HUM TUM LUXE – A New Chapter in Everyday Luxury  The iconic HUM TUM collection now steps into a more refined space with the launch of HUM TUM LUXE — a premium fragrance line crafted for modern individuals who value elegance, individuality, and long-lasting performance.  Created by RIYA, HUM TUM LUXE introduces three distinctive Eau De Parfum variants designed to elevate everyday moments into memorable experiences.  This collection blends:  Whether you love fresh citrus, bold spice, or warm woody notes — HUM TUM LUXE has a fragrance for every mood.  1. Zesty Mandarin – Fresh Start, Same You  Bright, energetic, and uplifting — Zesty Mandarin captures the spirit of confidence and positivity.  Fragrance Profile  Top Notes: Mandarin citrus & refreshing mint Heart Notes: Soft florals Base Notes: Amber & woody accords  The scent opens with a vibrant citrus burst, transitions into gentle florals, and finishes with a warm, comforting base. The result? Clean, stylish freshness that feels effortless.  Perfect For: College, Office mornings, Day outings, Everyday wear  If you enjoy fragrances that feel light yet noticeable, this HUM TUM LUXE variant is your daily essential.  2. Fiery Pink Pepper – A Little Fire Between Friends  Bold, expressive, and refined — Fiery Pink Pepper represents quiet intensity.  Fragrance Profile  Top Notes: Rose & spicy pink pepper Heart Notes: Fresh spicy accords Base Notes: Creamy sandalwood  This fragrance delivers a powerful yet balanced presence. It’s energetic without being overwhelming — ideal for those who lead with confidence.  Perfect For: Office wear , Day-to-evening transitions , Confident personalities , Special gifting  Fiery Pink Pepper adds personality to every room you enter.  3. Rich Saffron – Rare Like Our Bond  Warm, elegant, and deeply balanced — Rich Saffron reflects connection and individuality.  Fragrance Profile  Top Notes: Zesty citrus Heart Notes: Aromatic accords Base Notes: Dry amber & cedarwood  It begins fresh, grows sophisticated, and settles into a rich, comforting warmth. This HUM TUM LUXE variant embodies subtle luxury.  Perfect For: Work routines, Casual outings, Everyday sophistication, Lovers of refined scents  Why HUM TUM LUXE Stands Out  HUM TUM LUXE isn’t just a fragrance launch — it’s an upgrade in experience.  Premium Specifications:  It’s luxury made practical — designed for modern India.  Explore the Entire LUXE collection here  Unisex Appeal for Modern Lifestyles  All HUM TUM LUXE variants are unisex, created to complement personality rather than gender.  From office meetings to coffee dates, these fragrances transition effortlessly through the day — because today’s generation values versatility.  Comparison Snapshot  Variant  Personality  Key Notes  Ideal For  Zesty Mandarin  Fresh & Energetic  Mandarin, Mint, Amber  Daily wear  Fiery Pink Pepper  Bold & Confident  Rose, Pink Pepper, Sandalwood  Office & gifting  Rich Saffron  Warm & Elegant  Citrus, Saffron, Cedarwood  Subtle luxury lovers  Find Your HUM TUM LUXE Signature  HUM TUM LUXE celebrates different moods, personalities, and connections.  Which HUM TUM LUXE fragrance matches your vibe?  Experience the new launch and make every day beautifully memorable. 

