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Inside India’s Niche Fragrance Takeover

A new crop of local perfume brands are reclaiming indigenous ingredients and reviving ancient fragrance-making techniques. But will that be enough to entice Indian consumers to swap international luxury perfumes for perfumes made at home?
A woman sitting in a field of flowers
Modern-Indian fragrance brands are re-imagining and reclaiming local, indigenous ingredients to bring forward a new perfumery language to the fragrance industry. (LilaNur Parfums)
By
BoF PROFESSIONAL

Arjun Sampath, founder of Indian-based skincare and perfume brand Soma Ayurvedic, believes the topography of his motherland including its soil culture, altitude and humidity, make it home to some of the most supreme quality ingredients across the globe. Fittingly, Soma Ayurvedic’s Mysur Sandalwood perfume oil is made using sandalwood sourced from Kerala and is formulated in Kannauj, an Indian city where the ancient art of perfumery and attar-making predates modern fragrance-making techniques used by behemoths Firmenich and Givaudan.

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Further Reading

Can Global Brands See Beyond Bollywood in India?

Actors are a particularly effective way of reaching Indian consumers, but fashion brands should consider widening the net to include other famous faces like local musicians, athletes and celebrity influencers, say marketing experts.

The Future of Indian Beauty and the Next Generation of India-Focused Beauty Founders, Innovators and Creators

At the second annual BEAUTY&YOU India Awards, created by The Estée Lauder Companies’ New Incubation Ventures in partnership with Nykaa, nine brands and creatives representing the future of Indian beauty, innovation and creativity were awarded cash grants and mentorship. BoF also hosted a series of panel talks with some of India’s most celebrated creatives and entrepreneurs, including Katrina Kaif, Lakshmi Menon, Bandana Tewari, Anaita Shroff Adajania, Diipa Büller-Khosla, Masaba Gupta and Anita Lal.

About the author
Akanksha Kamath

Akanksha Kamath is a contributing writer at The Business of Fashion. Based in London, England, she is a writer and creative consultant with a focus on fashion, culture and arts.

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