Sri Lanka’s Elephant House drinks distribution begins in India

Distribution of Elephant House beverages in India has started, under a partnership struck with Reliance Retail Ventures Limited, Ceylon Cold Stores, a unit of Sri Lanka’s John Keells Holdings said.

A fee-based franchise partnership that was formed in February 2024 with Reliance Consumer Products Limited (RCPL), to manufacture, market, distribute, and sell Elephant House beverages.

“Although the partnership’s contribution to beverage business profitability is minimal at present, it is expected to ramp up as the products gain traction in the Indian market over time,” Ceylon Cold Stores told shareholders in the annual report.

“The partnership with Reliance Consumer Products (RCPL) aims to enhance market reach in India, while the Company’s work with suppliers and distributors is expected to support seamless supply chains and reduced credit risk.”

Under the deal Elephant House is exporting carbonated soft drink concentrate to Reliance.

“The unique selling proposition for Elephant House is the similarity of the flavour palate between the Sri Lankan and Indian markets, as sampled through pilot studies,” JKH said.

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

Reliance Ventures, through its subsidiaries and affiliates operates an integrated omni-channel network of around 18,700 stores and digital platforms, with over three million merchants.