Tamil Nadu Reliance Relaunches Iconic Velvette Personal-Care Brand With Fresh Identity
The Tamil Nadu Reliance team has brought back one of South India’s most cherished personal-care brands, Velvette, in a refreshed and modern form. Reliance Consumer Products Limited (RCPL), the fast-moving consumer goods arm of Reliance Industries, has officially relaunched Velvette in collaboration with the CK Rajkumar family, blending heritage values with innovation.
Originally founded by C.K. Rajkumar, famously known as the “sachet king” for pioneering affordable shampoo sachets during the 1980s, Velvette was a household name across Tamil Nadu. With this revival, RCPL aims to reintroduce the nostalgia of the brand while catering to the evolving lifestyle of today’s consumers.
T Krishnakumar, Director at RCPL, shared that the revival of Velvette holds deep cultural meaning for the state. “Velvette is not just any other personal-care brand but a reflection of Tamil Nadu’s ethos. It’s an emotional connect for millions across generations. In its new avatar, I’m confident Velvette will continue to remain a preferred personal-care brand,” he stated.
Tamil Nadu Reliance Blends Tradition and Technology in Velvette’s New Avatar
The newly launched Velvette range includes soaps, shampoos, conditioners, body lotions, shower gels, and talcum powders. Each product is designed to combine traditional ingredients with advanced skincare and haircare technology. RCPL highlighted that the new collection uses Aqualoc Technology, which helps retain moisture for longer durations, ensuring hydrated skin and soft, manageable hair. The soaps, infused with avocado butter and Vitamin E, promise a creamy lather and nourishing cleanse, while the haircare line focuses on smoothness and easy manageability.
To strengthen its connection with young consumers, Tamil Nadu Reliance has appointed South Indian actor Krithi Shetty as the face of Velvette. Known for her youthful appeal and strong fan base, Krithi’s association with the brand reflects RCPL’s effort to merge legacy with modern relevance.
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Ketan Mody, Executive Director of RCPL, emphasized the balance between tradition and modernity that defines the relaunch. He said, “Velvette stands on its legacy of sustainable richness and now enters a new era with advanced formats that deliver a soft, indulgent experience at affordable prices.”
Tamil Nadu Reliance Brings Krithi Shetty Onboard to Represent Velvette’s Modern Charm
The Tamil Nadu Reliance revival of Velvette also signifies the company’s larger vision to promote and preserve heritage Indian brands while upgrading them to meet global quality standards. By reviving a brand with strong local roots, RCPL showcases its commitment to celebrating Indian entrepreneurship and reconnecting with consumers through authenticity and trust.
In addition to its modern look and improved formulas, the Velvette packaging has been designed to reflect elegance while retaining cultural warmth. The color palette and branding evoke a sense of nostalgia, reminding long-time users of the brand’s heritage while appealing to a new generation seeking reliable personal-care products.
Through this revival, Reliance aims to position Velvette as a flagship name in its growing personal-care portfolio. The brand’s comeback not only marks a business expansion but also a cultural return bringing a beloved Tamil Nadu name back into homes across India. Also Read: Railway Protection Force Champions “Operation NARCOS” at Vedanta Half Marathon 2025, Pledges to Build a Drug-Free Society
Conclusion:
With the Tamil Nadu Reliance revival of Velvette, a timeless brand finds new life honoring its rich legacy while embracing innovation. Backed by Krithi Shetty’s charm and RCPL’s modern vision, Velvette stands poised to bridge generations through its blend of tradition, care, and contemporary appeal.
