From soft drinks to soaps, Ambani's Reliance unveils big price war plan

After stirring a price war in the soft drink segment with the relaunch of Campa, billionaire Mukesh Ambani-led Reliance has entered the personal and home care segment of FMCG, offering products at 30 to 35 per cent lesser price.

Experts say "the jury is out" and a competitive offering from Reliance would attract the customers to try its products and evaluate performance, quality and perception in comparison to the same from the established brands.

Products of RCPL, the FMCG arm and wholly-owned subsidiary of Reliance Retail Ventures Limited (RRVL), are available only in selected markets but the company is building a dealer network on a pan-India basis, and the availability of its products will be scaled up across modern and general trade channels.

"They are creating a distinct and dedicated distribution network comprising traditional dealer/stockists as well as modern trade b2b channels," said an industry source.

It articulates ambitions to be a relevant player in the USD 110-billi