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Following the scent: Niche perfume makers see mass-premium market beyond deos

Livemint · 8m ago

Medial

Niche Indian home and personal care companies are targeting the mass-premium segment of the fragrances market, offering high-quality, affordable alternatives to international brands. Isak Fragrances and Boond Fragrances are expanding their product ranges and educating consumers on the different types of fragrances. Other companies, such as Plum and Renee Cosmetics, are also capitalizing on the opportunity. However, the market remains fragmented and unorganised, making it challenging for brands to establish themselves and combat fakes and clones. Despite this, the interest in specialty fragrances, particularly among younger consumers, is growing rapidly.