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Deepdive: 99.99% of the people don’t know that Reliance’s purchase of Kelvinator is the last piece of a meticulously constructed fortress designed to dominate India's refrigerator and washing machine market 🙏🙏 It has silently established end-to-end control over the entire value chain, from design to post-sales servicing. And this deepdive is a breakdown of it all. .. Reliance started off by licensing Kelvinator, BPL and a host of electronics brands in 2019. And, having grown confident in owning the whole thing, Reliance started to build a wholesome play. - It first built an in-house electronics design team. Means? It will not just be slapping a logo on generic products but will dictate the very form and function of its offerings, tailored for the Indian consumer - It then started leveraging contract manufacturing giants like Dixon and Mirc, while also forming a joint venture with Sanmina for high-tech electronics/components manufacturing - making for a much larger, long-term game This helps squeeze costs. .. But what truly sets this strategy apart is the distribution and post-sales ecosystem Reliance has already built. - Through its vast network of Reliance Digital stores and the ever-expanding JioMart, it has direct access to millions of customers - More critically, its distribution arm has already built a wholesale network involving an astounding 2 lakh retailers that can push Kelvinator products into every nook and cranny of the country almost overnight .. And, then comes the final, and perhaps most crucial, element is the after-sales service. For decades, this has been the Achilles' heel for many electronics brands in India. Reliance has proactively solved this by scaling up its ResQ service brand. With a network that has grown 60% in the last 1.5 years to over 1.6k service centres, already catering to more than 1.5 million customers, Reliance has a robust, pan-India service infrastructure in place. This completely nullifies a key competitive advantage that legacy players have painstakingly built over decades. .. And on top of all this, by moving from a licensing agreement to full ownership of a brand with deep nostalgic roots like Kelvinator, Reliance is playing a game of both emotion and economics. It is marrying the trust and reliability associated with "The Coolest One" of the 70s and 80s with a formidable, 21st-century ecosystem of design, manufacturing, distribution, and service. This is not just an entry into the consumer durables market; it is a meticulously planned, full-scale invasion. And this should be taken seriously.