KATHMANDU: In today’s world of first impress-ions, smelling good is as important as looking presentable, and Yardley London understands this very well. Yardley, a supplier of quality fragrances and soaps, has been enhancing personalities for more than two centuries now. Ramesh Khetan, CEO at Nepal Overseas Marketing Co Pvt Ltd (NOMCPL), authorised distributor of Yardley, says, “Before we introduced Yardley to Nepal, customers used to get the products in small quantities from abroad through personal contacts, as they loved its rich and luxurious fragrance. But all that changed when we brought the brand to Nepal in 2010 and made it easily available.”
Yardley London, considered one of the oldest companies in the world, is a traditional British soap and perfume brand. Established in 1770 by William Yardley, Yardley London was a major producer of soap and perfumery by the beginning of the 20th century. The brand has two Royal Warrants and prides itself on its wide range of quality floral fragrances and ancillary products. Inspired by England’s diverse and varied flowers, Yardley London specialises in the creation of fragrances that are based around one or two key linear notes that remain constant throughout the fragrances. Its product range consists of perfumes, bath and body luxuries, skin care, and hair care products.
In Nepal, NOMCPL has introduced more than 20 different Yardley products for both the sexes, including talcum powder, soap, hair cream, Eau De Toilette (EDT), body lotion, bath and shower cream, body spray, luxury soaps, et cetera.
“Talcum powders, soaps and body sprays are most preferred items,” informs Khetan. Yardley talc is available in seven different fragrances: English Lavender, Red Roses, Sandalwood, Gentleman, Original, Jasmine and English Rose. It costs Rs 250 for 100 gm and Rs 450 for 250 gm.
Similarly, Yardley body spray comes in seven different essences in 150 ml and 200 ml bottles which cost Rs 225 and Rs 242 respectively. A 100 gm Yardley luxury soap costs Rs 110, while a three piece set costs Rs 272. Yardley EDT is available in bottles of 100 ml and 125 ml, which cost Rs 800 and Rs 900 respectively. Customers wishing to present the fragrance to others can go for the EDT gift pack available for Rs 1,000.
According to Khetan, Yardley has presently captured five per cent market share and they are making maximum efforts to increase
their foothold. NOMCPL has 42 distributors across the country, ensuring buyers have easy access to the products. Elaborating on the competitive market, Khetan says, “Presently we are emphasising on branding and marketing. We train our distributors and the sales team so that they can make customers more aware about the brand and its quality. We are also collecting customers’ feedback and adding one or two new products every year based on it.” To further attract customers, the company provides special offers on its products during festive season. As a marketing strategy, NOMCPL is advertising in magazines and putting up hoarding boards. The company also plans to come up with new schemes and sponsor events to make their presence felt.Stating that it is a bad time for business, Khetan says, “Instable
government is hampering every sector, including trading. We are unable to cater to the increasing demand because of insecurity.” Other problems faced by the company are illegal import and counterfeit products. Khetan explains, “As authorised distributors, we import products after clearing all charges, but some traders import without paying required custom charges. That directly affects the retail price and the smooth running of the business in the long run. Duplicate products brought in from China are also killing the market.” Stressing on
the need for strict monitoring from the government along the border areas, he says, “Stable government and consensus between government and the business community will help expand the business further and generate revenues.”
Still, Khetan is hopeful about the brand’s future in Nepal, as he says, “Conscious customers opt for branded products, as they are worth the investment.”