Reliance Launches ‘Wyzr’ Brand For Consumer Electronics & Home Appliances

Reliance likes to take on giant projects like Jio and green energy, but it also has its eyes on the relatively smaller opportunities that India is offering.

Reliance has launched Wyzr, a fresh brand for consumer electronics and home appliances. Wyzr is pitching itself as a Made in India alternative to foreign brands in the space. Wyze has already launched its air cooler range, and will launch kitchen products and electrical fittings soon.

“We, at the Reliance Group, proudly introduce our new Made in India consumer electronics brand Wyzr, tailored specifically to elevate everyday lives of consumers,” Wyzr’s website says. “Wyzr is dedicated to enriching the lives of Indian homes by offering high quality electronics with premium features at accessible price points, making advanced technology and modern convenience attainable for all,” it adds.

“We aim to provide customers with unparalleled value to ensure that our customers can enjoy advanced technology and superior craftsmanship.
We believe that everyone deserves access to high-quality electronic goods that enhance their lives, and Wyzr is here to make that a reality for all,” Wyzr adds.

Reliance’s Wyzr already has a range of air coolers available, including personal coolers, window coolers, tower coolers and desert coolers. Wyzr’s small appliances section says “coming soon”, but displays products including food processors and electric kettles. Under Wyzr’s electricals section are products like bulbs and fans, which are also slated to come soon.

Interestingly, while Wyzr has its own website, these products can’t be bought online just as yet. It appears that Reliance will tap into its massive offline distribution heft, including Reliance Digital, to sell Wyzr’s products. Reliance has reportedly tied up with Dixon and Onida’s Mirc Electronics to manufacture Wyzr’s. In 2022, Reliance had tied up with US-based electronics manufacturing services provider Sanmina Corporation for creating electronic devices and manufacturing hubs in India, and it’s possible that it could take this route as well for manufacturing Wyzr’s products.

Reliance’s Wyzr launch ties in well with the company’s recent push to enter as many consumer-facing segments as possible. In the last few years, Reliance has launched everything from a brand for processed food and staples named Independence, a soft drink in Campa Cola, and even a supermarket chain in Freshpik. Reliance is well placed to launch its own products — it is India’s largest retailer through Reliance Retail, and can make sure its products reach end consumers. Reliance also has the deep pockets required to undercut competitors on price and grow its business.

But while this strategy had paid Reliance rich dividends through Jio, turning it into India’s largest telecom operator, it has largely failed to have the same impact in other sectors so far. Campa Cola hasn’t quite made the impact that had been expected, and Independence too hasn’t made waves in the FMCG space. Some of Reliance’s other investments, such as Dunzo, have fared even worse, and could be on the verge of shutting down. Reliance is now a behemoth that spans an uncountable number of sectors in India, but one could wonder if the company might be spreading itself too thin while trying to make the most of the India opportunity.