People of India have embraced Riya for its world-class quality and unique fragrance in last 25 years

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 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 in 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,
Purpose 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 on its quality. This makes Riya different from other brands in the
market. Interestingly, we never spent a penny on advertising. People of India have
embraced Riya for its unique fragrance and world-class quality in the last 25 years.”

In 2019, Purpose Planet was founded to restructure, diversify, and grow the brand Riya with
its offices in Kolkata and New Delhi. Currently, the brand is into perfume, deodorant,
room fresheners, and air fresheners. They are aiming to intensify their business where they are
already present and expand to areas that 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’s market share by value has consistently grown in the
last three years. At an MS value of 10.8% in YEC 2021, it is reportedly ahead of other top players
Hinterland, wherein Riya has a strong focus, performed better than urban India according to
our feedback in the 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”.