Fragrances as the name suggests, have a typical floral accord as their foundation and can range from green, fruity, aldehydic to aquatic. While oriental fragrances have a dense spicy and balsamic accord at their core, it is the Chypre fragrances that have a fresh citrus and mossy accord at their core. With the world finally waking upto the business of fragrances, perfumers have now started creating fragrances which on one hand are exclusive and elite, while on the other are pertinent to human olfactory emotions.
With recent psychological tests showing that people who use fragrance regularly have a more positive attitude towards socialising and are more socially skilled than those who are bereft of it, it is no wonder that the industry of fragrance has now reached a crescendo which speaks volumes about the potential that this market has. The fragrance industry in India is still very small in terms of global comparison. Primarily driven by growing trend towards consumer urbanisation, higher spending capability and increased self awareness, the fragrance industry in India is growing at a guesstimate of 20 -25 per cent
Becoming a full blown business from a scientific concoction of smells, Perfumery now involves major players creating pertinent fragrances for personal, home and commercial use and look into the varied aspects of mixing business with science to bring out the pertinent combination. Now the business of fragrance is more than just mixing two or three different smells and coming out with a new flavour and has become more deep researched wherein a fragrance is created after looking into the target consumer segments, demographics like age, region, preference and cultural connect which is then intermingled with the science of perfumery to create pertinent smells, which after going through many trials and look-ins are thus presented to the clients for their perusal.
Of all the verticals of perfumery creation, creating fragrances for home use is the easiest with a varied set of perfumes for home use available in the market. While the home is the focal point of all positive energies in one’s life, it is absolutely pertinent to deck up one’s home with luxurious home scents which add a special touch to the getup of the house. For the same, a varied range of fragrances are available in the market which while alleviating the décor of the home, also adds positive energies around. While for the living space, fragrances of Cinnamon and Jasmine bring the energies of possibilities, hope and confidence; the use of Lavender brings down negative emotions like frustration, irritability, anxiety and panic.
The next upcoming frontier for the fragrance industry of the country is to create customised fragrance brands for retail and hospitality verticals which known as ‘Signature Fragrances’, allows for the creation of an inherent fragrance especially customized for the business utility based on the company’s brand, its culture and ethos. By inculcating a range of fragrant oils, reed diffusers, vaporisers, fragrant stones, aroma candles and potpourris, fragrance companies are increasingly bringing a larger market under its purview, which will go a long way in establishing the Indian fragrance market as one of the dominant entities in the world fragrance market.
One particular aspect of the evolving perfume market of the world is the opening up of exclusive fragrance experience zones wherein prospective consumers can come in and experience different fragrances and choose the ones which suit their sensibilities the best. A new concept in the Indian fragrance market which was once only dominated by static fragrances, these fragrances experience zones add on to the olfactory experience of the consumers and help them in opening up their sensory perceptions. Expecting these stores to generate business up and above the traditional mediums, these stores are looked in as the catch for the future and thus are viewed as the major money-spinners for the fragrance industry in the times to come.
In today’s times fragrances are not just about aromas but is also about making the environment look aesthetically and visually appealing. Gone are the days where fragrances used to come in glass vials and used to be corked in to retain its freshness and longevity. In today’s scenario it is visually appealing products like reed diffusers, fragrance vaporizers, potpourri mix, fragrance sachets and aroma candles which create that special aura around fragrances. Available in different moulds and utilities, designing has also become one of the most important aspects of the fragrance business wherein organisations and business utilities are more and more employing lead designers to create a signature line of products which speak volume about the customisation aspect of the product. Carrying niche’ decorative value, the accessories to the fragrances have now become equally important to the smells, if not more valuable.
These trends show a growing enlightenment and acceptability of the business of perfumery and goes to show its relevance in today’s faster evolving world. Coming up from the days of yore where fragrances was just about smelling great, the business of perfumery has now taken quantum steps in establishing its worth in the global market of smells and fragrances. And with Indian companies at the forefront of this perfumed business, the time is not far that the country will establish its supremacy in the world fragrance market. While in today’s times the application of perfumes is restricted mainly to the SEC A+ consumers, the time is ripe for its growing application and acceptance in the SEC A, SEC B+ and SEC B consumers as well. As is famously said, “Perfumes are the signature which every man possesses”, the time is pertinent for the perfume industry of India to sit up and dominate the world market like it did in times of kings and emperors.
The author is the founder and managing director of Ripple Fragrance Pvt. Ltd