Reliance to Manufacture and Market Products Under BPL and Kelvinator Brands


The Mukesh Ambani led group has become the franchise owner of consumer durable products range under BPL and Kelvinator brands

Reliance has bagged rights for manufacturing and marketing consumer durable products under the iconic BPL and Kelvinator brands. These two brands were famous for their range of TVs and refrigerators in and around India, respectively.

A report by the Hindu Businessline noted the development first. The report adds that while the Reliance and Kelvinator have already signed the agreement, the news of BPL doing the same will also be announced soon.

The e-commerce push

Reliance’s new agreements with the likes of BPL and Kelvinator might be a part of its strategy towards the e-commerce push. While the company has one of the strongest presence in the offine channel via physical stores (Reliance Retail and Jio stores), the BPL and Kelvinator brands might help the group give a major push to its reach in the online channel.

Reliance Retail’s net profit was up 123 per cent at Rs 962 crore in the first quarter ended 30 June 2021. The company’s revenue from operations, as reported, grew 22 per cent to Rs 38,547 crore.

The company is said to be planning to launch new products and major campaigns for the upcoming festive season under BPL and Kelvinator brands.


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