Personal care brand Velvette relaunched by Reliance
After the brand's founder Rajkumar, passed away in 2020, Velvette shampoo vanished from the market during the COVID-19 pandemic
Tamil Nadu’s heritage personal care brand Velvette is back in a new and contemporary avatar. Reliance Consumer Products Limited (RCPL), the FMCG arm of Reliance Industries Limited, on Thursday (October 9) launched Velvette, in collaboration with CK Rajkumar family.
Sachet shampoo revolution
The pioneering innovation in the 1980s introduced India to the sachet shampoo revolution, making personal care accessible to millions by the Rajkumar family.
After the brand's founder Rajkumar, passed away in 2020, Velvette shampoo vanished from the market during the COVID-19 pandemic.
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Announcing the launch in Chennai, RCPL said the new Velvette line will feature a range of personal care products, including soaps, shampoos, conditioners, shower gels, body lotions, and talcum powders, combining legacy formulations with modern technology.
Kirthi Shetty is brand ambassador
Popular South Indian actress Krithi Shetty has been roped in as the brand ambassador.
“Reintroducing Velvette is a moment of immense pride,” said Krishnakumar Thirumalai, Director, RCPL. “It’s not just another personal care brand but a true reflection of Tamil Nadu’s ethos. Its towering legacy stands as a testament to the love and affection it has received from consumers over the decades. We thank the CK Rajkumar family for entrusting us with taking the brand to greater heights.”
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Ketan Mody, Chief Operating Officer, RCPL, said the revival mirrors the larger Indian consumer story, where aspiration meets heritage.
“Like India’s progressive future built on a foundation of culture, Velvette carries forward its legacy of sustainable self-care into contemporary formats. We’ve developed this portfolio after thorough research, ensuring every product feels indulgent yet remains affordable,” he said.
