In India, our lives are often filled with beautiful fragrances. These scents come from many places: the aroma of spices, a pot of chai bubbling away, flowers being sold in bustling markets, or the sweet smell of incense from temple corners. These elements create a unique harmony of scents that enrich our homes and daily experiences.
<h4 class="sub_head">Scent and Memory</h4>
<p>Fragrance holds a special place in our memories, acting as a powerful reminder of experiences and places. This connection has sparked a rise in Indian-origin perfume brands that are gaining popularity. I chatted with Sai Pogaru from Rahasya Fragrance, a new brand that caught my attention during my visit to Selfridges in London.</p>
<div class="article-picture">
<div class="picture zoom-img">
<img src="https://th-i.thgim.com/public/life-and-style/4ms24t/article71317042.ece/alternates/FREE_1200/Founders.jpg" alt="Founders of Rahasya" class="lazy" width="100%" height="100%"/>
</div>
<p class="caption">Founders of Rahasya (from left) Sachit Sood, Utkarsh Vijayvargiya, and Sai Pogaru.</p>
</div>
<p>“Scents remind us of travel and adventure. They can take you back to a moment in time,” Pogaru shared about the aromas in his collection, like ‘Hill Station’, which captures the essence of escaping to the mountains during the heat of summer.</p>
<p>Pogaru co-founded Rahasya with friends after leaving their corporate jobs. They now aim to bring their brand to various global markets, including the U.S. and the U.K. Soon, they also plan to reach Australia and India. “India is full of energy and creativity. It's amazing to witness how our culture is evolving while still holding on to its roots,” Pogaru reflected.</p>
<p>As they draw inspiration from their upbringing in diverse locations like the U.S. and Australia, their fragrances reflect their unique perspectives on India. For example, the scent ‘Rickshaw Rhythms’ evokes memories of rickshaw rides in Chennai, capturing the essence of coconut and sea breeze. Another fragrance, Oud Mangifera, celebrates the joy of enjoying juicy mangoes in the warm summer sun.</p>
<p>“Our memories often stem from little cultural moments. This nostalgic view, while romanticized, gives a special lens to how we see India,” Pogaru noted.</p>
<h4 class="sub_head">Celebrating Delhi</h4>
<p>My scent journey continued with Sept Fragrances, a fine fragrance brand inspired by both Paris and Delhi, created by Tanya Khurana, a former fashion creative. The brand is named after her home in Paris and embodies her years spent living there. After returning to Delhi during the COVID-19 pandemic, she found herself drawn back to her roots.</p>
<div class="article-picture">
<div class="picture zoom-img">
<img src="https://th-i.thgim.com/public/life-and-style/s2fwpn/article71317043.ece/alternates/FREE_1200/TANYA_KHURANA.jpg" alt="Tanya Khurana, founder of Sept Fragrances" class="lazy" width="100%" height="100%"/>
</div>
<p class="caption">Tanya Khurana, founder of Sept Fragrances.</p>
</div>
<p>At a recent yoga event in London, I discovered her fragrance called ‘Lores’, which is a tribute to Delhi’s deep and varied history. “I wanted to capture the essence of my home in this fragrance, blending sandalwood with hints of cinnamon and caramel to showcase Delhi's richness,” Tanya explained.</p>
<p>Tanya works with her Parisian fragrance studio to create scents that celebrate Indian ingredients, like the ‘Rose Caravan’, a light yet vivid fragrance grounded in traditional elements but reimagined in a modern way.</p>
<p>Her brand stands out not just for its scents but also for its contemporary aesthetic, inspired by cultural references, such as the film *Darjeeling Limited* by Wes Anderson.</p>
<h4 class="sub_head">Leading the Way</h4>
<p>Other brands have paved the way for this fragrant renaissance. Ben Gorham, the founder of Byredo, created ‘Mumbai Noise’ as a nod to his roots in India, while D.S. & Durga has captured the spirit of Bombay with scents like ‘Radio Bombay’. Similarly, Soma Ayurvedic translates Indian scents into delightful perfume oils, while Ruhveda combines traditional craftsmanship with modern appeal.</p>
<h4 class="sub_head">Beyond Borders</h4>
<p>Brands like Rahasya and Sept Fragrances aim to reclaim and showcase the richness of Indian scents that have often been utilized by larger international brands. “We want to highlight that these ingredients originate from India and showcase them in a new light,” Pogaru stated.</p>
<p>Khurana adds, “Our fragrances are crafted for everyone—not just those looking for Indian perfumes. People from different cultures resonate with these scents, evoking personal memories of gardens and culinary delights.”</p>
<p>With each new fragrance, the idea of perfume as a universal language expands. For instance, Tsu Lange Yor’s scent evokes feelings tied to faraway cultures, showcasing how the beauty of fragrance transcends borders and brings people together. By focusing on the everyday and unique, these new Indian brands are crafting stories that are both personal and globally relatable.</p>
<p><i>This column explores India's growing influence worldwide through various cultural lenses.</i></p>
<p><i>The author is an independent journalist based in London, focusing on fashion, luxury, and lifestyle topics.</i></p>