Where Purpose Meets Everyday Living  In today’s fast-moving world, people don’t just buy products — they invest in trust, emotion, and meaningful experiences. That’s where Purpos Planet stands apart.  With over 28 years of excellence, Purpos Planet has built a strong reputation as a lifestyle brand rooted in innovation, integrity, and customer connection. From fine fragrances to homecare and devotional collections, the brand’s mission is simple: Make everyday life feel special. Learn more about the brand’s journey and philosophy here  The House of RIYA: A Signature Fragrance Legacy  At the heart of Purpos Planet lies its iconic fragrance division — House of RIYA.  For decades, RIYA has been known for blending affordability with elegance. Proudly carrying the philosophy “Radiating Happiness,” RIYA perfumes are crafted to uplift moods, inspire confidence, and celebrate individuality.  Now, the House of RIYA enters an exciting new chapter with nine captivating fragrance launches across its Oud and Vacance collections. Each scent is more than a fragrance — it’s a story.  The RIYA Oud Collection — Where Luxury Meets Legacy  Inspired by one of the world’s most treasured fragrance ingredients, the Oud Collection celebrates warmth, richness, and timeless sophistication. Shop RIYA Oud Collection here  RIYA Oud Ambre : Warm, woody, and irresistibly refined. Blending amber depth with classic oud intensity, this fragrance is perfect for evenings and elegant occasions.  RIYA Oud Elixir : Deep, smoky, and magnetic. Designed for confident personalities, Oud Elixir leaves a powerful, memorable trail.  RIYA Oud Ivory : Soft, graceful, and understated. Ideal for daily wear, Oud Ivory embodies quiet sophistication.  RIYA Oud Nuit : Bold and enchanting. Capturing midnight mystery, Oud Nuit delivers intense and long-lasting elegance.  RIYA Oud Deo “Luxury meets convenience. This deodorant offers the richness of oud in a practical everyday format — perfect for modern lifestyles.  The RIYA Vacance Collection — Fragrances Inspired by Travel  Inspired by travel, nature, and wanderlust, the Vacance Collection brings refreshing energy into daily life. Shop the entire VACANCE collection here: RIYA Vacance Seaside Bliss : Feel the ocean breeze wherever you go. Crisp aquatic notes blend with soft florals for a fresh and uplifting experience.  RIYA Vacance Mountain Zen : Calm and invigorating. Capturing the freshness of high altitudes and cool morning air.  RIYA Vacance Mossy Euphoria :Earthy, aromatic, and grounding. A tribute to lush greenery and natural serenity.  RIYA Vacance Travel Trio : Can’t choose one? Take them all. A compact fragrance set designed for gifting or travel.  28+ Years of Trust, Innovation, and Growth  Longevity builds credibility. With over 28+ years in the industry, Purpos Planet has consistently balanced heritage craftsmanship with modern sensibilities.  The brand continues to innovate while maintaining its core values:  This consistency has earned loyalty across generations.  Where to Buy Purpos Planet Products  Purpos Planet products are available across India through trusted platforms:  For the complete range and latest launches, visit: Why Customers Choose Purpos Planet  ✔ 28+ years of excellence ✔ The House of RIYA fragrance legacy ✔ Affordable luxury positioning ✔ Wide lifestyle product range ✔ Strong commitment to customer satisfaction  The philosophy remains clear: Perfume isn’t just a scent — it’s a way of Radiating Happiness.  Frequently Asked Questions (FAQs)  1. Is House of RIYA a separate brand?  No. The House of RIYA is the fragrance division under Purpos Planet.  2. How many new fragrances have been launched?  Nine new fragrances across the Oud, and Vacance collections.  3. What makes the RIYA Oud collection special?  It combines rich, woody oud notes with modern accessibility and affordability.  4. Is RIYA Oud Deo suitable for daily use?  Yes. It delivers the richness of oud in a convenient deodorant format ideal for everyday wear.  5. Are these fragrances affordable?  Yes. Purpos Planet focuses on accessible luxury.  6. Where can I purchase these products?  You can shop via the official website or leading e-commerce platforms.  Final Thoughts: A Fragrance for Every Mood  Purpos Planet continues to evolve while staying true to its purpose — bringing joy to everyday living.  Through the House of RIYA and its newly launched Oud and  Vacance the brand reinforces a simple yet powerful promise:  Radiating Happiness — one fragrance, one home, one moment at a time. 

