Mumbai: Since the dawn of civilization, aromatic essential oils or attars have played a major role in shaping the lifestyle of people. Smelling good is as important as looking well-groomed as it not only puts forward one’s personality but also boosts self-confidence. Keeping this in mind, Sawai Fragrances has stepped into the B2C industry with the launch of their latest trend-setting and fashionable perfume brand – Eze Perfume.
Indiantelevision.com caught up with Sawai Fragrances CEO and perfumer Pushkar Jain to know about the world of perfumery and much more.
Founded by Sawailal Jain in 1965, Sawai Fragrances has been a leading name in the craft of perfumery. Sawai Fragrances has a rich legacy as a manufacturer and supplier of essential oils and fragrances to leading brands around the world. It has recently launched its own perfume brand Eze, which is a carefully curated range of perfumes that has a young and global vibe to them.
Pushkar Jain is the CEO and a third-generation entrepreneur at Sawai Fragrances who joined the family business of perfumery in 2014. He is playing a pivotal role in steering the company to a newer direction.
Edited Excerpts:
On the transition from B2B to B2C with the launch of Eze Perfume
We see a huge potential in the Indian perfume market as the spending power of the Indian consumer is growing and they are looking for better quality products. This is definitely going to reflect in the growth of the affordable luxury category. Also, as a family-owned fragrance house we have a lot of in-house capabilities with manufacturing and creativity that would help us capture the market. While the strong rise of perfume penetration through deodorants is a testimonial for potential in the Indian perfume market, Eze, we believe, can help grow the EDP (Eau de Parfum) market in India
On breaking Indian consumer’s mindset about imported brands and Eze perfume’s potential to stand out in a saturated Indian market
As a fragrance house in the business for three generations, we have in-house manufacturing capabilities. Since Sawai has been an exporter to international brands, we have a strong exposure to the olfactive genealogy tapped by perfumes worldwide. Hence, Eze has been carefully crafted and branded for luxury to meet affordability. In terms of brand presence, it has a very sharp brand image, which will resonate with the Gen-Z.
On Sawai Fragrances’ being the one of the top manufacturers and suppliers of essential oils and fragrances in the world
The goal of Sawai’s team is to keep raising the bar by providing rich perfume experiences consistently through world-class innovation and creative energy. We are sticklers for quality and it is this no-compromise mindset of our team that is making the air fragrant and leaving a long-lasting note around the world.
On Eze Perfume’s customer approach towards other age groups other than youngsters
Identifying the target audience is a crucial factor for any brand. In the case of Eze, we are clearly looking at Gen-Z. Having said that, given the quality of juices that we are putting inside along with developing a strong online and trade presence, it will create a spillage in other age groups as well. People of a higher age-group are likely to make an organic shift to Eze when they see the quality of perfumes inside.
On Sawai Fragrances’ strategy to strengthen its presence in the Indian market alongside the AtmaNirbhar Bharat narrative
Eze is always going to be manufactured in India, which also includes developing the fragrances here. As a backward-integrated brand that has its roots strongly entrenched in manufacturing, we source some of our primary ingredients for essential oils directly from the farms of the nation. The vision of Eze is to put India on the world map as one of the fine-fragrance hubs to reckon with. We also look to further the cause of AtmaNirbhar Bharat by creating the product in-house.
On Sawai Fragrances’ expansion plans to the foreign market
At Sawai Fragrances, we are already exporting to foreign markets under our B2B business. We are now planning to take Eze to foreign soil and introduce it as a proud product of the Made-in-India brand.
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