India’s Fragrance Market Booms: Homegrown Brands Challenge Global Giants With Affordable Luxury

As India’s fragrance market continues to expand, homegrown brands are redefining the olfactory experience by delivering budget-friendly, high-quality perfumes and deodorants. Valued at roughly Rs 10,000 crores, the Indian perfume and deodorant market is on a steady rise, with perfumes accounting for Rs 4,500 crores and deodorants at Rs 5,500 crores.

Of this, the organised perfume sector, estimated at Rs 2,500 crores, is expected to grow at a CAGR of 12-13 per cent over the next five years. This festive season, local players are positioning themselves as formidable contenders, offering premium fragrances at a fraction of the cost of international luxury brands.

New Wave of Fragrance Accessibility
Samir Krishan Modi, Founder and Managing Director of Colorbar Cosmetics, highlighted the changing dynamics of fragrance preferences among younger consumers. He emphasised that the misconception about younger consumers prioritising only low prices no longer holds true. “Indian brands are rising to the occasion by introducing high-quality fragrances through various strategic approaches. Smaller packaging, such as travel-sized options, makes premium-quality scents more affordable and accessible,” he said.

By streamlining production and opting for direct-to-consumer e-commerce models, Indian brands are managing to offer global standards without the hefty price tags. "At Colorbar, our focus is on crafting modern, fresh, and vibrant fragrances that resonate with the younger demographic, helping them express their authentic selves without compromising on quality," Modi added. The festive season provides brands an opportunity to leverage competitive pricing and diverse offerings to appeal to buyers searching for value-driven gifts.

Everyday Luxury
Titan's SKINN brand, long a pioneer in India’s "Masstige" fragrance segment, has been a leader in the evolving market for premium-yet-affordable perfumes. Manish Gupta, CEO of Titan’s Fragrances and Accessories Division, shared insights on their latest launch, SKINN 24Seven, designed to elevate everyday moments with accessible luxury. "SKINN 24 Seven offers fine fragrances for every hour, every day, positioning itself as a lifestyle enhancer," Gupta stated.

The new range combines oceanic, citrus, floral, and fruity notes, offering versatility at competitive prices. Gupta noted the pan-India appeal for premium products at affordable prices: “With its combination of quality, affordability, and style, we aim to make premium fragrances accessible to a younger audience without compromising on quality.”

Youthful, Quirky, And Affordable
Stuti Sethi, Brand Lead at Plum BodyLovin’, revealed how Indian brands are successfully tapping into younger markets with travel-sized options and direct-to-consumer models. “We focus on localised sourcing of ingredients to reduce costs while ensuring premium quality,” she explained. Plum BodyLovin’s Hawaiian Rumba perfume—a beachy fragrance with a vanilla twist—has captured the youthful, quirky aesthetic younger consumers desire, priced at sub-Rs 300 to Rs 800, offering both affordability and exclusivity.

The brand stays ahead by keeping an eye on global fragrance trends, such as the growing popularity of caramel and pistachio notes, which have been incorporated into their Vanilla Caramello range. This allows Plum BodyLovin’ to compete with international luxury brands while maintaining a distinctly Indian identity.

Semi-Premium Approach
At Whiskers India, CEO Neeja Shah Goswami stressed the importance of optimising the supply chain to keep prices down while maintaining a semi-premium brand image. “We offer aspirational yet affordable fragrances that resonate with young, price-conscious buyers. Our strategy includes competitive pricing and a wide variety of scents, catering to personal preferences and gifting needs during the festive season,” she said.

Whiskers India uses local craftsmanship and festive promotions, such as discount codes and bundled deals, to attract consumers. By creating limited-edition products for the festive season, the brand enhances the exclusivity factor, effectively competing against international luxury labels.

Competitive Pricing and Luxury Scents
Lavie Luxe CEO Ayush Tainwala highlighted how his brand provides a diverse range of scents to fit consumer preferences during the festive season. "Our competitive pricing strategy, combined with high-quality ingredients and innovative packaging, allows us to position ourselves as affordable alternatives to international brands," Tainwala noted.

Natural Offerings
Pooja Nagdev, Founder of Inatur, emphasised her brand’s commitment to high-quality, natural fragrances at affordable prices. “We offer premium perfumes like Eau-De-Oudh Bahar and White Musk at just Rs 750, significantly lower than international competitors,” Nagdev shared. Inatur’s all-natural formulations, like the Shalimar Body Mist priced at Rs 399, resonate with younger consumers seeking value for money and eco-conscious products.

Luxe on a Budget
For Nisara, the essence of luxury is captured in high-quality ingredients and competitive pricing. “Our unique bottle designs and extensive range of perfumes allow us to meet younger buyers' preferences,” said Co-founder and CEO Tarvinder Pal. Nisara's digital-first approach, coupled with influencer partnerships, ensures the brand remains relevant and accessible, especially during the festive rush.

Accessible Luxury With A Variety
At Aqualogica, affordability meets luxury with the Refresh+ range of body mists. "We recognized that Gen Z consumers use body mists daily, not just for special occasions, so we focused on offering premium scents at an affordable price," explained Nidhi Mehta, VP of Marketing at Honasa Consumer Limited. By offering a diverse range of fragrance profiles, Aqualogica ensures that their products cater to varied tastes, particularly during the festive season.

Fragrance Boom: India’s Scent Surge
Sanjali Giri, Chief Business Officer at House of Beauty, noted, “The Indian fragrance market is experiencing an unprecedented boom, driven by evolving lifestyle preferences and an increasing focus on personal grooming. Fragrances have become a must-have accessory, propelling India to become the third-largest perfume market in the Asia-Pacific region.”

As Indian and global brands vie for dominance, Giri emphasised the importance of localization and strategic partnerships. She added, “We are excited to introduce Cosmic Kylie Jenner, the fastest-selling perfume of 2024, into this thriving market. With its elegantly designed bottles and captivating sweet, warm notes, this fragrance is tailored to meet India’s growing appetite for premium, versatile scents that suit any occasion."

Indian Brands Making Scents of Luxury
The Indian fragrance market, currently the third-largest in the Asia-Pacific region, is experiencing a transformative shift. Brands like Colorbar, SKINN, Plum BodyLovin’, and Inatur are not only keeping pace with international competitors but are doing so at a fraction of the cost. As the festive season approaches, their blend of competitive pricing, diverse offerings, and smart marketing strategies make them a powerful force in the market, appealing to both price-conscious and quality-seeking consumers. With high-quality ingredients, innovative packaging, and savvy promotions, Indian brands are creating a new wave of fragrance accessibility that’s winning over consumers across the country.

Tarannum Manjul

BW Reporters Indian Journalist with over two decades of experience in TV and print, writing on politics, governance, lifestyle and more