How has PP designed the product experience around the colour-shades range of colour cosmetics? In the initial pilot project stage, we have the must-have shades in Red, Maroon, Pink, Green etc. But our colour studies clearly suggest sharper sub-cultural and ethnicity-led colour preference differences in India. E.g. Western UP and Eastern UP ( remember UP is a country size market in India) and Awadh regions, esp. In RIYA constituencies, suggest shades preference differences if not the colour palette difference.Social-media immersive content consumption among TG in deeper India is flattening the fashion and aesthetic appreciation sense. Girls have an hierarchy of influencers at hyper-local to national levels and they follow them to make their own choices. We aim to continuously study how Disco shades in Punjab differ from Orange and Turmeric Yellow in Bihar ; Red in Bengal from Fuchsia pink in metropolitan markets. What are the emotions attached to the brand Street Style and how are you translating it into the product designing & placements? Swami & Sheep: As Street Style, we aspire to encompass a wide range of emotions. This is reflected in our unconventional color choices, which are intended to captivate individuals rather than conform to a group. Today’s youth experiences fleeting emotions, so we aim to offer a variety of colors to suit every mood they may have. However, our imagery does contain a hint of boldness and deliberate flamboyance, as we aim to resonate with the daring mindset of a certain group. Who is she? What is her U&A towards CC and a new brand idea? Prastut: She is indulgent, fashion conscious, is forever ready for celebrations and joys, loves little pleasures that life offers, is open to new ideas and new brands. Is an Explorer. Swami & Sheep: A street-style girl is an unconventional individual who explores and embraces everything that she finds interesting, regardless of fashion trends or societal norms. She revels in rebelling to express her true self. Our focus is centered around her, where she becomes the center of attention—the top performer on the streets. She thrives in the spotlight. Furthermore, we strive to adapt to her buying patterns, allowing her user attitude to guide us instead of dictating what she should purchase. Our ethos revolves around embodying the spirit of being forever new, not just as a brand, but as an eternal mindset. What were the key factors that were taken into consideration during NPD learning and developing Colours for Street Style ? Prastut: Selection of the right respondents, adhering to a uniform and standard process for product testing with no external biases, timely feedback for post product usage, keeping the discussion lively and also clicking pictures for analysis and reference purpose are some of the key check points exercised during the NPD research India is a land of diversity and different tastes. How does Street Style plan to cater to the needs of the audience? Purpos Planet Ecommerce Lead: We plan to audit colours reviews as an important must-do process, on regular frequency, to feed into retail insights for new product development. Social media readings and ecommerce analysis provide data-led mapping of shades preference across pin codes in India. We intend to develop Fast Street Style in Beauty as an inspiration from legacy idea of fast fashion.With its 26 + years of fragrances research & development experience, the company has many success and failures trials in different sub-cultures for fragrances. India is indeed a Republic of Fragrances with natural forest and horticultural diversity as the blessed land of rivers, climatic differences and a vast coastline.Likewise, Color & Finish preferences are evolving too in beauty category across sub-cultures with different boundaries. Online and offline sales channels also have varied reviews and preferences. Broadly, India loves colours by occasions , by fashion colours, by place and season, e.g. Festivals – Traditional Red shades auspicious for mature audience while the younger girls like pinks’ new shades; College campus casual fashion colours and street fashion , party wear is the most experimentative segment with Glitter, Metallic, Matte, Glossy. Offline -online- offline is a reality today even in small towns of India. What is the channel strategy ? Beauty and fragrances consumer is fast adopting online including B2B segment of parlour owners and home make-up services providers. Every day, ecommerce is adding millions of new shoppers. Street Style will cultivate its younger audience online and scale up in general trade given its 26+ years’ experience with beauty counters across India. Slowly Modern Trade has come back too with people wanting to check new global fashion brands with Indian designer’s fashion. Given the concept of street fashion, its S&D will be led by Street Fashion Stores, hyper-price markets, malls kiosks and online marketplace with special focus on beauty and fashion ecommerce Does the brand plan on targeting BTL and ATL activations ? What exciting is coming up in that space? Legacy media channels are being ignored by generation born after 2000 as their world is around digital media consumption. Brand Content / advertising will be quirky with attitude and language of Gen Z ;#Streetstopper #riyalifestyle #streetstyleAt BTL , beauty advisors will be added with new SKUs in all categories in stage II. Influencers with B2B offline trust in hyper-local cultures are being added in the Street Fashion ecosystem,. What is will be the brand tonality so that it resonates with the exact TG the brand is eyeing for? Swami & Sheep: We are an unabashedly quirky brand, evident in our visuals where nail polish is squeezed from a fruit yet remains fashionable, and our straightforward language. It mirrors the language today’s youth use in their social media posts. Our aim is to empower the youth to express themselves authentically, speaking their language.

