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Sravanthi Challapalli

Chennai , Aug. 10

RIPPLE Fragrances, part of the Mysore-based NR group that manufactures the Cycle brand of agarbathis, has launched a line of perfumes and deodorants called DNA.

Speaking to Business Line here, Mr Kiran Ranga, Head, Ripple Fragrances, said the company was capitalising on a combination of factors in launching the perfume. Apart from rise in disposable income and changing attitudes to grooming, Indian brands are coming into their own.

The import duties on the inputs for perfumes - concentrate, alcohol and glass bottles - have come down and the NR group's expertise in perfumes will help, he said.

A feature of the perfume market in the country is that most users prefer imported brands for their imagery and aspirational value. "DNA is not aimed at consumers who want to be somebody else but is about extending one's own personality," Mr Ranga said, explaining the choice of the brand name.

The market size of perfume sprays (eau de toilette) is estimated at Rs 60 crore for both Indian and imported brands but the deodorant market is bigger at Rs 250 crore, Mr Ranga said. Also, there is a very large grey market in the perfume category.

There is a huge difference in the prices of fashion and non-fashion labels. They vary from Rs 1.50 to Rs 3 per ml for the non-fashion brands and Rs 25 to Rs 40 per ml for the fashion labels.

So far, the DNA line has been launched in 12 cities but the target is to reach 30 cities in two months.

There are two variants each for men and women. While the deodorant is priced at Rs 120 for 150 ml, the perfumes are priced at Rs 250 for 100 ml and Rs 160 for 50 ml. The fragrance of the deodorant and the perfume match, said Mr Ranga. The products will be sold in malls and big stores. While promotional activity has not yet begun, a print campaign by Intellivision of Mudra is in the works, he said.

Pointing to the various speciality segments coming up in the hair care and personal care categories, Mr Ranga said his company's long-term plan was to occupy such niches, men's toiletries in particular. Another long-term plan is to scale up the perfume business to a stage where perfumes can be designed for individuals, he added.

Ripple has set up an arm called Ripple France to combine the Indian company's strengths in research and development with the talent and know-how from Paris.

The Rs 160-crore NR group supplies natural extracts to the major perfumery houses across the world and is one of the few in India to create and blend its own perfumes, Mr Ranga said.

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