A legacy rooted in sacred rituals has transformed into a flourishing lifestyle fragrance business with the brand IRIS Home Fragrances, part of the NR Group. Lalunched in 2008, IRIS has reimagined how Indian homes engage with scent—moving from incense sticks in puja rooms to reed diffusers, aroma candles, vapourisers, and wellness-oriented ambient scents as central elements of decor and emotional wellbeing.
IRIS builds on a family heritage that stretches back to 1948, when N. Ranga Rao began producing Cycle Pure Agarbathi in Mysuru. Under the leadership of cousins from the third generation, especially Kiran Ranga, the company is combining traditional perfumery and modern design. Kiran, trained in business and perfumery abroad, saw early on that as Indian homes evolved with new décor sensibilities, air conditioning, and greater focus on wellness, there was an opportunity to extend fragrance into everyday living spaces.
The brand now offers over 350 SKUs—handcrafted smokeless candles, elegant diffusers, fragrant sachets, oils, potpourri and specialty incense including outdoor variants like lemongrass and citronella. IRIS products are stocked in nearly 9,000 retail outlets across 35 cities, found in boutique home décor stores, bookstores, hypermarkets, e-commerce platforms, and also quick-commerce and gifting channels. The Indian home fragrance market is currently valued around ₹2,550 crore, and IRIS holds a roughly 35% share of the organised segment.
IRIS is part of a larger fragrance ecosystem under the NR Group: Cycle Pure Agarbathi continues its legacy in incense; Ripple Fragrances houses IRIS and Lia (affordable home and car air-care), while NESSO focuses on natural floral and herbal extracts. IRIS is also pushing forward with new formats, including ultrasonic diffusers, aroma towers, and smart fragrance systems that allow mood-based, tech-enabled control of ambience.
Though competition in the home fragrance sector is intensifying, with brands like Ekam, ISAK, and House of Aromas, IRIS is betting that its deep tradition, integrated supply chain (from raw extraction to design), and its positioning at the intersection of wellness, aesthetics, and ritual give it a strong edge. As Indian homes continue to embrace holistic experiences, IRIS is pushing to make fragrance not a luxury indulgence but an essential, everyday companion.
