Dab it on your wrist or behind your ears. Squirt it on your shoulders or across your torso in short quick bursts. Bet you’ll be transported to a surreal space on the wings of your most pleasing fantasies in no time. The fragrance could vary from floral, fruity, foresty, rainy, earthy to ethereal variety but its lingering effect remains the same. Decorative, glassy perfume bottles or ittar flacons with stoppers are the prized possessions of both royalty and a humble ittarwallah’s shop in the dusty streets of Kannauj (Uttar Pradesh), the perfume capital of India. Nabeel Adam Ali, director of well-known Dubai-based perfume brand Swiss Arabian, gives a low-down on the vials of lustrous, colourful and soul-stirring liquid sprays called scents.
Excerpts from the interview:
Is India the Mecca of attar/perfume production? What percentage of the global perfume market is captured by India?
India has a long history of producing perfumes and ittars, which is ingrained in its cultural legacy. The country has so far made a substantial contribution to the global perfume business and reputable brands with their widely-known delightful fragrances chip in to India’s allure. The nation is also estimated to be the third-largest perfume market in the Asia-Pacific region after China and Japan. Also, the conservative estimate for India’s APAC market share is of around 15-20%. Therefore, it is impossible to ignore its profound impact on the perfume industry that fuses innovation with tradition to churn out lavish, redolent fragrances with a worldwide appeal.
Why is it important to manufacture sustainable perfumes? How can the same curb the adverse impact on the environment?
A clutch of perfume makers is taking a greener approach to its creations. It’s not just about crafting captivating scents anymore but necessarily leaving a positive footprint on the planet. These companies believe that by investing natural ingredients and eco-friendly practices in their entire perfume-manufacturing process, they can make a real difference.
Imagine perfumes that not only smell amazing but also help reduce pollution and protect our surroundings. This focus on sustainability extends beyond the scented bottle itself. Companies with ESG (Environmental, Social and Governance)-compliance reportedly source their fragrant ingredients ethically, which can empower the communities that grow these plants.
It’s clear that preserving our planet’s beauty and its resources for posterity is a top priority for all eco-conscious perfumers and their ecological perfumery trade. Their dedication to sustainability rather reflects their core values instead of the general tendency to blindly pursue trends. They are leading the way in fashioning a suite of truly responsible fragrances that tantalise the senses while honouring the Mother Earth and her denizens.
What natural elements or substances does Swiss Arabian use in its product menu of stylish perfumes as well as in its traditional ittar spread?
At Swiss Arabian, we consider a whiff of fragrance to be an art form and the best creative cohort obtains the finest of raw materials for our products just like any great work of art. Keeping this in mind, we source a broad range of organic substances and components to make our oeuvre of trendy scents and trays of classic ittars before being put out on display for the staunch enthusiasts.
We craft our perfumes with a delightful blend of floral and fresh constituents. A gentle waft of the rich essence of sandalwood or cedarwood; the zesty enticement of bergamot and mandarin; and the aromatic bouquet of jasmine, rose and lavender can do wonders to your world. Additionally, we add warm ingredients like musk and amber to produce incredibly high-quality perfumes.
Ittars take a more adventurous route, delving deeper into exotica and opulence. Just think of the captivating musk that lingers on one’s skin as the floating whispers of the ancient world. The enigmatic embrace of the precious oud wood isn’t just comforting, it’s a luxury in real sense for the regal scions. Rich resins like frankincense and myrrh add an air of mystery, while their smoky tendrils transport one’s senses to the faraway lands. These organic elements comprising essential oils and other earthy matter are meticulously concocted by our expert perfumers, creating smells that are genuinely distinctive and unforgettable. Each spritz of an ittar is thus a sensory journey, a story waiting to be told.
You see, creating magnificent flacons of perfumes is possible only when we procure and mix the best elements from the verdant nature. We are committed to spreading this philosophy, which has been ingrained in our brand culture and heritage for a very long time.
In the context of sustainable perfumes, what specimens of fragrances and colours are famous all over?
Sustainability is a growing movement in the perfume sphere. The creativity blossoming in this space is truly inspiring!
Mood-lifting scents: People seem to be quickly drawn to those natural, airy notes that are evocative of the bounteous sprouts of nature. The citrusy bursts of lemon and grapefruit, herbal influences of rosemary and lavender, and the clean coolness of cucumber or green tea are in abundance here. These fragrances often ooze a light, invigorating feel.
Earthy essence: Containers of sustainable perfumes also assimilate the treasures of the earth. Aromatic agents like sandalwood, cedarwood and vetiver provide a vibe of euphoric ease and fuss-free relaxation. They might also incorporate hints of smoky incense or the sweetness of vanilla. These scents forge a connection with nature.
