Once a household name across the state, Velvette returns in collaboration with the C K Rajkumar family, staying true to its legacy while embracing modern innovation.
In the 1990s, Velvette came to embody accessibility. Premium quality packed into small sachets that made luxury affordable. This time, it holds on to that essence while being powered by an omnichannel strategy. T Krishnakumar, Director, RCPL, said the company seeks to be present across every possible platform and outlet. “From travel channels to retail shelves, consumers can get the product anywhere,” he said.
Currently, Velvette is focusing on affordability and reach, because in a country like India, nearly 85 per cent of sales happen through small retail outlets. Later, the company plans to introduce premium products using technology to identify the right outlets for them.
The new Velvette portfolio spans premium soaps, shampoos, conditioners, shower gels, body lotions and talcum powders. In these products, RCPL has introduced Aqualoc technology, which provides deep hydration and locks in moisture for extended periods, ensuring that every touch feels velvety soft. “The main focus is to address contemporary needs and tailor solutions to this generation,” added Krishnakumar. With this relaunch, RCPL reaffirms its vision of reviving India’s heritage brands and giving them a modern identity rooted in trust and innovation.