Mysore Deep Perfumery House (MDPH) with its flagship brand, Zed Black, consistently ranked among the Top 3 incense sticks manufacturers in the country has announced the launch of its new Direct-to-Consumer (D2C) brand, Orva. This significant launch marks a strategic expansion into the Home & Hygiene market by transforming the fragrance industry with a diverse range of products designed for an exceptional sensory experience. Focusing on eco-friendly and vegan offerings, Orva caters to the growing demand for sustainable and cruelty-free options with its diverse range of vegan products, including essential oils, reed diffusers, handwash, air fresheners, and more in the current fiscal.

Mr. Ankit Agrawal, Director, MDPH and Zed Black, “We are thrilled to introduce Orva, a brand that embodies our commitment to sustainability and innovation. Our new product lineup caters to the increasing demand for eco-friendly and vegan options in the home and hygiene segments with a biggest range of affordable luxury fragrance offerings. We are optimistic about our growth prospects for FY25. With our new product categories and a strong focus on market trends, we are confident in achieving our revenue targets by continuing to invest in product development, expanding our distribution channels, and strengthening our brand presence in key markets across the globe”.

Expanding Digital Footprint with Orva

The launch of Orva is a pivotal part of Zed Black’s strategy to expand its digital footprint. The introduction of the new e-store ‘Orva Home’ enhances accessibility and convenience for customers, allowing them to explore and purchase Orva products directly from the comfort of their homes. This platform aims to offer a seamless shopping experience and foster a direct connection with consumers.

Ambitious Growth Plans for FY25

In addition to the launch of Orva, Zed Black has set ambitious growth targets for FY25. The company aims to surpass Rs 725 crore in revenue, driven by strong performances across all divisions with a particular focus on the Home & Hygiene segment. Zed Black has reported a growth rate of 13% in FY23 and 14.2% in FY24, underlining its steady and organic expansion.

Geographical and Product Expansion

Zed Black’s extensive distributor network, comprising over 3,500 authorized distributors and 34 depots across India, ensures robust market penetration and swift product delivery. The brand is present in over 750,000 retail counters across the country and exports to more than 40 countries, with plans to expand this to 100 countries.

Anshul Agrawal, Director, MDPH & Zed Black further added, “Our robust distribution network ensures that we can deliver our products swiftly and efficiently across India. We are also focused on expanding our international footprint, intending to export to 100 countries. With an ambitious target to reach a top line of Rs 1,000 crore by FY27, Zed Black is leveraging its three main growth drivers Agarbatti & Dhoop category, puja essentials and hygiene category”. The fragrances market in India is anticipated to generate a revenue of $316.90 million in 2024, according to a data analytics platform. Over the following years, the market segment is projected to experience a steady annual growth rate of 1.49%, reaching an estimated value of $338.20 million by 2028.

Orva is set to revolutionize the fragrance market with its diverse range of products, designed to offer a superior sensory experience through the purest and most exquisite fragrances. Orva Hand Wash, available in four exciting fragrances—Fresh Pineapple, Mandarin Orange, Neem & Lemon, and French Aqua—ensures optimal hand hygiene while delighting the senses. The Vaporizer Oil range, available in soothing fragrances like Bergamote, Jasmine, Sandal, Lemongrass, Rose, and Lavender, fills any space with natural aromas that promote relaxation, mood enhancement, and air purification. Orva’s 100% pure and natural essential oils, meticulously crafted, offer therapeutic benefits and a sensory experience that uplifts the mind, body, and spirit. With scents ranging from the rejuvenating Rosemary and calming Lavender to the energizing Orange and cleansing Tea Tree, Orva ensures a tranquil and revitalizing ambience. And from the soothing scent of Apple to the warm embrace of Cinnamon, and the refreshing Citronella to the enchanting Jasmine, the Reed diffuser series offers therapeutic benefits for promoting mental well-being. Through these premium offerings, Orva caters to a conscientious consumer base, seeking high-quality, eco-friendly, and cruelty-free products across categories.

Zed Black is enhancing its online presence on platforms like Flipkart, Amazon, and its own newly launched e-store www.orvahome.com. This strategic move by MDPH signifies its aim to become a staple in every household’s monthly purchase basket by offering products catering to various needs & preferences.