Winning Bizness Desk

Mumbai. Reliance Retail, a subsidiary of Reliance Industries Limited, announced the acquisition of the iconic home appliance brand *Kelvinator* on Friday, July 18. The brand, which first entered the Indian market in 1963, is remembered for its durable refrigerators and the popular tagline “The Coolest One.” This strategic move aligns with Reliance’s ambition to strengthen its position in the fast-growing consumer durables sector in India.

Deal Value Undisclosed, Focus on Brand Revival

While the financial details of the acquisition have not been disclosed, Reliance confirmed that the brand will now be part of its expanding product portfolio. The goal is to deliver high-quality global-standard appliances to Indian households by reviving a brand that still enjoys nostalgic value among older generations.

Isha Ambani’s Vision for the Brand

Speaking on the acquisition, Isha Ambani, Executive Director of Reliance Retail Ventures Ltd., stated, “This acquisition is an important step in our mission to bring trusted global innovations to Indian consumers.” She expressed confidence that Reliance’s vast retail reach and infrastructure will help make Kelvinator popular again in the Indian market.

A Trusted Name from the 1960s to 1980s

Kelvinator enjoyed massive popularity in India during the 1970s and 1980s, competing with names like Godrej and Allwyn. It became a household name due to its affordability, durability, and wide distribution network across the country. The brand symbolised trust and quality in middle-class homes.

Decline After Global Brands Entered Market

However, during the liberalisation of the 1990s, international giants like LG and Samsung entered the Indian market and challenged Kelvinator’s dominance. Ownership of the brand changed multiple times, from Electrolux to Whirlpool, but with limited investment and innovation, its presence gradually faded. Despite this, Kelvinator still holds a place in the memories of many Indian consumers.

Reliance Sees Growth Opportunity

The acquisition marks another step by Reliance Retail to tap into India’s booming home appliances market. The company plans to relaunch Kelvinator with a blend of trusted legacy and modern technology, aiming to cater to the mass-premium segment. As demand for household appliances continues to grow rapidly, this move offers Reliance a fresh opportunity to boost its retail dominance.

7 Key Pointers:

• Reliance Retail acquires iconic fridge brand Kelvinator.
• Kelvinator entered the Indian market in 1963.
• Known for its tagline “The Coolest One.”
• Isha Ambani says brand will be made popular again.
• Deal value undisclosed; brand to be revived with new tech.
• Faced decline after 1990s due to foreign competition.
• Reliance aims to lead in mass-premium appliance market.