Nitiin Sharma, Director, Blossoms Aruma
May 13: The famous American novelist Mary Gaitskill once said, “The appeal of perfume is that it is at once ephemeral and empowering. It creates shimmering invisible armour that lingers in a room long after its wearer has gone and infuses our imagination with a subtle power, hinting at a hidden identity.” Indeed, the appeal of fragrances cannot be discounted and this can be verified on a global scale! The global fragrance industry attained a market value of 33.5 billion dollars last year and, according to research by the IMARC Group, the industry is expected to grow at a compounded annual growth rate of 6.1% between 2022-2027, reaching a market capitalisation of 47.6 billion dollars in the next five years.
According to Nitiin Sharma, Director, Blossoms Aruma, “People across the world love perfumes and enjoy the sensation of luxurious fragrances. However, they rarely think about the technology, R&D, and expertise that go into the creation of unique and ethereal scents. In the beginning of the 19th century, the trend was to use natural essential oil/absolutes/resins or balsams with aroma chemicals that were available at that time. Early 1950 onwards, perfumers started making their own accords of flowers and bases, using newly discovered chemicals, keeping the cost of all classic perfumes under control. This is the period when research scientists joined hands with perfumers and with their analytical abilities started decoding fragrances.”
Blossoms Aruma is a perfume house designing purely French yet truly Indian fragrances. The brand was incepted in 2006 by Nitiin Sharma, who had a strong desire to change the societal impression of the daily perfume. He shared that, as time progressed, the fragrance industry began using equipment like Gas Chromatograph and Mass Spectrometers and today, expert perfume makers at Blossoms Aruma and other fragrance companies rely on advanced equipment like T.O.F and headspace systems. These are used to study fragrances directly from finished products and this makes the overall process of perfume making a lot faster and simpler.
“Unlike earlier times, when perfumers created fragrances inspired by their hearts, nowadays it is a technology-driven industry. Artificial Intelligence offers us insights on the trends likely to influence the market in the next season. Based on these details, perfumers create fragrances by combining technology, R&D, and their inherent expertise, ”Nitiin said.
As technological development continues to influence fragrance creation, perfumers are increasingly resorting to biodegradable materials to map the perfumery ecosystem and ensure sustainability. Accordingly, chemicals that are non-biodegradable are being eliminated and new molecules are being introduced, making the use of fragrances safer and eco-friendlier. Further, with tremendous focus on environmental issues, governments are also placing restrictions aimed at safeguarding marine life, and nature and these regulations are also helping protect the human body. “Technologically developed molecules are replacing costly natural materials, that too, at a much affordable cost. This helps perfumers create luxurious fragrances for all demographics,” Nitiin stated.
Indeed, an amalgamation of technology and expertise is what helps perfumers arrive at the perfect composition and notes to tantalise peoples’ senses. And no one knows it better than Nitiin, who has spent over 25 years studying and transforming the Indian perfume industry while participating in the global fragrance revolution. With purely French fragrances which evoke an Indian ethos, Blossoms Aruma has been a game-changer in the Indian perfume industry, shaping it into the blooming sector it is today.
“Perfume making is as much an art as it is a craft, and the industry requires intrepid innovators who can adeptly amalgamate technology and intensive R&D with their expertise and unique talent. Every individual is unique in their own right, and they deserve to wear a perfume that makes them amplify their persona and leave behind a legacy. And that is really what perfumery is all about – creating a lingering and lasting fragrance that captures the imagination of the individual while also fostering an aura of completeness and unique sensibilities,” Nitiin shared.
As the global perfume industry looks forward to a strong innings over the next five years, innovation and uniqueness can only be fuelled through the symbiotic relationship between technology, innate talent, and extensive years of practice.
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