The Hindu Business Line : Ripple Fragrances targets cos with custom-made products

MR ARJUN RANGA, Managing Partner, NR Group (right) and Mr Kiran Ranga, Chief Executive Officer, Ripple Fragrances, at the launch of IRIS brand signature fragrance in Bangalore on Thursday. — G.R.N. Somashekar

Bangalore May 17 Ripple Fragrances, the fragrance arm of the Rs 300-crore NR Group, has launched a unique brand signature fragrance as part of its IRIS brand.

The Ripple Fragrance Chief Executive Officer, Mr Kiran Ranga, told a news conference that his company would customise fragrances for companies. "We will develop the fragrance based on a company's brand, its culture and ethos," Mr Ranga said. He said, in India, the aircon market, excluding incense sticks, was around Rs 100 crore and was growing at 15 per cent. In the US, its market is worth over $2.2 billion.

He said depending on the customer's brief, the company's creative team gets down to blend at least three types of fragrances which are tested at the company's premises. "Based on the customer's feedback, one of them is selected which signifies the identity of the company," Mr Ranga said.

Mr Ranga said, for example, if one had to create a fragrance for Singapore Airlines, the entire exercise would be evolved around the airlines' mascot, the Singapore girl. In the case of British Airways, it would involve around business travellers.

He said Ripple Fragrances has embarked on a two-pronged strategy. For institutional customers, it has embarked on an initiative to provide `brand signature fragrances' or customised fragrances delivered through novel delivery systems such as reed diffusers and fragrance vaporisers that will enable a holistic brand experience to its customers.

For small establishments and in-home consumers it is launching the IRIS range of products.

The NR Group's managing partner, Mr Arjun Ranga, said that, as the company is one of the few in India to create and blend perfumes in-house, it gives it a competitive edge in understanding and creating fragrances that meet the unique preferences of the consumer.

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