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What started as an effort to promote private labels in Reliance Retail, Mukesh Ambani has now a full-fledged business idea of venturing into the FMCG space up his sleeves. Ambani has bid to acquire two soap brands of Henkel India – Aramusk (male deodorant soap) and Moloy (sandalwood soap), the combined value of which is estimated to be Rs.10 crore. Apart from acquiring brands, Ambani also plans to set up FMCG subsidiaries and rope in third party logisitics services to handle marketing and distribution. But is acquiring brands the right strategy to venture into a new domain? “Yes,” answers a retail analyst, “as these brands are doing well in regional markets. And being a price discounter, it’s expected that Reliance will sell these soaps at lesser prices.” Moreover, acquiring brands will help Reliance save in R&D investments and increase focus on strengthening the distribution network.
Savreen Gadhoke
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Source : IIPM Editorial, 2010
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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