Traditional Indian Essence, Wellness Company Partners with Star Chef Vikas Khanna to Launch Signature Made in India Scent in New York
A traditional Indian essence and wellness products company has teamed up with Michelin-starred chef Vikas Khanna to launch a signature Made in India fragrance here, aiming to usher in a “new dawn” for India’s arrival in the global fragrance industry. Zighrana collaborated with Khanna to launch the flagship fragrance that will bear his name and be called ”’Vikas Khanna” by Zighrana”. The product will be launched on February 14, Valentine’s Day, at the Consulate General of India in New York.
A press release from the company said the launch of the “Make in India” fragrance, which will be unveiled by India’s Consul General in New York Randhir Jaiswal, “will usher in a new dawn for India’s arrival in the global fragrance industry”. Hailing from Kannauj, India’s perfume capital, the new product is “Zighrana’s humble attempt to capture the essence of Incredible India”. The company said it was delighted to work with Khanna, an Indian cultural icon and entrepreneur on this innovative venture. True to the Michelin-starred chef’s culinary expertise, Zighrana’s new “Vikas Khanna” fragrance is a “unique blend of spices like clove, cardamom, nutmeg, sandalwood, jasmine and rose that have defined India’s unique scents for more than a millennium.The company said it has used valuable ingredients like pure rose oil, which is both resource and labor intensive, requiring almost 100 kg of flowers to produce as little as 20 g of rose oil.
The company’s entrepreneur Swapnil Pathak Sharma said that through this unique collaboration, she aims to ensure India’s centuries-old fragrance industry gets the global recognition it deserves.
Sharma comes from a family that has been in the field of traditional Indian essences and wellness products since 1911 in the perfume industry,” she told PTI.
Khanna said in a tweet that since moving to the United States in 2000, his “mission is to bring Indian culture, cuisine, arts and history with me. I am completely dedicated to choosing projects that represent these values. Proud to bring the legacy of India’s perfume capital to #Kannauj in the form of #VikasKhannaByZighrana on February 14th. Khanna had posted a photo containing the signature perfume bearing her name, along with Jaiswal, Sharma and her father, Akhilesh Pathak.
Regarding the collaboration with Khanna, Sharma said the world-renowned chef and entrepreneur is a cultural brand ambassador for amazing India and understands both India’s rich tradition as well as its place in the modern world. “Our discussions revealed that we needed to find a flavor that reflected great Indian cuisine, and given his background as a world-class chef, there was nothing better than developing a scent inspired by our spices as our signature scent. . ,” she said.
With this launch, Zighrana aims to enter the global fragrance market with the all-new product “showcasing the soul of India in the world’s cultural capital of New York,” the statement added. Through the flagship fragrance, Sharma said she aimed to spread awareness of her family’s history and legacy in the fragrance industry for 111 years.
“It is high time for India to mark its strong presence in the perfume market and open up to the world. New York is a crossroads of different cultural influences,” making it the perfect platform to project India’s perfumery heritage.
“It’s an honest attempt to bring Indian perfume to the world stage, considering I’m the fourth generation in this industry,” she said.
Going forward, Sharma said she plans to release more distinct fragrances representing India’s history and culture.
“We will soon be offering a fragrance on ‘Kannauj’ as well as a unique fragrance developed to celebrate India’s 75 years of independence in the form of ‘India at 75’.” The company will also diversify its portfolio and wants to bring its traditional strengths to the US market, in addition to exploring opportunities in the scented candle market.
(This story has not been edited by the Devdiscourse team and is auto-generated from a syndicated feed.)