Flying Trade Group is taking its Surya wholesale brand into non-food fmcg via its new Surya Health, Wellness & Beauty arm.
The sister operation of Surya Foods is making its debut in the mults with Diva by Harper, a home fragrance brand created in time for Diwali, which this year falls on 7 November.
The lineup of decorative candles, tea lights and diffusers are available across three “time-honoured Indian fragrances, but with a contemporary twist”: Indian Rose, White Jasmine and Cinnamon Spice.
Rolling out to Morrisons and Asda, each item is “keenly priced to tap the affordable luxury market”, with rsps ranging from £2 to £7.
Diva by Harper was the first UK brand of its kind to create a collection specifically for the Hindu festival of lights, claimed the brand’s founder, Harper Dulai.
“One of the key ways of celebrating Diwali is through the lighting of candles,” she said. “While many homes make use of basic tea lights or traditional imported products, up until now there hasn’t been any UK range specifically catering to this much-loved ritual.”
Surya Health, Wellness & Beauty intends to launch more seasonal fragrance ranges from Diva by Harper, as well as a subscription service for the brand.