Yardley Launches Floralis to Enter India's Premium Air Care Market

The brand will initially offer air fresheners and plans to expand into car perfumes and other home fragrance products over the next six months. Manish Vyas, Business Head of Yardley & Enchanteur (India), said post-Covid, fragrance has become more important and is finding its way into bathrooms, bedrooms, cupboards, cars and offices, giving the company confidence to enter the home care category. Floralis was first introduced through a limited soft launch to gauge consumer response, and despite a restricted product range and minimal marketing investments, the home care portfolio already contributes around 6 per cent of Yardley's business.

Since Wipro Consumer Care acquired Yardley in 2009, the brand has expanded from talcum powder and soap into more than 12 product categories and over 50 SKUs, growing 31-fold over the past 17 years. The company has invested over ₹100 crore in expanding its manufacturing facility at Tumakuru, Karnataka, adding capacity, automation and new production lines.