1. Riya is one of the most loved brands in the Indian perfume industry in the mass segment. What is the story behind the brand Street Style under Riya now extending into colour cosmetics? Swami & Sheep Riya has been in this market for a long time and has garnered a loyal customer base across various product categories. They are even market leaders in many areas. However, Riya has realized that times are rapidly changing, and the current era greatly influences consumer buying patterns every day. As consumers, we crave freshness and excitement in every experience we encounter. This is why Riya decided to venture into the world of color cosmetics, specifically a brand called STREET STYLE. This brand draws inspiration from the fashion sense found in street style. It embodies a style that is completely informal and unconventional. It is as free-spirited as the young girls we come across every day. Clearly, this move aims to capture the attention of the youngest consumers at an early stage in their street fashion journey. The goal is to create a contemporary product line infused with street energy and fashion flair that truly represents Street Style. Why Street Style name ? Swami & Sheep: The fundamental difference between other fashion trends and street style lies in the fact that street style is solely based on individual choices. It serves as a reflection of an individual rather than blindly following current fashion trends. At Riya, we have recognized that at this time, we are embracing individualism to the fullest. The prevailing conversations revolve around personal preferences. Hence, it made perfect sense for us to create a brand that inherently celebrates individuality—Street Style. The essence of street style lies in breaking free from studios and embracing grassroots culture, connecting with the youth by embracing their individual spirits. 2. How has PP played with modern visual branding techniques for the Riya Street Style brand to stand out? Swami & Sheep: One of the remarkable aspects of modern visual techniques is their refusal to confine themselves to one style. Instead, they embrace randomness and carve their own unique space. As a brand, our aim is to be truly inclusive and incorporate anything and everything that captures interest. For instance, the font used for “Street Style” is not a conventional typeface but a graphic representation. Additionally, the abundance of vibrant colors in our communication signifies that today’s consumers fearlessly embrace any hue, no matter how unconventional or bold. Thus, we wholeheartedly embrace this spirit—so be it. 3. With its extension into the world of colour cosmetics, what is the market need that the brand is trying to address? Purpos Planet Ecommerce Lead: RIYA from its current hyper-value conscious consumer segment will fulfil a specific segment need that aspires for ‘affordable premium’ quality unlike the upper ‘affordable luxury’ layer of market construct but can not afford for everyday beauty needs consumption.Therefore, the addressable market for Street Style is to upgrade the price-sensitive everyday beauty products buyers who aspire for high to mid-priced quality of cosmetics brands but can not regularly afford them even if they were to try them as one-off purchase.Prastut:Riya brings with its trust, quality, extensive availability that the consumers are well aware of. 4. What are the primary goals of the brand in its initial phases in terms of geographical expansion and format of distribution being targeted ? Purpos Planet Ecommerce Lead: In the past 6 months, we have undertaken couple of consumer contact research projects on nail care & beauty, lips care & beauty and we are excited to see how fast young Indian women are shifting to online even in economy segment and ordering collections of new shades.Therefore, we aim to aggressively cultivate consumers online and scale up in general trade wherein we already 26 years of channel & consumer trust , but in select RIYA strong markets. 5. In the matured industry of colour cosmetics, how does PP want to differentiate itself staying true to the values of its loved brand Riya? Prastut: Key product differentiators are the quality back by R&D, Responsibility towards the customer, Riya as a brand encompasses the fire of the youth and the equanimity of the adults (above 30 years age group) 6. How has PP designed the product experience around the colour-shades range of colour cosmetics? In the initial pilot project stage, we have the must-have shades in Red, Maroon, Pink, Green etc. But our colour studies clearly suggest sharper sub-cultural and ethnicity-led colour preference differences in India. E.g. Western UP and Eastern UP ( remember UP is a country size market in India) and Awadh regions, esp. In RIYA constituencies, suggest shades preference differences if not the colour palette difference.Social-media immersive content consumption among TG in deeper India is flattening the fashion and aesthetic appreciation sense. Girls have an hierarchy of influencers at hyper-local to national levels and they follow them to make their own choices. We aim to continuously study how Disco shades in Punjab differ from Orange and Turmeric Yellow in Bihar ; Red in Bengal from Fuchsia pink in metropolitan markets.

