Ripple Fragrances, the fragrance arm of the Rs 300 crore NR Group that manufactures the Cycle brand of incense, have launched their unique concept – Brand Signature Fragrance – as part of its Iris brand. The Mysore-based company plans to customise the fragrances for leading companies as per their requirements. “We will develop the fragrance based on a company’s brand, its culture and ethos,” Kiran Ranga, CEO, NR Group, told Indiaretailing.com.
The company test-marketed Brand Signature Fragrance at the outlet of an apparel firm in a Bangalore mall recently. “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 revolve around business travellers,” Ranga added.
Ripple Fragrances have 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 customers. For small establishments and in-home consumers, it is launching the Iris range of products.
“As the company is one of the few in India to create and blend perfumes in-house, it has a competitive edge in understanding and creating fragrances that meet the unique preferences of the consumer,” said Arjun Ranga, managing partner, NR Group.
In 2005 NR Group forayed into the personal care category by launching DNA, lifestyle brand accessories for men and women.
– Vishnu Rageev R, Bangalore Bureau