Perfume business in India is 790 cr industry excluding E commerce as per Nielson IQ Retail Audit Report, Jan- Dec 2021. The industry is expected to be 1200 cr by 2025 including e commerce. The Journey of Riya dates back to 1997, when my Mr N K Daga and Mr L K Soni with a capital of INR 1 lakh from Kolkata started the brand. The aim was to provide every household of India with world class perfumes at extremely popular prices. The founders shifted their base to a rented place in Delhi’s Sadar Bazaar in 2000. With their revenue clocked 5cr in 2000, in 2021 they became the no. 1 perfume brand in India.
Riya is hyper local, says Mr. Aditya Vikram Daga Founder & Chief Executive Officer, Purpos Planet. “We did not limit ourselves just in metros and catered to the needs and sensibility of tier 1, 2, 3 markets. While Riya is available at an attractive price, we never compromised with its quality. This makes Riya different from other brands in the market.Interestingly, we never spent a penny in advertising. People of India have embraced Riya for its unique fragrance and world-class quality in last 25 years.”
In 2019, Purpos Planet was founded to restructure, diversify, and to grow brand Riya with its offices in Kolkata and New Delhi. Currently, the brand is into perfume, deodorant, room fresheners, air fresheners. They are aiming to intensify their business where they are already present and expand to areas which are yet to be tapped.According to the Nielson IQ Retail Audit Report, Jan-Dec 2021, Riya was certified to be the Perfume Segment Leader in India by Value Share. Riya market share by value has consistently grown in the last three years. At MS value 10.8% in YEC 2021, it is reportedly ahead of other top players Hinterland, wherein Riya has strong focus, performed better than urban India according to our feedback in last few quarters.
Riya perfumes are quality perfumery products that have been ranked first in value sales in the Perfume segment as per Nielsen IQ which is the industry leader in global measurement and data analytics, and the most trusted source for retail and consumer intelligence. The retail index service covers “Grocers, General Stores, Chemists, Cosmetic Stores, Paan Plus Stores and Modern Trade Stores”.
