Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries, has relaunched Velvette, a heritage personal-care brand from Tamil Nadu, in partnership with the CK Rajkumar family, the company informed in a release. The brand returns with an updated portfolio of soaps, shampoos, conditioners, shower gels, body lotions, and talcum powders aimed at modern consumers while retaining its traditional formulations.
Velvette was originally founded by C.K. Rajkumar, widely known as the "sachet king" for pioneering affordable shampoo sachets in the 1980s.
T Krishnakumar, Director at RCPL, described Velvette as “not just any other personal-care brand but a true reflection of Tamil Nadu’s ethos,” highlighting its longstanding connection with consumers. He added, “Velvette is an emotional connect for millions across generations. I am sure that Velvette in its new avatar will continue to be the most preferred personal-care brand.”
The company informed that the revived range has been designed to combine legacy formulations with advanced technologies. A key feature of the products is the Aqualoc Technology, which the company says locks in moisture for longer hours, delivering soft and hydrated skin and hair. The hair-care line focuses on manageability and smoothness, while the soaps, enriched with avocado butter and Vitamin E, aim to provide a creamy, nourishing lather.
Additionally, South Indian actor Krithi Shetty has been signed as the brand ambassador to appeal to younger audiences.
Ketan Mody, Executive Director of RCPL, said the relaunch reflects the brand’s balance between heritage and contemporary needs. “Velvette is built on its legacy of delivering the richness of our sustainable past and transformed into contemporary formats…with a focus on delivering a soft, indulgent experience at an affordable price.”
Velvette now serves as a flagship brand in RCPL’s personal-care portfolio, which the company says aligns with its broader goal of promoting heritage Indian brands.
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Velvette was originally founded by C.K. Rajkumar, widely known as the "sachet king" for pioneering affordable shampoo sachets in the 1980s.
T Krishnakumar, Director at RCPL, described Velvette as “not just any other personal-care brand but a true reflection of Tamil Nadu’s ethos,” highlighting its longstanding connection with consumers. He added, “Velvette is an emotional connect for millions across generations. I am sure that Velvette in its new avatar will continue to be the most preferred personal-care brand.”
The company informed that the revived range has been designed to combine legacy formulations with advanced technologies. A key feature of the products is the Aqualoc Technology, which the company says locks in moisture for longer hours, delivering soft and hydrated skin and hair. The hair-care line focuses on manageability and smoothness, while the soaps, enriched with avocado butter and Vitamin E, aim to provide a creamy, nourishing lather.
Additionally, South Indian actor Krithi Shetty has been signed as the brand ambassador to appeal to younger audiences.
Ketan Mody, Executive Director of RCPL, said the relaunch reflects the brand’s balance between heritage and contemporary needs. “Velvette is built on its legacy of delivering the richness of our sustainable past and transformed into contemporary formats…with a focus on delivering a soft, indulgent experience at an affordable price.”
Velvette now serves as a flagship brand in RCPL’s personal-care portfolio, which the company says aligns with its broader goal of promoting heritage Indian brands.
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