Iris Aroma

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.

VM&RD - - Contents - Chanda P Ku­mar

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

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