Khet Perfumes: How Our Student Startup Captured the Premium Indian Fragrance Market

The country that gave the world ittar has been buying its identity from Paris for decades. 

For young Indians today, fragrance is more than scent; it is identity. Yet the market rarely reflects that. It either sells imported minimalism that feels distant or mass-market products that feel disposable. In both cases, the choices lack connection to the complexity of modern India.

This was the problem that Arhum Jain and Madhav Narang, two of our student founders of Khet Perfumes, set out to solve. Born at Masters’ Union, Khet began with a simple question: why do fragrances not feel Indian, not reflective of the culture, memories or contradictions of everyday life? 

The founders wanted products that captured India in all its layers, chaotic and memorable, rooted yet modern. Perfume became the medium because scent carries memory in a way few other products can. Each fragrance was designed to evoke emotion and identity, making the experience personal from the moment it is unboxed.

Identifying the Gap in the Indian Perfume Market

The Indian fragrance market is polarised. Mass-market products dominate at low prices while luxury brands sell at levels far beyond what most young consumers can afford. Khet identified a gap in the ₹1,500 to ₹5,000 range, where consumers wanted meaning, identity, and a premium experience without losing accessibility.

Khet positioned itself in this middle space. It offered cultural depth, relatability, and expressive storytelling. The brand was aspirational yet accessible, premium yet not intimidating, making it highly relevant to young buyers seeking a reflection of themselves.

Market Positioning Strategies That Work for Young Audiences

1. Khet fills the premium Indian fragrance segment between mass and luxury

2. Brand messaging blends aspirational and relatable storytelling

3. Offers a unique cultural identity not found in existing options
   
   

Testing the Market Before Scaling the Brand

Khet began with a minimum viable product in September 2024 to test the idea with real users. Feedback revealed how the brand was perceived and highlighted areas for improvement in product, packaging, and messaging.

By October 2025, Khet relaunched in a rebranded form. Refined packaging, improved fragrance compositions, and elevated storytelling aligned the product with the vision. Every change was guided by user insights, turning an experimental idea into a polished, resonant brand.

Testing and Iterating Products for Maximum Impact

1. MVP testing helped validate premium Indian fragrance demand

2. Customer insights guided improvements in packaging and storytelling

3. An iterative approach ensured product experience matched audience expectations
   
   

Understanding Customer Value in a Premium Segment

Defining value in India is complex. For some, value is quality and longevity; for others, it is uniqueness, social perception, or identity. Khet engaged users, observed behaviour, and continuously refined product and messaging.

This approach ensured that the premium price felt justified. The experience from unboxing to daily use was designed to reflect meaning, authenticity, and relatability for young consumers.

Defining Value in Premium Indian Fragrances

1. Khet balances premium pricing with perceived cultural value

2. User behaviour research informs product and messaging strategy

3. The brand creates experiential value beyond fragrance alone
   
   

Creating an Immersive Fragrance Experience

Fragrance alone is intangible, making the surrounding experience crucial. Khet designed packaging to be reusable, with wooden magnetic caps and sturdy boxes for tactile presence. The unboxing process is deliberate, creating a moment of discovery.

Experience matters as much as product for young buyers. Khet ensured every interaction communicated the brand’s cultural roots and modern sensibility, turning purchase into a memorable moment.

Creating Memorable Brand Experiences

1. Packaging innovation reinforces premium Indian fragrance identity

2. Unboxing and tactile design create emotional resonance

3. Every touchpoint strengthens brand storytelling and authenticity
   
   

Culture as the Core of Khet Perfumes

Khet does not simplify India for appeal. Its fragrances reflect the country’s contradictions and vibrancy, blending tradition with rebellion, ritual with chaos. The brand calls its identity “Savage yet rooted,” evoking memory, emotion, and identity.

By embracing specificity over generalisation, Khet created a voice that is recognisable, authentic, and meaningful for young, culturally aware audiences.

