By: Staff Writer
June 08, Colombo (LNW): Sri Lanka’s renowned beverage brand, Elephant House, has entered the Indian market in a landmark move through a strategic partnership with Mukesh Ambani’s Reliance Group. This collaboration sees the distribution and sale of Elephant House soft drinks in India, marking a significant international expansion for the iconic Sri Lankan brand.
Ceylon Cold Stores, a subsidiary of John Keells Holdings (JKH), confirmed that Elephant House beverages are now being distributed in India. The rollout follows a franchise agreement made in February 2024 with Reliance Consumer Products Limited (RCPL), a wholly owned subsidiary of Reliance Retail Ventures Limited (RRVL). Under this arrangement, RCPL will manufacture, market, distribute, and sell Elephant House beverages across India.
The partnership enables Elephant House to export its carbonated soft drink concentrate to Reliance, which will then handle local production and distribution. According to JKH, the similar flavour preferences between Indian and Sri Lankan consumers, verified through pilot studies, provide a unique advantage for the brand’s success in the Indian market.
While the financial impact of this partnership on Ceylon Cold Stores is currently minimal, JKH expects it to grow as brand recognition and sales volume increase in India. The collaboration also aims to strengthen supply chains and reduce credit risks by working closely with suppliers and distributors.
Reliance, known for its robust retail footprint, operates a vast omni-channel network comprising approximately 18,700 stores and digital platforms, alongside a merchant base exceeding three million. This extensive infrastructure is set to offer Elephant House significant market reach and visibility in India.
RCPL’s growing beverage portfolio, which already includes legacy Indian brands such as Campa, Sosyo, and Raskik, will now be enhanced by the addition of Elephant House products. RCPL’s COO, Ketan Mody, expressed enthusiasm about the deal, describing Elephant House as a beloved brand with deep heritage and strong market credibility. He noted that Indian consumers would benefit from an expanded range of quality beverages and improved value offerings.
JKH Chairperson Krishan Balendra hailed the partnership as a milestone in the legacy of Elephant House, a brand with over 150 years of history. He emphasized the shared commitment between JKH and Reliance to innovation, quality, and expanding access to premium products in new markets.
RCPL reiterated its vision to provide Indian consumers with a broad portfolio of globally respected brands. The company is actively scaling up its distribution channels to serve a wider demographic across the country, ensuring that Elephant House’s expansion into India is both sustainable and impactful.
