Brands like Burberry, Issey Miyake, Ralph Lauren, Bvlgari, Hugo Boss, Azzaro have seen a dramatic growth in the sale of their perfumes in India. The volumes are significant enough for them to make almost simultaneous launches in the Indian, Asian and European markets.Shubhadro Das, vice-president (marketing), Beauty Concepts, a leading importer of high-end perfume brands explains the trend by saying that the high-end perfumes are a bridge to luxury. It helps enhance the Indian consumer’s aspirations.
Typically a high-end perfume sells in India in the price band of Rs.3,500 to Rs.4,500 for a 100ml bottle. These are affordable price points for consumers who want to possess high end brands without going overboard. Even brands which are priced at Rs.6,000 and above have seen a steep increase in sales. Experts feel that it is a result of increased awareness amongst the Indian consumer. That’s why new perfume launches have similar response in India as in Europe or the US.
The medium segment of the Indian consumer have fuelled the growth in sales of perfumes because of increased exposure to international brands. It has been observed that on an average a customer of high-end perfumes makes a purchase every three months. Also, the choice of fragrance changes with climate.