Reliance Consumer buys global rights of Brylcreem, Toni & Guy and Badedas
Mukesh Ambani-led Reliance Consumer Products Limited (RCPL) has played another big bet in the FMCG sector. The company has purchased the global rights of world famous brands like Brylcreem and Toni&Guy. Through this big deal, Reliance has included some of the biggest names in the world of grooming and personal care in its portfolio. The most popular name in this is ‘Brilcream’. It is an iconic British brand of men’s hair styling, whose identity has been very strong in the Indian and global markets. For many decades, Brylcreem has been another name for the style among men.
Apart from this, Reliance has also taken over the premium hair care brand ‘Toni & Guy’. The brand is known for its salon-quality products. Also, German brand ‘Badedas’, which is famous for its bath products containing natural botanical extracts, has also come to Reliance. The company has also paid attention to children’s products and in this series the British baby care brand ‘Metty’ has also been acquired.
After all, what is Ambani’s ‘beauty plan’?
Reliance has disclosed this in one of its investor presentations. The company’s strategy is to strengthen its hold in the beauty and personal care market like iron. The company said that it has acquired global rights to these high-profile brands, although some selected regions are not included in it.
Reliance will now not only introduce these products afresh in the Indian market but will also expand them abroad. The company has said that their aim is to develop them in India as well as increase their reach in international markets. However, the company has remained silent on the amount of this entire deal and has not shared any financial information.
What will be the effect on your pocket?
When a giant conglomerate like Reliance takes over a brand, the biggest change is ‘scale’. Till now, premium brands like ‘Toni & Guy’ or ‘Badedas’ were perhaps limited to certain sections or malls in big cities. Reliance has the largest retail and distribution network in the country, through which these products can now easily reach small cities and towns. Reliance has a history of making its products accessible to the masses and increasing competition.