Indian Fragrance Brand Breaks Barriers To Compete With Global Giants

In a landscape traditionally dominated by international brands like Gucci and Victoria's Secret, an Indian fragrance house is making waves. Pulkit Malhotra and his brother founded the company, has launched a high-end fragrance line priced between 10,000 to 15,000 rupees, boasting higher concentrations and dosages than many of its global competitors. This move marks a significant milestone as they become the first Indian fragrance house to create and control their formulas entirely in-house.

Breaking the Cartel

Entering the Indian fragrance market was no easy feat. Malhotra revealed the challenges faced in an industry controlled by three major distributors operating like a cartel, making market entry for new brands nearly impossible. Despite the prevalent perception that Indian brands should cater to the lower price range of 400-500 rupees, Malhotra and his team remained confident in their high-quality products.

"The common feedback was that Indian brands couldn't command premium prices," Malhotra shared. "But we believed in our product and persevered."

Initial Breakthroughs

Their persistence paid off when they secured their first significant retail opportunity with Sketchers, where their products quickly climbed to the top three in sales. Further success followed at New Delhi's domestic airport, where they ranked as the number one brand in volume and among the top in value. This recognition diminished the control of the major distributors, opening more retail doors for the brand, including the prestigious Goa duty-free shops.

Rising Trends and Online Retail Challenges

Malhotra also discussed the broader industry trends, noting a growing acceptance of Indian brands. "It's satisfying to see customers opening up to Indian products," he said. "We took the plunge as the first Indian brand in this space, and now there are numerous others following suit."

However, he pointed out the challenges of online retail platforms like Nykaa and Reliance's Tira, which tend to favour established brands. "It's a vicious circle," he explained. "Many good Indian brands struggle to get listed simply because they haven’t proven their sales potential yet."

Sustainability Efforts

The company is committed to sustainability, sourcing raw materials through sustainable practices and striving to reduce plastic usage in its production process. While they admit to not being completely plastic-free, they are making concerted efforts to minimise their environmental impact.

Global Ambitions

Looking ahead, Malhotra shared his vision for 2024 and beyond: taking the brand global. "We are in talks with international duty-free retailers," he revealed. "It's our dream to see Indian fragrances represented alongside French giants on a global stage."

As they continue to innovate and expand, this Indian fragrance house is not only breaking barriers but also reshaping the narrative around Indian luxury brands in the global market.