With the FMCG brand "Independence," Mukesh Ambani will compete with ITC, Patanjali, Tata, and Adani

With the launch of the 'Independence' brand for staples, processed foods, drinks, and other daily commodities, billionaire Mukesh Ambani-led Reliance would compete with FMCG food divisions of ITC, Tata Consumer Products Ltd, and Adani Wilmar.

In accordance with the announcement Ambani made at the company's annual shareholder meeting earlier this year, Reliance Consumer Products Ltd (RCPL), the recently established FMCG arm of Reliance Retail Ventures Ltd (RRVL), last week made a push into staples with the launch of brand Independence.A fully owned subsidiary of Reliance Industries Ltd. is RRVL (RIL).

The debut is limited to Gujarat and may be a trial test, and it has been stated that the products will be reasonably priced. After brand development, it will be implemented nationally.Products from the Independence brand are presently accessible through the Jio Mart app and Reliance retail locations. The distribution will be expanded to FMCG retailers in the upcoming months (kirana stores). The categories include packed atta (wheat flour), besan (gramme flour), lentils, grains, sugar, packaged water, and edible oil.

However, before drawing the conclusion that Reliance's incursion will be detrimental to FMCG firms, it will be important to consider the real distribution reach of the Independence brand into kirana stores, consumer acceptance, its product price points/addressable market, and product innovation. Another major player entering the staples/packaged foods market will help and speed up the transition from unbranded to branded items, resulting in growth for the entire staples/packaged foods market.

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