RAL derives it mandate to function from its core philosophy of 'Customer above all'. It is this belief that drives all its activities. In order to serve the customer to the best of its ability, RAL believes in making its high quality products easily accessible to the customer at optimum prices. Hence, RAL has tied up with a number of companies that are outstanding in their fields, so that it can make superior quality products available at affordable prices to customers around the world.

One such partnership is with the American Safety Razor Co., USA (ASR). It has been in business for 125 years globally and is manufacturing, marketing and distributing valued and private label, wet shaving razors and blades; bladed hand tools; specialty industrial blades and medical scalpels and razors.

The genesis of the company was in Brooklyn, New York, USA. In 1875, Kampfe Brothers introduced Star, the first safety razor. In 1906, several businesses, opened by Kampfes and their workers, were consolidated as the American Safety Razor Company (ASR).

Today, the ASR is the third largest manufacturer of shaving products. It has manufacturing facilities located around the world, is the one of the largest producers of shaving, medical and industrial blades, and is marketing its products in 64 countries.

Globally, ASR sells its products under the brand names -Glide and Personna. It exhibits superior blade manufacturing technology and enjoys excellent quality competition. Speed3 Razor, Ultra plus Razor, Strike II Razor and the Tri Flex Razor are some of its products.

ASR is also the largest private labeling company in the shaving segment and supplies  to all major retail chains such as Walmart, Carre Four, Target, Tesco. Its turnover exceeds US$ 300 million.