Reliance Jumps Into Consumer Electronics: Will Manufacture TV, Fridge Under BPL, Kelvinator Brands

Mukesh Ambani-led Reliance Industries Limited (RIL)’s subsidiary Reliance Retail has acquired the licence to manufacture and market consumer durable products under the iconic Indian brands BPL and Kelvinator, reports Hindu Businessline. 

Reliance Retail Festive Order Volume

We all wait for the festive season sales, special discounts and bonuses, huge hoardings and banners. But due to the coronavirus pandemic, consumers are looking forward to online shopping more. And thus e-tailers are gearing up for the sale.

 Citing executives familiar with the matter, ET reported that Reliance Retail has raised the order volume between 70 per cent and 400 per cent that of last festive season year as compared to 40-70 per cent placed by the sellers in Amazon and Flipkart.

Reliance Retail To Revive Two Old Indian Brands 

Reliance is working on an aggressive marketing and distribution strategy to resurrect the two ancient Indian brands and drive sales through all channels.

Be it offline or online, BPL and Kelvinator will be distributed across all local electronic stores, retail and online portals.

For the upcoming festive season, the firm is rumoured to be developing new items and large advertising campaigns.

The financial daily quoted an industry executive as saying, “Last year, Reliance started focusing on eCommerce and it was still evolving. This will be the first year when its eCommerce platforms have been scaled up, have a wider nationwide presence and all the brick-and-mortar stores have been enabled for omnichannel sales. Hence, Reliance is going all out. There are supply issues in electronics, hence the maximum focus is on fashion and groceries.”