Reliance Retail Aims to Dominate Consumer Durables Market with Kelvinator Acquisition

Reliance Retail is expanding its consumer durables business, targeting the refrigerators, ACs, and washing machines market dominated by global giants like LG and Samsung. The company has acquired the iconic Kelvinator brand and plans to integrate it into its portfolio, leveraging its distribution muscle and disrupting the market with a "Made in India" narrative. Reliance aims to push Kelvinator beyond refrigerators and washing machines, expanding into air conditioners and kitchen appliances.

Reliance Retail has made a significant move in the consumer durables market by acquiring the iconic Kelvinator brand. The acquisition, announced on July 18, 2025, positions Reliance Retail to compete more effectively with global giants like LG and Samsung, which have traditionally dominated the refrigerators, air conditioners, and washing machines market in India.

Kelvinator, known for its pioneering role in home electric refrigeration, has a rich history dating back over a century. The brand achieved iconic status in India in the 1970s and 80s with its memorable tagline, "The Coolest One." This acquisition aligns with Reliance Retail's strategy to expand its portfolio in the fast-growing premium home appliances market, leveraging its extensive retail network and distribution capabilities [1].

Isha M Ambani, Executive Director of Reliance Retail Ventures Limited (RRVL), stated, "The acquisition of Kelvinator marks a pivotal moment, enabling us to significantly broaden our offering of trusted global innovations to Indian consumers" [3]. By integrating Kelvinator into its portfolio, Reliance Retail aims to push the brand beyond its traditional offerings of refrigerators and washing machines, expanding into air conditioners and kitchen appliances to meet the growing demand from the Indian middle class [1].

Reliance Retail's strategy to acquire legacy brands like Kelvinator and launch its own brand, Wyzr, mirrors its successful approach in the FMCG sector. The company aims to leverage its distribution muscle and "Made in India" narrative to disrupt the market and gain a competitive edge [2]. This dual-brand strategy allows Reliance Retail to target both traditional and younger, aspirational consumer segments.

The acquisition of Kelvinator is part of Reliance Retail's broader strategy to grow organically and through inorganic opportunities. Reports suggest that Reliance Retail is also exploring strategic stakes in Haier and Whirlpool, further consolidating its position in the fragmented consumer durables landscape [2].

Reliance Retail's integrated ecosystem, which includes retail stores, online platforms, telecom, and payments businesses, allows it to offer more than just products. It provides a comprehensive system for marketing, logistics, and after-sales support, generating rich consumer data that can be used for personalized offers and upselling across product categories [2].

This move signals Reliance Retail's long-term ambitions in the Indian home appliances market. The company is positioning itself as a natural homegrown partner for global giants who need distribution and operational support in India's complex market. While the competition is stiff, Reliance Retail's deep pockets and operational muscle give it a clear edge.

References:
[1] https://www.tripurastarnews.com/reliance-retail-acquires-kelvinator-forging-a-new-era-in-indias-consumer-durables-market/
[2] https://m.economictimes.com/industry/cons-products/durables/reliance-is-trying-to-become-the-coolest-one/articleshow/122767484.cms
[3] https://www.storyboard18.com/brand-makers/reliance-retail-acquires-home-appliance-firm-kelvinator-75366.htm