The scent of home: how Indian diaspora fragrance brands are bottling memory
A new wave of Indian-origin fragrance brands is emerging globally, aiming to capture cultural memories and the essence of home through scent. Founders of brands like Rahasya are leveraging their diverse backgrounds to create products that resonate with the Indian diaspora and international markets.
Why it matters
This trend highlights the growing influence of the Indian diaspora in the global luxury and niche consumer goods market.
As Indians, we have this wonderful quality where fragrance fills our homes, our lives. It is in the hair of someone walking past us, a temple around the corner with its incense burning bright, a pot of chai boiling, a crowded fish market, or a bustling flower market filled to the brim with strings of tuberose, jasmine, lilies, and carnations.
Scent is our superpower. It is also perfectly interlinked with memory. So, I wanted to turn my attention to the rising number of niche Indian-origin fragrance brands cropping up around me.
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