Ittar's Rising Popularity: A Rs. 10,000 Cr Industry Now!
Ittars are making a comeback and how!
If you have been following Shark Tank Season 3, you would have come across a startup called ‘AdilQadri’ - a premium ittar and perfume brand.
Today, we are going to dive deep into this fragrance sector of India. 
Numbers first:
India's Ittar Industry is a whopping Rs. 10,000 Cr (annually) industry!
India makes up 10% of the global fragrance and flavour market, and is growing.
What's driving this growth, you ask?
Well, the ittar industry has its roots deeply embedded in Indian culture.
Back in the day, ittar was the scent of royalty, a symbol of opulence and purity.
- Cultural Comeback
Indian consumers are now looking to reconnect with cultural roots and use made-in-India products.
In fact, the exotic appeal of ittar is also attracting global consumers as they look to switch to organic consumerism.
- Rise of premiumisation
Rising disposable incomes are driving luxury markets, like ittar.
People are now seeking quality and exclusivity in their purchases, increasing the demand for premium products like ittar.
Plus, personalised scents are also coming up to cater to the growing demand!
- Growing health and wellness markets
The true beauty of ittar lies in its chemical-free production process.
It is made by distilling flowers, herbs, and spices into a base of sandalwood oil.
The global aromatherapy market was worth $1.9 Bn in 2022 and is set to grow at a 11.9% CAGR to reach $4.5 Bn by 2030!
While the industry industry is booming, thanks to changing consumer preferences, the industry has its own challenges. 
Plus, modern production techniques are taking over. 
Are you team ittar or team perfume?
Let us know in the comments!
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