Embedding Indian Culture in Every Fragrance

1. Fragrances reflect India’s diverse traditions and modern vibrancy

2. “Savage yet rooted” conveys authentic cultural storytelling

3. Young audiences resonate with identity-driven fragrance narratives
   
   

Deliberate Growth Through Multiple Channels

Khet prioritised controlled growth. Direct-to-consumer sales via website and Meta ads remain primary, while offline pop-ups for over 150 days have built traction and customer understanding.

The brand also explored B2B scentscaping, creating signature fragrances for offices and retail spaces. This diversified revenue while embedding the brand in real-world environments, enhancing awareness and loyalty.

Multi-Channel Strategies for Market Growth

1. Hybrid D2C and offline channels boost premium Indian fragrance reach

2. Pop-ups create engagement and market understanding

3. B2B scentscaping adds brand presence in experiential spaces
   
   

Building In-House Capabilities for Brand Consistency

From the beginning, Khet prioritised having critical functions like design, content, and performance marketing handled in-house. This was not just a strategic choice but a necessity for maintaining consistency and authenticity across every touchpoint. With in-house teams, the brand can iterate quickly, test new campaigns, and adjust messaging without relying on external agencies that may dilute the brand’s vision.

The approach allows Khet to craft a coherent story, from social media posts and website content to packaging design and product launches. It ensures that every element reflects the brand’s cultural roots, premium positioning, and youthful energy. For example, the wooden magnetic caps, the carefully designed shipping boxes, and the tactile experience of unboxing all reinforce the brand identity. In-house capabilities give the team control over these details, making the product experience seamless and memorable for customers.

Building In-House Teams to Strengthen Brand Identity

1. In-house teams maintain brand storytelling consistency

2. Quick iteration enables responsive marketing and product updates

3. Detailed control strengthens premium Indian fragrance positioning
   
   

Proven Traction and Market Response

Since its rebranded launch in October 2025, Khet has sold over 4,000 orders and generated more than ₹61 lakh in revenue, establishing itself firmly in the premium Indian fragrance space. The response from urban audiences, international travellers, and NRIs has been particularly strong, highlighting the brand’s relevance beyond local markets.

Bestsellers like Kala Pani and Tota Keri exemplify how Khet combines storytelling with product quality. Kala Pani evokes nostalgia and the sense of forbidden adventure, while Tota Keri captures playful vibrancy. Each fragrance tells a story, creating emotional resonance that goes beyond conventional marketing. By consistently delivering on its brand promise, Khet has developed a loyal following and positioned itself as a brand that understands its audience deeply, rather than just selling a product.

Measuring Traction and Audience Response

1. Strong adoption by urban and international audiences validates brand positioning

2. Bestsellers highlight storytelling-driven product success

3. Revenue milestones demonstrate premium Indian fragrance demand
   
   

Global Ambitions Without Losing Identity

Khet is looking to grow strategically on the global stage without compromising its cultural essence. In 2026, the brand will begin international shipping, catering to Indian diaspora and fragrance enthusiasts abroad. By 2027, Khet plans to open its first offline retail store, offering a tactile experience that complements its D2C model. Beyond that, the brand aims to establish a presence in international markets by 2028.

What sets Khet apart in global expansion is its emphasis on specificity. The brand is not attempting to appeal to everyone; it wants to bring India’s layered, complex identity to the world in an authentic way. Each fragrance, packaging element, and campaign is carefully curated to communicate cultural depth while remaining accessible and modern. This deliberate focus ensures that global growth strengthens Khet’s identity rather than diluting it, positioning the brand as a premium, culturally-rooted Indian fragrance with international appeal.

Scaling Globally While Preserving Cultural Roots

1. International shipping targets diaspora and fragrance enthusiasts

2. Offline retail enhances physical brand experience for global consumers

3. Expansion maintains authentic cultural storytelling and premium identity
   
   

Khet’s journey shows disciplined brand building: observe the market, identify gaps others ignore, test rigorously, and refine experiences continuously. Culture is a strategic asset, in-house capabilities are vital, and clarity is essential.

The brand succeeded by staying authentic, learning from real users, and iterating with discipline. For young founders, Khet demonstrates that precise execution and cultural connection can create a brand that resonates deeply with its audience.