In a move that signals a massive shift in the personal care and grooming landscape, billionaire Mukesh Ambani’s Reliance Consumer Products Ltd (RCPL) has officially acquired the global rights for the legendary British hair-styling brand, Brylcreem.
The acquisition, announced in January 2026, isn't just about one brand; it’s a strategic sweep. Alongside Brylcreem, Reliance has secured the global rights for other heritage powerhouses including Toni & Guy (the premium haircare giant), Badedas (the German bath and body brand), and Matey (the UK-based children's personal care specialist).
Disrupting the "Grooming" Status Quo
By adding Brylcreem to its arsenal, Reliance is taking a direct swing at the premium and mid-market men's grooming segment. Brylcreem, famously known for the tagline "A Little Dab’ll Do Ya," has been a staple in Indian households for decades, but under Reliance’s umbrella, the brand is expected to see a modern, aggressive relaunch.
The Strategic Logic:
- Democratizing Premium Care: Reliance plans to leverage its massive retail footprint—spanning nearly 20,000 stores—to make premium brands like Toni & Guy accessible in Tier-2 and Tier-3 cities where they were previously unavailable.
- Aggressive Pricing: Known for its "Independence" and "Campa" strategies, Reliance often prices its products 20–40% lower than established competitors like Unilever and P&G, potentially triggering a price war in the grooming aisle.
- Global Ambitions: Unlike previous domestic-only deals, RCPL now holds the global rights for these brands (excluding a few specific territories), allowing them to export the "New Reliance" versions of these classics to international markets.
A Rapidly Expanding Portfolio
This deal comes on the heels of Reliance's demerger of its FMCG business into a direct subsidiary of Reliance Industries. The company’s growth has been staggering; RCPL reported a 60% year-on-year revenue jump for the December 2025 quarter, crossing the ₹15,000 crore mark for the fiscal year.
With these acquisitions, Mukesh Ambani is no longer just a player in the oil, telecom, or retail space—he is architecting a "Beauty and Personal Care" empire designed to dominate the daily lives of consumers from the moment they wake up until they go to bed.
