Ripple Fragrances Consolidates its Position in the Air Care Market

Ripple Fragrances Consolidates its Position in the Air Care Market
  • Re-launches its functional air care brand “Lia”
  • Unveils New Brand Identity — “Magic of Fragrance”
  • Flags of aggressive communication campaign


Bhubaneswar, December 15, 2015: Ripple Fragrances the spatial fragrance division of NR Group (makers of Cycle Pure Agarbathies), world’s largest incense stick manufacturer today announced its plans to strengthen its position in the air care market.  As part of the reinforcement strategy Ripple Fragrances have re-launched its functional air care brand Lia. The all new Lia will take on the air care market with an all new design, packaging, brand proposition and aggressive communication campaign.

The new brand expression is centered on the theme “Magic of Fragrance” and the new packaging has been designed by celebrated designer Neil Foley. Dentsu is the creative agency on the account.

Speaking about the re-launch, Mr. Kiran Ranga, Managing Director, Ripple Fragrances said, “At Ripple we have a legacy of creating strong fragrance brands. Our flagship brand IRIS is a market leader in feel good home fragrance category. The revamp and re-launch of Lia is a natural progression to replicate the success in the functional air care market.”

“The preferences of Indian customers are changing at a very fast pace. They are looking for superior products that enhance their life style. We are confident that the all new Lia will satiate our customers’ quest for superior air care products.”

The occasion was also marked by the introduction of Lia’s new range of room fresheners in exclusive fragrances of Lavender, Jasmine, Chandanam, Rose and Sea Shore. Created and blended in-house, the fresheners will be priced at Rs.120/- .

The collection launch will be supported by an aggressive above the line and below the line communication campaign. As part of the below the line campaign the sales team along with a Lia queen in branded cars will tour across the cities. They will personally visit and introduce the product to both retailers as well as customers ensuring an effective direct outreach. Further, an interesting SMS contest for retailers is also been launched.

Indian air care market is around Rs. 400 crores and is growing exponentially. Currently Lia offers customers a wide array of room fresheners to choose from. By the next 2 months the bouquet will be expanded further and will cater to the burgeoning car air care segment as well. A blend of natural essential oils and nature identical materials Lia adheres to IFRA (International fragrance Association) and GRAS (Generally regarded as safe). Further, Lia is been created keeping in mind the extreme weather and humidity conditions in India.

Ripple Fragrances Pvt Ltd

Ripple Fragrances is the spatial fragrance initiative of the Mysore-based N R Group, the leader in the incense market whose flagship brand is ‘Cycle Pure Agarbathies’. Ripple Fragrances is pioneering the home fragrance market in India with its wellness fragrance brand called IRIS and functional brand Lia. Iris harnesses the power of Aromacology to provide wellbeing through novel delivery systems. Lia offers fragrancing solutions for the home, office and mobile space.

About NR Group

The Mysuru-based NR Group was founded by Shri N. Ranga Rao in 1948. A true visionary and philanthropist, Shri. Ranga Rao created the ubiquitous Cycle Pure Agarbathies which has today become the largest selling agarbathy brand in the world. From a home-grown enterprise, NR Group has evolved in to a successfully run business conglomerate with established presence in India and abroad. The Group has diversified into various business categories like functional air care products (Lia brand of room fresheners and car-fresheners), wellness home fragrance products (IRIS) under Ripple Fragrances and floral extracts (NESSO). The Group is also very committed to its social responsibilities and fulfils them through its charity arm ‘The NR Foundation’. A champion of sustainable development, NR Group is certified as a carbon neutral manufacturer by UK-based The Carbon Neutral Company. It is the only company in the sector to be recognized as green company. NR Group today is managed by the third generation of the Ranga family. For more information on the Group, please visit

For more information, please contact:

Renu Praveen | | +91 9742279654 |

Sonakshi Murze | | +91 9742124240