Reliance Industries Limited is looking to ramp up its consumer durable vertical over the next few months, under the new brand Wyzr.

The Wyzr brand, which Reliance Retail Ventures would lead, would manufacture a range of small appliances such as irons and fans to white goods and consumer durables such as refrigerators and televisions.

Currently, Wyzr's product line includes air coolers, mixer-grinders and fans, and Reliance is planning to add other small kitchen, home and garment care appliances to its portfolio soon.

Reliance Retail's plan is to have a made-in-India brand in the consumer durable segment to provide good quality products at attractive prices.

The BL report further said that initially, products will be manufactured on contract basis and after reaching a certain volume, the company will shift to in-house manufacturing. Reliance has reportedly tied up with several manufacturing players in the industry.

The products are likely to be sold on all channels including Reliance's own ecommerce platforms and other marketplaces. Currently Wyzr products are available on Flipkart.

Reliance's consumer durable play is expected to involve inorganic growth. The conglomerate is said to be eyeing acquisitions of regional manufacturers, whose products have a strong brand recall.

Incidentally, Reliance's foray into other verticals such as pharmacy, furniture, apparel also involved acquisitions such as Netmeds, Urban Ladder and Zivame. Besides this, Reliance Retail also operates brands such as Tira and Ajio, which both have a private label strategy.

It would be interesting to see whether Reliance positions Wyzr as a private label under the Reliance Digital umbrella or as a standalone business by itself in the future.

When it comes to the consumer durables space, traditional players have a stronghold on the market, even though startups such as fan maker Atomberg have shown immense traction with new-age products in the recent past. Besides this, at-home services unicorn Urban Company also forayed into the consumer durable space last year with water purifiers and smart locks.