacy is a testament to the love and affection it has received from consumers over the decades.”
“This is also a reflection on the remarkable contributions of the CK Rajkumar family in developing and nurturing the brand over the years. I thank them for allowing us to now take it to greater heights. Velvette is an emotional connect for millions across generations. I am sure that Velvette in its new avatar will continue to be the most preferred personal-care brand,” he addded.
The products are crafted with unique formulations enriched with natural moisturizing factors and powered by Aqualoc Technology, which locks in hydration for longer-lasting softness. The soap range, for instance, is enriched with avocado butter and Vitamin E, delivering a creamy lather and nourishment, while the haircare portfolio is designed to provide softness, manageability, and shine.
Speaking at the launch, Ketan Mody, Executive Director, Reliance Consumer Products Limited, stated, “The new Velvette is a reflection of India with a billion consumers full of aspirations. Like we are building a progressive future on a solid foundation of our heritage and culture, Velvette is built on its legacy of delivering the richness of our sustainable past and transformed into contemporary formats. The portfolio has been developed with breakthrough technology by the R&D after thorough research, with a focus on delivering a soft, indulgent experience at an affordable price.”
With Velvette, RCPL continues its strategy of reviving and building India’s heritage brands, positioning the personal-care label as a flagship in its growing FMCG portfolio.
Backed by Reliance’s infrastructure and consumer reach, RCPL aims to make Velvette accessible “within an arm’s length of desire”, strengthening its mission to offer world-class, trusted, and value-driven consumer solutions for evolving Indian households.
