Present in Chennai, Pune and Bangalore, Iris Aroma is looking to have its presence in other prominent markets in India and standout in the home fragrance category in India.
Iris Aroma products of Ripple Fragrances, an offshoot of Cycle Pure Agarbathi-famed NR Group, which has 2500 touchpoints at retail plans to expand its presence across the country and open around 15 Iris Aroma stores in the coming two years. Kiran V Ranga, MD, Ripple Fragrances shares his views on how the brand plans to capture the home fragrance market in India.
Tell us about Iris Aroma’s positioning in the home fragrance market and how it plans to standout?
IRIS is not a functional solution but a range of feel good products, for a complete sensory experience. The feel good product are more like accessories as it’s a part of your everyday life and is accessible. Colour, texture and design is also something which has evolved and emerged with time. When we started looking at this segment, it had no specific language. So we came up with décor accessories. Now under IRIS we have the IRIS
offerings which is more contemporary and then we have the Aboma offerings, which is ethnic. When it comes to numbers, the feel good products would be Rs 80-90 crore market with growth of around 25-30%.
You already have 2500 touchpoints in physical retail outlets. What are your expansion plans for IRIS?
We want to push the idea of customisation of fragrances. We have different planograms for different channels. So, our boutiques will offer entire range with customisation of fragrances, so for us more than a retail location it is about showcasing our capability in fragrances and also on extending on the décor accessories that we can provide. So our store is like a one stop for all fragrances and fragrance related décor & accessories and so our positioning will always be higher than the mid-market. In terms of adaptation of the category, we have seen lot of loyal customers for the stores. But this is not a category where penetration is going to be very high. So, we don’t want to be present in all the major markets. At present, we are in Chennai, Pune, Bangalore and we are looking to have our presence in other prominent markets, where it may not be only in Tier 1 cities. It may be others like Goa and Chandigarh where spend on our category and product accessories is high. Plans are to open at least 12-15 stores in next 1-2 years. To enhance store experience, this year we plan to invite customers to our exclusive outlets for exploring new fragrances or attend talks related to the subject.
How important is omni-channel presence in this category and for IRIS as a brand?
Novelty is a big thing today. Omni-channel certainly caters to the immediate factor of gifting. Here we work with all the e-commerce websites and again there are a lot of players in this category. We have taken certain measures to push our e-commerce business. I would say that seasonality is quite a big thing for IRIS. Occasion based gifting is surely an important factor for us.z
Kiran V Ranga, MD, Ripple Fragrances