Reliance Consumer Products Ltd. (RCPL) has entered into a strategic partnership with Sri Lanka-headquartered Maliban Biscuit Manufactories to launch their brand in India. The latest move will pit Reliance directly against Britannia, Parle, and ITC, which together control over 80% of India’s biscuit segment.
This partnership is part of its strategy to bring a bouquet of domestic and globally recognized consumer brands, like Maliban, that have deep-rooted heritage and credibility. “With this strategic partnership between RCPL and Maliban, we will not only be strengthening our FMCG portfolio through a great brand but will also be able to offer an excellent value proposition through quality products to our Indian consumers,” Isha Ambani, Executive Director, Reliance Retail Ventures Limited, said.
Last month, it launched a made-for-India consumer packaged goods brand, Independence, in Gujarat. The company is also creating a distinct and dedicated retail distribution network for its fast-expanding FMCG portfolio. Maliban, founded in 1954, is the second-biggest biscuit firm in Sri Lanka and sells products including biscuits, crackers, cookies, and wafers.
“We look forward to collaborating with Reliance Consumer Products towards this shared objective of providing Indian consumers with world-class products,” said Kumudika Fernando, Group Managing Director, Maliban. The company also operates in global markets and exports to over 35 countries. “
In India, packaged biscuits are worth Rs. 38,000 crores and are among the largest segments within FMCG. Britannia is the market leader, followed by Parle and ITC, and the category is largely driven by low unit packs such as Rs.5 and Rs.10.