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May 23, 2024

Reliance Industries Ventures into Consumer Durables with Wyzr Brand: A Strategic Move

Reliance Industries is making a significant leap into the consumer durables market with its new Wyzr brand, as reported by The Hindu Business Line on Wednesday. This strategic initiative will unfold over the coming months, bringing a diverse array of white goods and electronics to consumers, including fans, refrigerators, and televisions.

Gradual Rollout and Manufacturing Strategy

Initially, Reliance plans to contract out the manufacturing of these products. This approach allows for a scalable entry into the market, with the goal of transitioning to independent manufacturing once sufficient production volumes are achieved. To facilitate this, Reliance has collaborated with several established industry partners who also manufacture for other well-known brands.

Product Launches and Distribution

The soft launch of Wyzr-branded coolers on Flipkart marks the beginning of this venture. Following this, Reliance intends to introduce food processors and electric kettles under the same brand. These products will be available not only online but also at Reliance’s extensive network of retail outlets, including Reliance Digital and other retail formats.

Market Context and Growth Potential

Reliance’s entry into the consumer durables market aligns with a broader industry expectation of increased demand, particularly in rural areas. This anticipated surge is driven by the Indian government’s infrastructure initiatives and an ambitious plan to build 20 million homes in rural regions over the next five years. These plans were outlined in the interim budget presented in February, which places a strong emphasis on infrastructure development, including projects related to railways, roads, urban infrastructure, and power.

Industry Perspectives

Pradeep Bakshi, Managing Director of Voltas, expressed optimism regarding these government policies. He highlighted that the interim budget’s focus on infrastructure and green growth reflects a robust commitment to a positive future, which could significantly boost the consumer durables industry in the 2024-25 period. Bakshi emphasized that such policies are expected to create a more sustainable and prosperous environment, benefiting industries and consumers alike.


Reliance Industries’ foray into the consumer durables market with the Wyzr brand is a calculated move designed to capitalize on favorable market conditions and governmental support for infrastructure and housing projects. By leveraging its extensive retail network and strategic manufacturing partnerships, Reliance is well-positioned to establish a strong presence in this competitive sector. As the company rolls out its new products, it aims to meet the growing demand for durable goods, particularly in rural areas, thereby contributing to a greener and more prosperous future.

Jhumpa Lahiri

Jhumpa Lahiri

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