Introduction: The fragrance is a significant element that captures everyone’s attention and creates a beautiful perception. In our rooms, offices, or any enclosed spaces, air fresheners play a vital role in suppressing undesirable odors and spreading attractive and pleasant scents, making the ambiance enjoyable. Both aerosol sprays and liquid room fresheners have evolved over time to combat bad odors and create a refreshing and lively environment. They help to eliminate unpleasant scents and reduce stress, enhancing our mood. Air fresheners are particularly useful in places like kitchens and bathrooms, where strong, stale odors often emanate. They cover up these smells and make the space more pleasant. In this context, air fresheners are the focus of our discussion, highlighting their magical performance in providing long-lasting, lively fragrances that maintain their excellence. We will also explore two types of air fresheners: room freshener liquids and room freshener sprays. Features of Air Fresheners: Air fresheners come in various forms such as sprays, electric repellents, gels, candles, and liquids. They neutralize bad odors and introduce pleasant scents to enhance the environment of a place. When unpleasant odors spread, air fresheners attack the reactive molecules responsible for these odors while spreading enjoyable fragrances. Room freshener liquids are made of ingredients that break down odor-producing compounds, effectively removing undesirable smells. Spray air fresheners are easy to use and have an instant effect on the environment. They are sprayed into the air, releasing a fine mist of fragrance through aerosols. Aerosol spray air fresheners are widely popular and user-friendly. When the nozzle is pressed, the air freshener is released, filling the air with a beautiful scent. However, spray air fresheners are not as long-lasting and may need to be used repeatedly for a prolonged effect. Room Freshener Liquids: Room freshener liquids are popular among users of all categories. They are the best option for living rooms, office spaces, hotel rooms, banquet halls, and conference halls. These liquids provide long-lasting fragrances emitted through diffusers. The atmosphere inside the room becomes heavenly, and there are numerous fragrances available to choose from. Room freshener liquids are usually contained in bottles and are used with electric or manual diffusers. The fragrant chemicals are poured into the diffusers, where they slowly evaporate, creating the desired fragrance. The basic components of liquid room fresheners are fragrance and essential oils dissolved in a solvent like alcohol. Eco-friendly and non-toxic air fresheners are safe to use. Duration and Effectiveness of Fragrance: The effectiveness of air fresheners depends on several factors, including the concentration of fragrance oil with the solvent, the size of the room, and the airflow. Spray air fresheners provide an instant spread of fragrance but have a shorter duration, requiring repeated use. On the other hand, room freshener liquids diffuse fragrance over a longer period, ensuring an uninterrupted and enjoyable environment. For larger rooms, strong and long-lasting air fresheners are recommended, as effectiveness is influenced by room size. The quality of fragrance depends on the user’s preference, and conducting research and experimenting with various fragrances can help in selecting the best air freshener. Air fresheners made with natural and eco-friendly ingredients are considered the best as they are free from allergies and sensitivities, promoting good hygiene. Conclusion: Whether in the form of room freshener liquids or aerosol sprays, air fresheners make the environment in rooms and offices fresh and enchanting. They overpower unwanted smells with the user’s chosen fragrance, creating a pleasant and welcoming ambiance and uplifting the mood. The effectiveness of air fresheners depends not only on their quality but also on various factors that need to be considered for the best results. To make rooms and surroundings elegant and attractive, it is important to understand how air fresheners work and the key factors that contribute to achieving the desired outcome. FAQ 1:What are the different forms of air fresheners available?Air fresheners are available in various forms such as sprays, electric repellents, gels, candles, and liquids. 