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A new set of homegrown brands

Post-liberalisation, rather than selling directly to consumers, the vast majority of ittars and essential oils produced in India were exported to other businesses – either as an input into perfumery and cosmetic industries in the West or to the tobacco industry. Rosewater is an ingredient in chewing tobacco.

But in the past few years, several young, predominantly female Indian entrepreneurs have spotted a gap in the market between these indigenous artisanal skills and India’s thriving consumer culture, and a new set of homegrown brands has emerged.

—  Read more in Smell that: The rise of India’s ittar industry at Al Jazeera.

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