---
title: "Reclaiming the Olfactory Heritage of the Indian Diaspora"
url: https://projectchintan.com/article/indian-diaspora-fragrance-brands-reclaiming-scent-memory-4ppts
publisher: Project Chintan
author: Project Chintan Newsroom
published: 2026-08-07T11:08:11.000Z
modified: 2026-08-07T14:01:51.821Z
language: en-IN
---

# Reclaiming the Olfactory Heritage of the Indian Diaspora

A new generation of perfumers is translating Indian sensory memories into sophisticated niche fragrances for a global audience. These brands blend ancestral ingredients with modern perspectives to redefine how the world smells the subcontinent.

## Key takeaways

- Niche fragrance brands are using scent to bridge the gap between the Indian diaspora and their ancestral home.
- Rahasya Fragrance focuses on 'romanticized' memories like mountain retreats and rickshaw rides.
- Sept Fragrances combines Delhi's historical depth with the aesthetic lightness of Parisian perfumery.
- The movement aims to reclaim indigenous ingredients and traditional craftsmanship for the modern global market.

## The Science of Memory and Scent

In Indian culture, fragrance is an omnipresent force, woven into the fabric of daily existence. From the incense of neighborhood temples to the steam rising from a pot of masala chai and the dense floral arrays of tuberose and jasmine in bustling markets, scent serves as a cultural superpower. This sensory experience is inextricably linked to memory, a connection that is now being harnessed by a growing sector of niche fragrance brands founded by the Indian diaspora.

## The Romantic Lens of the Diaspora

Sai Pogaru, co-founder of Rahasya Fragrance, views scent as a tool for transportation. Alongside partners Sachit Sood and Utkarsh Vijayvargiya, Pogaru transitioned from a corporate background in Singapore to launch a brand that explores the evolution of Indian culture. Born in India but raised in Indonesia, Singapore, and Australia, the founders utilize what Pogaru describes as a romanticized lens—looking at home fondly from the outside in.

The brand's portfolio includes 'Hill Station', designed to evoke the summer retreat to the mountains, and 'Rickshaw Rhythms', a collaboration with a community member that captures the smell of a coastal ride in Chennai through notes of sea breeze and coconut. Another creation, 'Oud Mangifera', focuses on the tactile and aromatic experience of eating mangoes during a heatwave.

## Delhi Through a Parisian Filter

Tanya Khurana, a former fashion creative, founded Sept Fragrances to bridge the gap between her life in Paris and her foundational years in Delhi. The brand name references her Parisian address in the 7th arrondissement, yet its heart remains in India. Khurana, who moved back to Delhi during the pandemic, works with a Parisian studio to develop scents that balance classical Indian ingredients with a Mediterranean lightness.

Her fragrance 'Lores' serves as a tribute to Delhi’s layered history, utilizing a non-traditional mix of sandalwood, papyrus, saffron, and caramel. Another scent, 'Rose Caravan', takes the traditional South Asian rose and presents it as a genderless, modern composition inspired by the visual aesthetics of Wes Anderson’s film, The Darjeeling Limited.

## Key Facts

- Rahasya Fragrance was launched in Singapore in 2023 and has expanded to the U.S. and U.K.
- Sept Fragrances utilizes a Parisian independent studio to create Indian-inspired scents with global appeal.
- Byredo’s 2021 release 'Mumbai Noise' was inspired by founder Ben Gorham’s childhood visits to Chembur.
- D.S. & Durga, established in 2007, produces 'Radio Bombay', which imagines the scent of a transistor radio in the Bandra heat.
- Soma Ayurvedic and Ruhveda are further expanding the market by focusing on Ayurvedic oils and traditional perfumery in Kannauj.

## Why It Matters

These brands represent a movement of cultural reclamation. For Rahasya, the mission is to reclaim Indian ingredients that have historically been utilized by Western perfume houses without credit. By naming the brand after the Sanskrit word for mystery, the founders seek to showcase Indian craftsmanship on their own terms. Khurana echoes this sentiment, stating that her fragrances are not merely for those seeking Indian-specific products, but for any consumer who appreciates high-quality, contemporary niche perfumery with a distinct voice.

Source: The Hindu - Lifestyle

---
Canonical: https://projectchintan.com/article/indian-diaspora-fragrance-brands-reclaiming-scent-memory-4ppts
Reported from: The Hindu - Lifestyle