2:How do air fresheners neutralize bad odors?Air fresheners neutralize bad odors by attacking the reactive molecules responsible for those odors while spreading enjoyable fragrances. 3:What are the key features of room freshener liquids?Room freshener liquids are popular and provide long-lasting fragrances emitted through diffusers. They are suitable for living rooms, offices, hotel rooms, banquet halls, and conference halls. 4:How do room freshener liquids work?Room freshener liquids are poured into electric or manual diffusers, where they slowly evaporate, creating the desired fragrance. They usually contain fragrance and essential oils dissolved in a solvent like alcohol. 5:What factors affect the effectiveness of air fresheners?The effectiveness of air fresheners is influenced by factors such as the concentration of fragrance oil, the size of the room, and the airflow. Spray air fresheners have an instant effect but may require repeated use, while room freshener liquids provide a longer-lasting fragrance.

Introduction Have you ever walked into a room and been greeted by a delightful scent that instantly uplifted your mood? Or perhaps you’ve encountered a less pleasant odor that made you want to escape as quickly as possible? Our sense of smell plays a significant role in our daily lives, influencing our emotions, memories, and overall well-being. To combat unwanted odors and create a pleasant environment, many people turn to air fresheners. In this article, we’ll explore the science behind air fresheners, how they work, and why they’re effective. The Role of Smell in Human Perception Before delving into the world of air fresheners, it’s important to understand the role smell plays in human perception. Our olfactory system, responsible for detecting and processing odors, is intricately connected to our brain’s limbic system, which controls emotions and memories. When we encounter a scent, it triggers a cascade of reactions in our brain, leading to various emotional and cognitive responses. Pleasant aromas can evoke positive feelings, while unpleasant odors can create discomfort or even repulsion. Understanding Air Fresheners Air fresheners are products designed to improve the odor quality of indoor spaces. They work by either masking or neutralizing unwanted smells, leaving behind a more pleasant fragrance. There are several types of air fresheners available, including sprays, plug-ins, gels, and reed diffusers. Each type offers a unique method of dispensing fragrance and has its own set of benefits. How Do Air Fresheners Work? Air fresheners rely on a combination of chemicals, fragrances, and delivery mechanisms to create a desirable scent in the air. The basic principle involves the dispersion of fragrance molecules into the surrounding environment, effectively masking or neutralizing unpleasant odors. The science behind fragrance diffusion is fascinating, as it involves the intricate interplay of volatile compounds, evaporation, and our olfactory receptors. Benefits of Using Air Fresheners The use of air fresheners goes beyond simply making a space smell pleasant. They offer several benefits that contribute to our well-being and overall comfort. Firstly, air fresheners help eliminate unwanted odors, whether they stem from cooking, pets, or other sources. By neutralizing or masking these odors, air fresheners create a more enjoyable atmosphere. Additionally, certain fragrances can have a positive impact on our mood, promoting relaxation, focus, or invigoration. Factors to Consider When Choosing Air Fresheners When selecting an air freshener, it’s important to consider various factors to ensure it suits your needs and preferences. Fragrance preference plays a significant role, as different scents can evoke different emotions and reactions. Furthermore, considering the size of the room and the coverage provided by the air freshener is crucial for effective odor control. Safety considerations, such as allergies or sensitivities to certain ingredients, should also be taken into account. Tips for Using Air Fresheners Effectively To maximize the effectiveness of air fresheners, it’s essential to use them strategically. Placement and positioning play a vital role in ensuring the fragrance is evenly distributed