101 Guide: How to Start Your Own Fragrance Brand with Wisdom Fragrances

India’s fragrance industry is experiencing a renaissance. As consumers rediscover traditional aromas and experiment with modern blends, homegrown fragrance brands are gaining remarkable traction. One can trace the origin of perfume or also known in India as attar, back to the Indus Valley Civilisation. Archaeologists and excavators found remnants of a distillation apparatus. Though it is not verified but a few studies suggest that fragrance was used in religious practices, social customs, and domestic rituals. However, today the Indian perfume market is a booming industry.

The Evolution of the Indian Perfume Market 

India Perfume Market was valued at USD 281 million in FY2024 and will grow to USD 873.3 million by FY2032; exhibiting a CAGR of 15.23% during the forecast period between FY2025 and FY2032F. The perfume market in India is rapidly growing, driven by the country's increasing aspirational middle-class population, higher disposable income, higher propensity to spend on fragrances by the millennials segment of the population and changing lifestyle preferences of the consumers.

People are drawn to this space for multiple reasons — moderate investment requirements, emotional fulfilment, creative freedom, and the sheer excitement of building a niche brand. As the founder of Wisdom Fragrances notes, “India is finally rediscovering its olfactory heritage. People want fragrances that feel personal, local, and rooted in storytelling”. In this 101 guide, we break down the ABCs of how you can begin your entrepreneurial journey with a fragrance brand. 

Introducing Wisdom Fragrances and Its Founder

Established in 1993, Wisdom Fragrances is built on a deep-rooted passion for scent. The founder’s journey began decades before artisanal perfumery became a trend. “A fragrance is more than a product — it’s memory, mood, and emotion bottled,”  Sheetal Desai, the founder, shares. This philosophy laid the foundation for a brand that blends global-quality perfumery with an understanding of Indian skin, climate, and lifestyle.

Over the years, the brand has evolved into a multi-dimensional fragrance house, crafting perfumes, candles, reed diffusers, and bespoke olfactory identities for corporates, real estate groups, and hospitality spaces. One of its biggest milestones came when Wisdom created a signature scent for a leading real estate group. The founder recalls, “That was the moment I realised the true power of a well-crafted scent — it becomes part of someone’s environment.” Another breakthrough moment arrived when Wisdom’s reed diffusers unexpectedly gained popularity. A single exhibition led to an order for 150 diffusers, cementing the brand’s entry into large-scale B2B demand.

What You Need to Know Before You Start

What kind of person fits this space:

• Curious and observant
  

• Loves smelling and evaluating scents
  

• Emotionally intelligent and sensitive to detail

• Adventurous and patient

As the founder explains, “Fragrance making requires sensitivity to detail and a genuine feel for people.”

Helpful Skills and Knowledge

• Understanding fragrance notes and evaluations
  

• Sourcing raw materials
  

• Blending techniques
  

• Packaging knowledge
  

• Branding and storytelling

• Basic regulations and compliance
  

Is It Scalable?

• Yes — many founders begin small and scale through sampling, exhibitions, and corporate demand
  

• Becomes a full-time venture once there’s steady demand across 2–3 channels
  

Brand Identity

USP of Wisdom Fragrances:

• Emotion-driven perfumery built on rituals, moods, and memories
  

• Long-lasting formulations tailored for Indian skin chemistry
  

• Global-quality standards

• Storytelling-led approach across perfumes, candles, and home fragrances
  

In the founder’s words: “We create luxury in experience, global in profile, long lasting on Indian skin, and always crafted to match your mood.”

Target Niche

• Modern Indian consumers seeking accessible luxury
  

• Real estate developers
  

• Corporate clients
  

• Hospitality and gifting segments
  

The Setup 101

Initial Setup Requirements:

• Glassware and measuring tools

• Perfume concentrates and solvents
  

• Bottles, sprayers, and labels
  

• Clean room for blending
  

• GST registration
  

• Basic cosmetic compliances
  

• Proper labelling norms
  

• Manufacturing licence (if making in-house)
  

Approximate Investment

• Entry-level: Rs. 10 lakh
  

• Can scale up to Rs. 5 crore depending on product range and ambitions
  

Pricing and Positioning

How to price your products:

• Raw material purity
  

• Packaging quality
  

• Brand positioning
  

• Logistics and handling
  

Common Mistakes

• Underpricing out of fear of competition
  

• Choosing packaging based only on aesthetics
  

• Lack of clarity on the target audience
  

• Overproducing early

“I once launched a luxury fragrance without defining the audience. Even the best fragrance needs the right positioning,” the founder admits.

Where to Sell

Ideal Sales Channels:

• Instagram + website for discovery
  

• Exhibitions for sampling
  

• Boutique stores for visibility
  

• Corporate gifting for volume
  

• E-commerce platforms
  

Time to First Sale

• Usually, early traction comes from sampling
  

• As the founder emphasises, “Sampling is everything. Let people smell your product.”
  

Building Early Visibility

• Founder-led content
  

• Ingredient education
  

• Mood-based storytelling
  

• Testimonials and real user feedback
  

Marketing Playbook

Content That Works Best:

• Behind-the-scenes blending
  

• Mood-based narratives
  

• Aesthetic flatlays
  

• Founder-led fragrance education
  

• Customer reviews
  

Low-Cost Marketing Ideas

• Short-form reels
  

• Unboxing videos
  

• Pop-ups
  

• Flea markets
  

• Word-of-mouth
  

Importance of Packaging and Community

• Packaging sets expectations before the fragrance even opens
  

• A strong visual identity builds brand memory
  

• Wisdom’s signature black packaging is now instantly recognisable
  

Mistakes to Avoid

Common Pitfalls:

• Rushing the formulation process
  

• Ignoring packaging compatibility
  

• No defined audience
  

• Skipping testing
  

• Overspending on initial inventory
  

What Not to Spend On Initially

• Large inventory
  

• Expensive retail setups
  

• Unnecessary SKUs
  

• Premium packaging before locking in formulas
  

Growth & Scale

When Can It Become a Full-Time Business?

• Once there’s stable demand across multiple channels
  

• Typically takes 12–24 months
  

What Scaling Looks Like

• Bulk orders
  

• Boutique placements
  

• Corporate gifting
  

• Expanding SKUs (perfumes, diffusers, candles)
  

• Retail stocking
  

• Sensory studio or experience centre
  

When to Build a Team

After establishing:

• A strong website
  

• A backend operations team
  

• At least one fragrance expert
  

• Reliable logistics
  

• A marketing team for social and performance advertising
  
  

Are you a founder or entrepreneur ready to spotlight your homegrown brand? Nominate them now for Local Samosa’s third edition of Brands to Watch Out For in 2026 Now!