According to the company, Floralis was first introduced through a limited soft launch to gauge consumer response.
Yardley London has entered India’s premium air care market with the launch of Floralis, a new home care sub-brand, as it looks to extend its fragrance expertise beyond personal care and tap into the growing demand for premium fragrance experiences across households.The brand, part of the Wipro Consumer Care & Lighting portfolio, will initially offer air fresheners and plans to expand into car perfumes and other home fragrance products over the next six months.“Post-Covid, fragrance has become much more important. It is no longer limited to personal care but is finding its way into bathrooms, bedrooms, cupboards, cars and offices. That gave us the confidence to enter the home care category,” said Manish Vyas, Business Head, Yardley & Enchanteur (India).According to the company, Floralis was first introduced through a limited soft launch to gauge consumer response. 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 its traditional talcum powder and soap portfolio into more than 12 product categories and over 50 SKUs. The company said the brand has grown 31-fold over the past 17 years through category expansion and a fragrance-led premiumisation strategy.Vyas said the company’s strategy has been to create premium fragrance-led offerings across categories such as hand wash, shower gel, body lotion and roll-ons, where fragrance was traditionally considered a secondary benefit. He added that the company sees home care, perfumes and talcum powder as its key growth drivers going forward.The company has also invested over ₹100 crore in expanding its manufacturing facility at Tumakuru, Karnataka, adding capacity, automation and new production lines to support future growth of its fragrance portfolio.Vyas added that while deodorants have seen slower growth, consumers are increasingly shifting towards perfumes, with the company’s perfume portfolio recording multi-fold growth from a small base. He also noted that quick commerce has emerged as one of Yardley’s fastest-growing channels, accounting for nearly half of its e-commerce business.Published on August 5, 2026
