Sri Lanka’s Elephant House soft drinks to serve Indians in home market now on

Thursday, 29 February 2024 04:08 - - {{hitsCtrl.values.hits}}

Indian giant Reliance Consumer Products announces partnership with leading blue chip JKH’s beverage brand
First Elephant House offering to hit shelves in South India in next few weeks

Sri Lanka’s iconic Elephant House soft drinks has achieved a major breakthrough and will serve Indians in their home market following a landmark deal between tycoon Mukesh Ambani’s Reliance Group and premier blue chip John Keells Holdings (JKH).

Reliance Consumer Products Ltd., (RCPL), the FMCG arm and wholly-owned subsidiary of Reliance Retail Ventures Ltd., (RRVL), yesterday announced that it has partnered with Sri Lanka-headquartered Elephant House to manufacture, market, distribute and sell beverages under the Elephant House brand across India.

This association will not only help RCPL bolster its growing beverage portfolio that boasts iconic brands such as Campa, Sosyo and Raskik but will also bring exceptional new products and value propositions to Indian consumers.

Elephant House is owned by Ceylon Cold Stores PLC, a subsidiary of John Keells Holdings PLC, Sri Lanka’s largest listed conglomerate. Under the Elephant House brand, it manufactures and sells a wide range of beverages including Necto, Cream Soda, EGB (Ginger Beer), Orange Barley and Lemonade to name a few.

Speaking on the partnership, Reliance Consumer Products COO Ketan Mody said, “Elephant House, which enjoys strong market credibility, is an iconic brand with deep-rooted heritage. This partnership will not only add its much-loved beverages to our growing FMCG portfolio but will also offer our Indian consumers great choice and value proposition through quality products. Being the custodian of several renowned global brands in India, Reliance is well-equipped to further expand Elephant House’s established consumer brand, which has been built over 150 years.”

John Keells Group Chairperson Krishan Balendra said, “We are proud to announce the expansion of the Elephant House brand to the Indian market. Our partnership with Reliance Consumer Products marks a significant milestone in the journey of our heritage brand and represents our commitment to delivering our high-quality beverages to new consumer segments. We look forward to the opportunity this partnership brings, to provide refreshing and innovative beverage options to meet the diverse preferences of Indian consumers.”

The agreement between RCPL and Elephant House underscores a shared commitment to excellence and innovation, empowering both organisations to capitalise on synergies and amplify their market presence.

RCPL’s vision is to offer Indian consumers a wide portfolio of globally recognised brands and products that stand out for their exceptional quality and value. In addition, RCPL is rapidly scaling up its multi-channel operations to reach more consumers across diverse markets.

The company, currently, boasts a versatile FMCG portfolio comprising iconic beverage brands including Campa and Sosyo Hajoori, an extensive confectionery range from Lotus Chocolates, Toffeeman and snacks such as Alan’s Bugles and Masti Oye apart from Sri Lanka’s leading biscuit brand Maliban, and staples and daily convenience products under the Independence brand. In home and personal care, it has products such as dishwashing liquids, laundry detergent, soaps and toilet cleaners.