BEAUTY & GROOMING

NASO Profumi is set to rewrite the rules of homegrown luxury perfumery

By Ria Bhatia

12 October, 2022

Founder Astha Suri walks us through the journey of her brand, sharing her take on the status quo of perfumery in India

Think about this: The year is 2015 and you’re looking for the perfect birthday present for a loved one, or perhaps yourself. A thought of picking up a perfume is bound to enter your mind instantaneously; after all, who doesn’t savour that much-coveted aura of an intoxicating fragrance around themselves? Next, you turn to an enchanting perfume bottle from a prestigious international designer house. That a brand born closer to home could also be an eligible contender never occurred to us. Cut to the present day, India is flourishing with homegrown, state-of-the-art perfume labels. Meet a striking standout from the clique—NASO Profumi—a local fragrance brand that is metamorphosing the landscape of Indian luxury perfumery, one bottle, one “juice” (as the founder calls it) at a time. We speak to Astha Suri, founder, NASO Profumi, who tells us all, from inspiration to execution.

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NASO Profumi—a local fragrance brand that is metamorphosing the landscape of Indian luxury perfumery

What inspired you to launch NASO? 

NASO stands as India’s first artisanal perfumery, branching out in the niche sector. I felt like we forget to take pride in our country’s rich culture and heritage, and acknowledge its greatness more often than not. NASO was meant to be a healing-worthy perfumery that curates mental-health aid and healing through CORPO (body) and CASA (home) products. The need to heal is key and makes for the basis of all our artisanal blends. I noted down six oils that help heal, in amalgamation with six herbs and flowers, and I then created a juxtaposition of peculiar flavours. We wanted to make sure the first whiff of all our perfumes would be enveloping enough to make our clients really breathe through the scent. 

NASO was meant to be a healing-worthy perfumery that curates mental-health aid and healing through CORPO (body) and CASA (home) products

NASO plays with the idea of nostalgia and makes every scent unique in a manner where it not only fulfils commercial benefit but also has an ethos–an ethos of psychological aid

How, according to you, is NASO a cut above the rest?

By being true to our roots. We want to enhance the sense of familiarity within us. As Indians, we resonate with so many aromas all around us, from our kitchens to our closets. I wanted to enhance them while making them green. NASO’s approach of refraining from gender bias in beauty and perfumery and giving its audience a fresh normcore approach towards making, buying and selling perfume is what makes it a cut above the rest. We are at par with any niche perfumery in terms of juice. While we do have a long way to go in understanding the market entirely, our products hit the sweet spot as far as affordable luxury is concerned. 

How did you overcome the struggles in the teething period?

By taking one day at a time. Penetrating into a heavy luxe market is not easy but one must relentlessly be focused on what one wishes to achieve. I try to excel at my job, which keeps the audience resonating with NASO.

Do you factor in the demographic and behavioural traits of the Indian consumer while creating a fragrance?

We play with the idea of nostalgia and make every scent unique in a manner where it not only fulfils commercial benefit but also has an ethos–an ethos of psychological aid. We address the need to heal via NASO’s exquisite healing-worthy blends. 

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NASO Profumi founder, Astha Suri

“HOMEGROWN PERFUMERIES ARE HERE TO STAY; IN FACT, ALL HOMEGROWN LABELS ARE HERE TO STAY.”
Astha Suri

How do you combine Indian ingredients and Italian (or Western) inspirations?

It is fairly easy. Indian essential oils and attars form the base of our smells and design sensibilities; however, they find their roots in the Italian Renaissance as well as modern Italian street fashion. I happened to study and live in Milan for a large chunk of my college life. Studying design, style and fashion photography, my mind had already begun wandering towards the cultural similarities and behavioural patterns that India and Italy share. 

Was making gender-neutral fragrances a part of ‘filling the gap’?

No. It was something deep-rooted as a value at the NASO house. We, as a young brand, take the liberty to keep away from marketing a fragrance as a “man’s” or a “woman’s” fragrance. Instead, we design it for the “human”. 

As a young brand, NASO wanted to keep away from marketing a fragrance as a “man’s” or a “woman’s” fragrance

As a perfumer, what’s your take on customised fragrances?  

There is a huge demand for it. Customised fragrances is the only way forward. 

How do you define a NASO user?

A conscious consumer, who cares about what they use on their skin. 

Suri believes, NASO’s approach of refraining from gender bias in beauty and perfumery and giving its audience a fresh normcore approach towards making, buying and selling perfume is what makes it a cut above the rest

"Penetrating into a heavy luxe market is not easy but one must relentlessly be focused on what one wishes to achieve," says Suri 

How do you foresee the future of homegrown luxury perfumery in India? And where does NASO stand?

Homegrown perfumeries are here to stay; in fact, all homegrown labels are here to stay. India is just at the initial stages of this outburst of individuality and liberty. The future of homegrown perfumery looks vast. However, the right raw material is very important to know and to sell. We hope to see NASO as one of India’s very own niche, green perfumeries. We hope we can take the same luxury to the global market and grow the trust of our customer base with our expertise in ingredient knowledge. Apart from commercial benefits, NASO also stands strong when it comes to corporate philanthropy and we would like to work towards bettering conditions and bringing a hygiene structure in perfume-making in the country.

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