Mukesh Ambani Wants To Beat Nestle, Cadbury In India! Joins Forces With 50 Mithai Makers For Selling Sweets

After disrupting sectors like telecom and oil in India, the country’s most valued company by market capitalization Reliance Industries has now stepped into India’s ‘mithai’ business, this festive season.

The oil-to-telecom conglomerate led by the business tycoon Mukesh Ambani, has entered into distribution partnerships with more than 50 regional and traditional sweet makers across the country, through its retail arm Reliance Retail.

Through these multiple partnerships, Reliance Industries aims to mass produce, distribute, develop modernised packaging and find a way to extend the shelf lives of local and traditional Indian sweets.

It must also be added that through such a partnership, RIL is on its way to disrupting the businesses and posing strong competition to chocolate and FMCG brands like KitKat and Cadbury.

RIL-backed packaged mithais like barfis, laddoos and pedas have already started to be placed at the company’s grocery stores like Reliance Smart and Smart Bazaar, along with RIL’s online e-commerce store – JioMart.

According to an ET report, Reliance Retail has entered into distribution partnerships with regional mithai makers, some notable names of which include Doodh Misthan Bhandar of Jaipur, Prabhuji & Bhikharam Chandmal of West Bengal, Lal Sweets of Mysore and Chawannilal Halwai of Ajmer.

A company executive has directly stated that the retail arm of Reliance Industries is on the hunt and raising its partnership with more such regional sweet makers and has set internal estimations of exceeding the sales of chocolates by 10 times, as cited by the news daily.

“We want to democratise traditional sweets and not relegate a particular variety to a region. We are also developing single-serve packs of these mithais which will be placed at kirana stores as the business scales up. We are offering them access to the distribution network, technical know-how, modern packaging and developing their products for extended shelf-life,” said the chief executive of grocery retail at Reliance Retail, Damodar Mall.