120-year-old legacy: How Neesh Perfume is redefining Indian luxury perfumery globally

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In this interaction with Adgully, Rishi Verma, Founder, NEESH Perfume, speaks about how his venture is redefining Indian luxury perfumery by blending a 120-year-old legacy with modern innovation, authenticity, and consumer-centric strategies. From Extrait de Parfum formulations and ethical sourcing to engaging brand storytelling and digital-first D2C experiences, NEESH positions itself as a bold Indian alternative to global fragrance houses while setting its sights on international expansion.

With NEESH positioning itself as an Indian alternative to luxury global brands, how do you plan to elevate consumer trust and establish long-term brand loyalty in a highly competitive market?

At NEESH, we establish brand loyalty and consumer trust by holding ourselves to quality, authenticity, and transparency. We differentiate by providing Extrait de Parfum concentrations (25%+ oil content), which guarantees enhanced longevity and projection—characteristics normally reserved for the highest-tier global products. We also make transparency a top priority, from sourcing ingredients to craftsmanship, so that customers know they are making an investment in a luxury scent with a tradition of excellence.

Our direct-to-consumer (D2C) business model builds brand engagement through preview-only launches, customized suggestions, and loyalty schemes, for a community-oriented experience. Through performance, packaging, and prestige delivery consistently, we’re redefining Indian luxury perfumery globally.

Luxury perfumery is deeply rooted in heritage and craftsmanship. How does NEESH balance its 120-year-old family legacy with the modern preferences of today’s urban consumers?

NEESH beautifully integrates its 120-year-old family tradition with the perceptions of today’s urban consumers. Founded in 1904 by F Chand, a renowned jeweller who turned perfumer, we honour our heritage while being indulgent in today’s luxury. We strike this balance by employing superior ingredients such as Mysore Sandalwood, Saffron, and Wild Vetiver to guarantee authenticity. Concurrently, we reinvent classic Indian fragrances by uniting rich oud with lighter, fresher aromas to suit modern palates. Our innovative, travel-friendly shard-shaped glass bottles bring luxury fragrance within reach as experiential storytelling and digital engagement captivate modern urban consumers. This convergence of heritage and innovation provides a fragrance experience that is both timeless and new.

Jim Sarbh as the brand ambassador brings a distinctive charm to NEESH. How has this association influenced brand perception, and what impact has it had on consumer engagement?

Jim Sarbh exemplifies NEESH’s bold individuality, sophistication, and artistry to perfection. His affiliation with us has restyled our brand, promoting our allure as a home luxury with global appeal. His charming personality resonated with an elite audience who value one-of-a-kind and authentic charm. His unique charisma has appealed to a sophisticated audience who value one-of-a-kind and authentic appeal.

Brand recall and engagement have notably surged among young urban consumers since his association with NEESH. Our online presence has become stronger, with greater social media engagement and wider campaign visibility. Jim Sarbh’s presence has helped NEESH to be perceived as a non-conformist brand that redefines Indian luxury and becomes a statement of individuality and refinement.

D2C brands rely heavily on digital presence and customer experience. What unique strategies have you implemented to enhance the online shopping journey and differentiate NEESH from competitors?

At NEESH, we stand out as the only perfume brand in India offering a 7-day money-back guarantee, eliminating customers’ hesitation when purchasing fragrances online. This risk-free assurance encourages more customers to explore our perfumes with confidence. Additionally, we collaborate with influencers and perfume reviewers, leveraging their expertise and strong following to not only build trust but also drive significant revenue. Their authentic reviews and experiences help potential buyers make informed decisions, enhancing the overall online shopping journey and setting NEESH apart from competitors.

As a homegrown luxury fragrance brand, what are some key consumer behaviour insights that have shaped your approach to product development and marketing?

There have been several important consumer behaviour insights that have influenced product development and marketing strategy. Performance is extremely important for the Indian consumer, and it is the reason we guarantee endurance and throw with our Extrait de Parfum concentration (25% oil). While traditional oud blends are always in vogue, we find the consumer is increasingly interested in fresh, modern fragrances that mix Indian and international notes.

The luxury segment is becoming more accessible and in our pricing strategy, we aim to combine exclusivity and value. Trust is important, and being transparent about our sourcing, craftsmanship, and heritage-based storytelling can build customer loyalty. Experience-based buying is also crucial, and that is why we provide Discovery Sets and personalized recommendations for a better shopping experience.

What roles do sustainability and ethical sourcing play in NEESH’s production process, and how do you ensure responsible ingredient sourcing while maintaining premium quality?

Sustainability is at the core of NEESH values and underpins our mission to responsibly produce and source ethically. We guarantee that each note in our perfumes is genuine and ethically harvested, working with our permanent partner suppliers who offer naturally derived and cruelty-free materials. Our fragrances are free from paraben, sulfate, and phthalate, and therefore, safe to use on skin and usable over time.

Although developing biodegradable packaging is in our sights, we will continue to utilize recyclable material for our bottles and outer packaging to reduce our environmental footprint. We establish a system to support local craftsmanship by sourcing ingredients from Indian artisanal farmers and perfumers. NEESH provides sensory opulence with responsibility for the footprint of those decisions, and we are pleased to craft luxurious fragrance experiences that are both rich and responsible.

With international fragrance houses dominating the market, do you see NEESH expanding beyond India in the future? If so, what regions or markets are you targeting, and what challenges do you anticipate?

Yes, going global is a major part of our growth strategy. NEESH has already opened in the UK, Canada, and UAE with great enthusiasm from perfume lovers. Looking ahead, our target markets are the Middle East, where high-end, oud-based fragrance is in high demand; Europe and the US, where niche, handmade perfumery is beginning to take off and Southeast Asia, with Singapore and Indonesia as examples, where there is a growing consumption of culturally significant, high-end perfumes. The main challenges are overcoming international competitors, regulatory requirements, and working with the market to understand our differentiating proposition. The vision is to establish NEESH as one of the world's most well-known luxury fragrance brands and be proud to represent India.

Looking ahead, what innovations in fragrance formulation, packaging, or retail experience can customers expect from NEESH as it continues to redefine luxury perfumery in India?

On the innovation front, we are developing unique compounds and perfume notes designed to outperform traditional ones in both longevity and performance. We also invite some of the world’s top perfumers to India, allowing them to experience the country’s rich perfume heritage. Drawing from this experience, they craft exclusive and distinctive fragrances for us.