Reliance Grabs 1963 Fridge Legend Kelvinator: Can Mukesh Ambani Make It “the Coolest One” Again?

Reliance Retail has acquired iconic location appliances marque Kelvinator successful a bid to predominate India’s booming user durables market.

Reliance Retail, a portion of Reliance Industries Ltd., announced nan acquisition of Kelvinator connected Friday, marking a strategical play to bolster its foothold successful nan premium location appliances segment.

Kelvinator, a bequest marque etched into Indian representation for its reliable refrigerators and nan memorable tagline “The Coolest One,” will now subordinate Reliance’s expanding portfolio. The move is aimed astatine delivering globally benchmarked, high-quality appliances to Indian households, according to nan company.

“This is simply a important measurement successful our ngo to bring trusted world innovations to Indian consumers,” said Isha Ambani, Executive Director of Reliance Retail Ventures Ltd. She emphasized that Reliance’s standard and unit scope will beryllium cardinal to accelerating nan brand’s revival.

Kelvinator first entered nan Indian marketplace successful 1963 and quickly became a family name, sharing power pinch Godrej and Allwyn done nan 1970s and 80s. Known for its durability, affordability, and pan-India distribution, Kelvinator held a awesome marketplace stock until nan 1990s liberalization introduced fierce title from world giants for illustration LG and Samsung.

Following years of ownership changes—from Electrolux to Whirlpool—and declining investment, nan brand’s visibility faded. However, its nostalgic worth and enduring user callback person remained strong.

Reliance’s acquisition is nan latest successful a bid of attempts to rejuvenate nan Kelvinator sanction and re-establish its beingness successful a marketplace that now demands some practice and innovation. The institution plans to position Kelvinator astatine nan intersection of spot and technology, targeting India’s mass-premium appliance segment.

Published on: Jul 18, 2025 11:11 AM IST