throughout the space. Additionally, the frequency of use should be adjusted based on the intensity of odors and personal preferences. Experimenting with different methods and scents can help find the perfect balance for each specific environment. Common Misconceptions about Air Fresheners There are some misconceptions surrounding air fresheners that warrant clarification. One common concern is the potential health risks associated with the use of certain air fresheners. While it’s true that some products may contain chemicals that could cause irritation in sensitive individuals, most air fresheners on the market are safe when used as directed. Another misconception relates to the environmental impact of air fresheners. While some older formulations might have had adverse effects, modern air fresheners have become more environmentally friendly, with many options now available that use natural ingredients. Conclusion Air fresheners play a vital role in creating pleasant indoor environments by eliminating unwanted odors and enhancing our mood and well-being. Understanding the science behind air fresheners can help us make informed choices when selecting the right product for our needs. By considering factors such as fragrance preferences, room size, and safety considerations, we can effectively utilize air fresheners to create inviting spaces that engage our senses positively. FAQ 1:Are air fresheners safe to use?Air fresheners are generally safe when used as directed. However, individuals with sensitivities or allergies should choose products that are free from potential irritants or allergens. 2:Can air fresheners completely eliminate all odors?While air fresheners can effectively mask or neutralize many odors, they may not completely eliminate extremely strong or persistent smells. In such cases, it’s important to address the source of the odor. 3:How often should I use an air freshener?The frequency of air freshener use depends on personal preference and the intensity of odors. It’s best to start with a moderate usage frequency and adjust as needed. 4:Do air fresheners have any impact on indoor air quality?Air fresheners do not purify the air but can improve the perception of air quality by masking unpleasant odors. For enhanced air quality, consider using air purifiers or proper ventilation. 5:Can I make my own natural air fresheners?Yes, you can create DIY air fresheners using natural ingredients like essential oils, baking soda, or vinegar. These alternatives provide a more eco-friendly and customizable option.

Post COVID, PP had undertaken a large pan India consumer & channel partners’ study ; to discover the soul of brand RIYA- India’s leading perfume brand in general trade. The project was appropriately titled ‘RIYA Brand Astitva Study’.After months of fieldwork and analysis, PP marketing research firm Prastut Consulting distilled the brand essence that pivoted the design strategy and its execution by HB Designovations In RIYA’s ‘Discovery to Design Journey’ panel discussion, Ms. Soumini Basu, Leading Marketer, Ms. Sangeeta Agarwal, Founder Director, Prastut Consulting and Mr. Tuhin Verma & Ms Nidhi Verma, Founder Partners at HB Designovations LLP – who led the discovery to design journey of RIYA’s new identity. RIYA IS A STRONG BRAND AMONG THE INDIAN BUDGET PERFUME USERS, THEY HAVE LOVED THE BRAND FOR DECADES, WHAT ARE THE PRIMARY EMOTIONS THIS REBRANDING ACTIVITY OF RIYA MIGHT INSTIL AMONG ITS TG? PP Lead: Trust is the foremost emotion. The fact that quarter of a century old trusted brand RIYA is changing with times is good news for consumer and all stakeholders. Today’s consumer is well exposed to global media in fashion, beauty and fragrances space. Their own sense of higher self and happiness is the most powerful change in Indian society. The new logo echoes the same consumer change sentiment in society. Sangeeta: RIYA consumers have been introduced to the brand through a trusted family member or friend. They have seen it being used in their homes. Any change in the logo should be taking forward the strong legacy of the brand in a subtle and dignified manner. The new logo embodies these values through the design, font, colour and spacing used. It is not imposing; it is not bold or too over powering.Tuhin: At the heart of every brand is the desire to expand its