Ripple forays into signature fragrance

Ripple Fragrances, an arm of Rs 300 crore Mysore-based NR Group, makers of the Cycle brand of incense sticks, is foraying into the fragrance business through the 'Iris' brand.

The company last year entered the personal care business through the 'DNA' brand.

Kiran Ranga, CEO, Ripple Fragrances, said, "After gaining a 4 per cent share of the Rs 350-400 crore deodorant segment of the personal care products market, we have entered the fragrances business with the Iris brand."

"To popularise the Iris brand, we have launched the Brand Signature Fragrance solution. This concept, which seeks to created unique fragrances for customers, enables them to build their brands around it. This will allow an organisation to have its brand recognised through smell," he added.

The company test-marketed Brand Signature Fragrance at the outlet of an apparel firm in a Bangalore mall recently.

"When the firm gave us permission it took us a week to develop fragrance options at our in-house facility in Mysore. Of the three fragrances developed, one was chosen after an onsite research which was designed to capture the synergy between the olfactory traits and the apparel brand identity," said Kiran Ranga.

According to Arjun Ranga, managing partner, NR Group, "Our company is one of the few in India to create and blend perfumes in-house and this gives us an edge in understanding and creating fragrances that meet the preference of the Indian consumer and helps offer better rates."