Business Description

ABOUT Purpos Planet

We Are Purpos Planet
Re-born as an outcome of restructuring our two-decade old legacy business, the idea of Purpos Planet envelopes encapsulates the transition from the former Reach Cosmetics to a full-spectrum FMCG business with new technologies, culture, and vision. Our products will bring happiness to your doorsteps in the forms of room air fresheners, deodorants, perfumes, underarm roll on, incense sticks.

Purpos Planet At A Glance

In a world grappling with uncertainties, Purpos Planet is a strategic response to new
lifestyle changes as people respond to the new challenges. We see transformations in the social, economic, digital, and cultural behavior of consumers. With a new focus on technology-driven FMCG sales & distribution, delivery, and consumer experiences, it aims for competitive, sustainable, profitable growth in deeper India.

Our Story

All about Purpos Planet becoming a Brand. In 1999, Odisha was battered by a Super Cyclonic Storm, Causing unprecedented damage to life and property. Among those uprooted by the devastating effects of this natural disaster were
our first-generation founders who had lost their talcum powder manufacturing business.

The adversity was such that it made them strive harder than usual to overcome this devastation. With immense courage and perseverance, they started reinventing their business by bottling up perfumes in a rented space- a humbling office-cum-warehouse at Old Delhi’s Sadar Bazaar.

Although nuances of strategic marketing were still uncharted territory for the founders, they managed to identify, select and blend perfumes with their natural instinct. In an attempt to introduce new fragrance experiences, They created exquisite fragrances in unique bottle designs at prices affordable to a wider section of society. We started with a spark in our eyes and an indomitable spirit to succeed. Over the past two decades, we have transformed the face of the company and in 2020, Being the parent company of RIYA, Purpos Planet journey has led it to become India’s leading perfume brand by volume & value.

Riya’s Unique Journey

1997-2000
- Purpos Planet launched our first-ever perfume brand Riya Partner, Desire, Rajanigandha in West Bengal
- Expanded to Bihar, Jharkhand, and other Eastern states
- Launched 50 ml SKU of key perfumes
- Highly anticipated Admire and Adorn perfumes were launched

2001-2004
- Bindas and Melody introduced pioneering display-cum-dispenser testers
- Much awaited Born Rich, Bawri, Jako, and Poizo were launched. Expanded to UP
market.
- Purpos Planet introduced SKU 100 ml for all perfume sub-brands. Extended into SKU 30 ml in
floral fragrances viz. Rose, Sandal, and Riya Ful
- Partywear perfume was also introduced by Purpos Planet. Bindas and Melody in new color packaging for two new variants respectively were launched.

2005-2008
- Purpose Planet introduced SKU 8 ml Roll-on across all perfumes
- Started new production facility in Haridwar -UK
- Supply chain was transformed to explore new growth opportunities across most
Indian states

2009-2012
- Riya brand was extended into Deodorants under respective key sub-brands
- Room Freshener in attractive glass bottle packaging launched in six refreshing fragrances
- Global outsourcing of packaging of perfumes which were launched under the brand names Blanche, Loving, Intense Gold, and Intense Dark
- Introduced Classico Black and Creator which continue to enjoy consumer preference

2013-2016
- SKU 20ml and 10ml perfumes and SKU 3ml alcohol-free Attar were introduced.
- Created India’s first INR 500/- price point by developing perfumes in eight exciting fragrances with world-class packaging.
- Introduced Riya no-gas deodorants and Riya Mist due to the popular demand.
- Test-marketed Riya Fruity Fragrance Soaps (Orange) at popular prices.
- Launched SKU 40 ml deodorant in air-space display - hanger streamer for key sub-brands
- Introduced Riya Air Fresheners

2017-2020
- Brand Riya now truly pan India except Kerala market
- Test-marketed devotional brand’s flagship product Incense Sticks in classical floral and sandal fragrances
- Ranked as India’s leading perfume brand in syndicated retail audit reports.
- Riya Fragrance Soaps test-marketed in new paper-wrapper packaging and new improved Room Air Fresheners launched in seamless aluminum cans.

Purpos Planet’s Convictions
1. People are created equal, they equally deserve the good life
2. Nourish everyone in the distribution channel for a healthy flow
3. Evolution is a natural constant process
4. Naïve people are extremely sharp to sense the price-value equation

Purpos Planet’s Principles
1. Erase Inequalities in society
2. Earn eternal trust to grow
3. Adapt and embrace new forces of change every day
4. Pride in frugality to serve customers better

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