universe of customers. For brands like RIYA which have a rich heritage and respect in the mind-space, heritage should not work as a deterrent for change. Behaviour towards brands keep changing when customers move up their own ladder (in life). Therefore, brands need to keep analysing their operating environments, their value propositions, reasons to believe and belong; and evolve as per the trends, expectations and desirability factors. Success is not in the destination but in the journey. Keeping this in mind the RIYA brand re-designing activity was undertaken. To further accentuate the confidence in the brand, expand its appeal-quotient, enlarge its customer universe and create refined brand experiences. WHAT ARE THE PRIMARY BUSINESS OBJECTIVES YOU WANT TO ACHIEVE WITH THIS REBRANDING ACTIVITY AMONG YOUR TARGET SEGMENT? PP Lead: RIYA has been present on Internet for quite some time and has been able to attract ecommerce shoppers quite well. This was long overdue to be acknowledged by the company and authoritatively present the brand in a completely new avatar on social media as well as ecommerce platforms. Fashion, beauty and fragrances’ shoppers will surely be served more of RIYA’s good value for money products to offer true joy in its experience. Sangeeta: The new logo is well suited to the digital consumer. Its artistic and modern design elements lend it a true class. The logo will stand out distinctly in the ecommerce space. WHAT ARE THE CORE VALUES OF THE BRAND “RIYA” THAT YOU WANT IN YOUR BRAND COMMUNICATIONS WITH ITS NEW IDENTITY?Sangeeta: Balancing of the inner world with the outer world results in happiness and brilliance that lasts which is in essence – the brand Astitva – radiance – the RIYA user radiate true happiness that fills up their world and those who are with them with joyfulness. Tuhin: RIYA’s Brand Essence has always been centred around “Radiance – A Brightness to radiate inside and out” which fills the lives of its users, makes them shine brighter, brings out their inner spark and manifests in spreading these vibes far and wide. Radiance is the feeling customers get when they interact with RIYA brands. We would like to retain this core of the brand while adding new enjoyable qualities like vibrancy, energy, positivity and Tarang into it that further strengthen the brand value proposition. RIYA brand communication will have the quotient of Shining Spirit, Positive Mood, having a positive Tarang when living life on own terms. WHAT COULD BE THE BUSINESS IMPLICATIONS THAT THE NEW IDENTITY WILL HAVE FOR RIYA? PP Lead: RIYA wants to grow 2.5 X in next eight quarters after successful completion of FY23. We believe the new identity will start the makeover process, launch series of new fragrance collections, gift ideas for different emotions on different consumption occasions; continue to appeal to our core constituency of mass market consumers Tuhin: Historically RIYA has been a general trade marketed brand with big onus on the super stockists’ and channel partners for reach and availability. However, the next era of brand marketing demands online presence and digital marketing of brands. In view of this and being part of the expanding online universe, it is only beneficial that RIYA takes this re-imagination and re-defining turn. Limitless opportunities as they say, RIYA should be prepared to reach far and appease a whole new generation of online shoppers. OFTEN REBRANDING ACTIVITIES LEADS TO MARKET CONFUSIONS REGARDING THE IDENTITY OF THE BRANDS ESPECIALLY FOR BRANDS AS WIDESPREAD IN DISTRIBUTION SUCH AS YOURS. WHAT ARE THE STEPS THE BRAND IS TAKING TO KEEP THE LOVE ALIVE AMONG THE USERS WHO HAVE LOVED THE OLD IDENTITY OF THE BRAND FOR DECADES? PP Lead: This is a very good question as we believe that one must respect the current brand assets in terms of visual identity and packaging language. Therefore, we have cautiously strategized design brief onwards, a process wherein the idea is evolution with modernity without pretending to be disruptive or esoteric ; or faking to be premium or luxury fragrance brand. You would notice that the typography looks almost the same but has little more (social) spacing and smooth rounded edges to evoke more fluidity and a move-on attitude. Sangeeta: Any drastic change in the logo would take away from the power of the