September 25, 2022


Youth trendy style

Scent of a woman: House of Anita Dongre found missing piece of portfolio in perfumes, ties up with Ajmal to venture into fragrance world

Saurav Bhattacharya (R) echoes Kavindra Mishra’s (R) thoughts, saying, “fragrance has the potential to increase focus, uplift energies and alleviate anxiety – these benefits were never so relevant as in today’s time, when a whiff becomes a lifestyle tool to cope with stress and isolation.” The Global Desi consumer drifted towards fragrances that had soft, powdery, fruits notes.


The brands tested fragrances with 600 customers before finalising new elixirs.

In every crisis lies an opportunity, and the pandemic has proved that challenges can be (addressed and) converted into innovative solutions. After acing the pret, sustainable, bridal and jewellery business for decades, the House of Anita Dongre (HoAD) took the plunge in the perfume and fragrances space under their AND and Global Desi banners. In the middle of the second wave of the Covid-19 pandemic, the fashion label launched its first-ever

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