Reliance Retail Venture's FMCG arm Reliance Consumer Products has launched its indigenous made for India consumer packaged goods brand - Independence in Gujarat.
Independence offers a wide range of products under several categories including staples, processed foods and other daily essentials, the company said in a press release.
“I am happy to announce the launch of our own FMCG brand Independence which brings a wide choice of high quality and affordable products including edible oils, pulses, grains, packaged foods and other daily need products,” said Isha Ambani, Director, Reliance Retail Ventures.
“The brand stands for ‘truly Indian solutions for real Indian problems’ which is articulated as – ‘Kan Kan Mein Bharat’, thereby evoking emotional attachment and instilling a sense of inclusiveness amongst Indians,” she added.
The company plans to collaborate with trade partners including manufacturers and kirana stores to create high quality products and empower them with enhanced business opportunities. In the coming months, the company will step up the launch to cover FMCG retailers across Gujarat.
The high decibel integrated launch announcement is supported with on-ground visibility and sampling activities in Ahmedabad complemented with outdoor and print, radio and local television ads
Reliance Consumer Products aims to empower Indians with indigenously developed products. The company plans to develop Gujarat as a “go-to-market” state to create excellence in execution for its FMCG business, as it prepares for a national rollout for the brand, the company said.