Reliance buys rights to manufacture consumer electronics brands BPL, Kelvinator

Reliance Retail, the retail arm of Mukesh Ambani-led Reliance Industries Ltd (RIL) has acquired the licence to manufacture consumer electronics products like TV and fridge under iconic brands BPL and Kelvinator, in a move that will expand Reliance group’s business into new areas.

Reports said the company is likely to launch online sales of these brands when e-commerce majors like Amazon and Flipkart start discount sales – a development that augures well for the Indian consumer.    
The festive season sales that come with special discounts and bonuses, are likely to be restricted to online sales due to the still persistent pandemic caused by the Wuhan virus.
Reports citing industry executives said that Reliance Retail has raised the order volume between 70 to 400 per cent of last year’s festive season order against 40 to 70 per cent increase in orders placed by sellers on Amazon and Flipkart.
Reliance is also reported to be working on an aggressive marketing and distribution strategy to revive the two iconic Indian brands across channels – both offline and online.
Reliance will be manufacturing and selling BPL products, which may include air-conditioners, refrigerators, washing machines, television sets, fans and light bulbs. Besides, Reliance may start production of new products under the brand, say reports.
Reliance Retail operates online shopping platforms like JioMart and Ajio and also runs a wide network of dedicated physical stores across the country which covers segments such as fashion, grocery, daily use essentials, electronics etc.
Reliance, which started its e-Commerce portal last year, is still evolving and the company may also scale up operations to thwart competition.