Flower power and paradisal gardens: Sustainable fragrances often celebrate the beauty of the botanicals. Fields of blooming jasmine or rose with touches of calming chamomile or the cheerful vibrancy of geranium can conjure a tangible contrast to generate an authentic array of scents in the process.
Shade card: As for the inspirational hues, sustainable perfumes tend to exude a more natural aesthetic. Tones like browns and greens are highly popular and rooted to nature. Sometimes, one can spot pops of colours that represent light blues for lavender and yellows for citrus fruits. But overall, the focus is on clarity and minimalism, mirroring the eco-conscious traits of a particular brand.
It’s important to remember that fragrance is a subjective olfactory journey. It is personal and individualistic. It must be a perfect fit for everyone.
How are desi ittars faring in the current-day international marts? To which countries are they exported? Do they reap hefty returns?
Kannauj district in Uttar Pradesh is the citadel of conventional ittarmaking in India. Its narrow alleys are dotted with the age-old perfumeries run by the old school ittarwallahs. Harking back to the erstwhile eras, rows of ittar bottles on store shelves cast a mesmerising spell on the buyers and connoisseurs, who still adhere to their rich legacy and deeply appreciate their unabated relevance even in modern times. It’s fascinating for them to see these ancient fragrances making a comeback worldwide! It’s like turning over the pages of history and falling in love with the scents’ eternal appeal once again.
The elegance and magnetism of desi ittars emanate from a few things that are as follows:
These traditional fragrances are unique. They are unlike anything that one can notice on the racks of a department store. They use an enchanting mishmash of natural ingredients, sometimes even unexpected things like oud or deer musk. This spins magic with the mysterious scents that stay long after being applied just once.
In the present era, there’s a growing desire for natural products. Desi ittars aptly fit that bill! They’re free of any harsh synthetic chemicals and hence come in as a great choice for people with sensitive skin or those who prefer a more holistic attitude towards fragrances.
Traditionally, all domestic ittars are exported to several countries, including the United States, Canada, Europe and the Middle Eastern belt. It’s exciting to see them exploring the emerging geographies too! As for reaping heavy gains, it solely depends on the ittar and its intrinsic elements. However, the surging demand is definitely a boon.
Do sustainable perfumes leave behind any biodegradable waste that is recyclable?
It’s undoubtedly encouraging to glance through the innovative approaches surfacing in the domain of fragrances.
One of the key aspects of sustainable perfumes is minimising waste. Ideally, these fragrances use:
Biodegradable Ingredients: Here, the perfume itself is formulated with natural, plant-derived substances that can decompose or break down over time without harming the environment. This is like dying on the earth and getting buried in its crust, just like the fallen leaves! This manifests the ‘back to the origin’ concept.
Recyclable Packaging: Sustainable brands often use packaging that can be repurposed after sniffing and enjoying the last drop of perfume, thereby meeting the ‘circular economy’ goal. This could be eco-friendly glass bottles, recycled paper boxes or even clever refillable options. It’s all about slashing waste to an absolute zero and giving those green mediums a second life.
The world of sustainable fragrances is exploding with exciting discoveries! Every brand brings its own unique identity and flavour to the table in crafting luxurious and self-indulgent scents with a lighter environmental footprint, thus making even a small bit of contribution to a greener planet deeply meaningful.
Perfume: It is a scented fluid held in containers consisting of essential oils that are acquired from natural sources like flowers and spices. Perfumes release a sweet, favourable fragrance to one’s body and into his/her immediate surroundings. The floating scent fills in the air around enveloping them.
Body splash: Synonymous with body sprays, this fragrance is lighter than perfumes with lower concentration levels. It is a mood-enhancer with its fresh essence and eases topical application to the skin surface. Plus, it can be sprayed on clothes. Alcohol, water and fragrant extracts like herbs, oils and spices are its chief constituents.
Body mist: This fragrance product is also lighter and less intense than perfumes or a decanter of cologne. It has an invigorating aura with its fruity and floral composition and occasionally suits the ladies only. Lifting the mood, it could ideally substitute those customary fragrances and complement a wearer’s casual outfits. Besides directly rubbing it on the skin, the fine body mist sprayed from atomizers can be spritzed at your residential furnishings like upholstery and cushions. Plus, it can be mixed and accented with stronger perfumes or other body products, such as shower gel or body lotions. It also contains aloe vera, witch hazel and hyaluronic acid to moisten and soften the skin with its hydrating effect.
Ittar/attar: A sweet-scented essential oil procured from rose petals or other fragrant flowers.
Deodorant: Also called an antiperspirant or a body spray, deos help hiding stinks or getting rid of offensive smells, especially body odours.
