The 200-year-old Yardley brand—once a mustbuy for those returning from an overseas trip— will soon be made in India.
Yardley also plans to unleash a range of products like deo-sprays, perfumes, soaps, talcum powder and after-shave lotion in India.
The Dubai-based Lornamead, which acquired the Yardley brand in September 2005, sees the India’s retail segment focuses too much on its the middle class rather than the ‘exclusive customer’ market. Country head Sriram Prasad feels that the company will be able to enter the Rs 7,000-crore personal care segment successfully, due to Yardley’s exclusiveness and brand familiarity.
“There is a latent demand for Yardley’s products because of the brand and people want to try it.’’ The $220-million personal care company is launching new products including a complete new range of products for men and a new range of ‘Spa’ products aimed at the traveller.
The company has invested around Rs 25 crore for research and development for its Indian line of products. Almost all its product offerings have been customised for the Indian consumer. “People here like stronger, more flowery scents that last longer. So we have had to customise almost all the products for the Indian market,’’ Prasad said.
Lornamead expects to sell over 60 lakh units of soaps in the next 12-16 months, which Prasad said is crucial for the company to determine the localisation pattern of Yardley’s entry. The soaps are to be priced around Rs 35, with the aim to attract grey market customers who now pay double that price.
Before Lornamead acquisition, Yardley was available in India through Bond Street Cosmetics, a licencee.
“We want to buy all the licences of Yardley worldwide and make it a global consolidated brand,’’ Prasad said. The company is also planning to launch another heritage brand, Finesse (a hair-care brand) by the end of October, after test marketing the product in Delhi.
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