Mumbai: Reliance Industries’ newly created FMCG arm, Reliance Consumer Products Limited (RCPL) has acquired the global rights of four international brands, as it looks to reuse its successful Campa Cola playbook in other segments. Along with its Q3 FY26 results, the company announced the acquisition of marketing rights for four brands- Brylcreem, Toni & Guy, Badedas and Matey- as the company aims to expand its presence further in the FMCG space.
British men’s hygiene brand Brylcreem has had an expansive presence in India, well known for its masculine identity and its male grooming products. Toni & Guy is a haircare brand originally targeted toward salons. German brand Badedas offers personal care products infused with natural plant extracts. The last one, UK-based Matey, focuses on children’s personal care products.
RCPL is aiming to offer these brands in both domestic and international markets, excluding a few territories. The company hasn’t revealed the money it paid for purchasing the global rights for these brands.
Though its Campa Cola brand revival has seen success with sales surpassing Rs. 1000 crores, mostly on the back of its high volume, low margin strategy, the company is aiming to do the same here, hoping to dominate supermarket aisles and online carts with its brands. In November 2025, RCPL announced the launch of its pet food brand Waggies, as it aims to disrupt the $3.5 billion pet food market in India in a similar fashion.
RCPL’s FMCG business has expanded 1.6 times year on year to Rs.5,065 crore in Q3 FY26. The company has been expanding its manufacturing facilities nationally, with its Independence staples brand surpassing Rs.1,500 in sales to date.
Will the Campa Cola playbook work the way Mukesh Ambani expects? Only time will tell.
