Ripple Fragnance to increase footprint in tier1 and tier2 cities

Home Fragrance segment with different delivery systems is more evolved in the West with many large players. So far, Agarbathies play the most dominant role in Home Fragrance segment in India. However, with the emergence of brands like Ripple Fragrances, this industry has taken a new stride.  In a candid conversation with Shipra Srivastava, Kiran Ranga, MD Ripple Frangnances talked about changing trends in fragrance industry.

(SS)- Kindly brief Ripple Fragrances journey in Indian market so far?

Kiran Ranga(KR)-Ripple through its brand IRIS has pioneered the home fragrance market in India. It has created market leadership by investing in Distribution and communication. We have entered strongly in three segments i.e. Retail, Hospitality & Corporate gifting.

We have created awareness about various fragrance delivery systems like Reed diffusers and pillow misters in India, which were mostly unknown. The wide range of products offered through IRIS gives solutions for every corner of your home and even lawn and Garden area.

IRIS is now available at leading lifestyle outlets and the products are used by well known hotels and patronized by corporate as a gifting solution. The next step in the journey is opening of our own retail outlets. We have opened 2 Outlets called Iris Aroma Boutique in Bangalore.

(SS)- Are you selling goods through exclusive outlets or individual retailer?

(KR)-We are selling through lifestyle chains, home improvement outlets, boutiques and malls. Recently we have opened our own retail outlets in Bangalore. The Iris Aroma Boutique is India’s first complete home fragrance store. Through multiple outlets we sell products like scented candles, fragrant vaporizers, reed diffusers, exotic essential oils, amphoras, colorful potpourris, pillow misters and fragrance accessories. We have a direct supply of hotels and corporate through our depots.

(SS)- Who are your target buyers?

 ( KR)- Our target buyers are those who believe in giving a holistic approach to their  Homes with good interiors, décor and of course a good fragrance to create an  Enchanting ambience at home. The products are classy hence, it definitely  caters to Sec A+ home makers, hospitality segment, corporate gifting, luxury  salons and spas.

(SS)- How you differentiate Indian and foreign market in the Home Fragrance segment?

(KR)- Fragrance preferences of a populace are determined by culture, rituals and food habits for e.g. Indians use flowers such as Jasmine, Mogra, Champa, lotus and rose in rituals and for ornament. These floral notes are well entrenched in the Indian olfactory system and people associate with them. Similarly the Indian odor palette is more akin to woody notes such as sandalwood and spice notes such as cinnamon, clove and vanilla.

In terms of materials used in home fragrance products, Indian consumers prefer color palettes, textures, metals and accessories that complement our culture and ethos. The use of earthy materials such as stoneware, wood and metal in contemporary or ethnic forms are preferred in combination with a bright color palette for packaging materials.

(SS)- Leading trends in Home Fragrance market?

(KR)--Trickle Down effect - New fragrance trends in perfumery are driven by launches in fine fragrances (Eau de Toilette and Eau de Perfume). These trends are then adapted to other delivery systems / product categories. This is known as the trickle down effect. The home fragrance market has witnessed trickle down of Chypre and Fougere fragrances for luxury and over luxury living spaces. Reed diffusers, burners and oil Lamps (Lamp Berge) are the preferred delivery systems for luxury fragrances.

Layering of fragrance: Homes have different living and functional areas. Consumers use different fragrances in different areas based on functionality and convenience. An emerging concept is to use similar fragrances in closets, living areas, bedrooms and kitchens so that there is a harmony in odour and a uniform mood / ambience is created.

(SS) - What are your plans to increase footprint in India?

(KR)- In the near future we are planning to open IRIS Aroma Boutiques, in Chennai, Pune and Gurgaon. We are also planning to enter tier 1 and tier 2 cities, and extend footprint this year to 100 towns. We want to penetrate strongly in the spa and beauty salon segment. This will be supported by advertising in lifestyle and home décor magazines, PR and BTL activities.