In a world where luxury often focuses solely on aesthetics and exclusivity, BEAUTIFUL INDIA is redefining high-end living by integrating profound spiritual wisdom with exceptional craftsmanship. Founded by Praveen Kenneth, BEAUTIFUL INDIA is not just a luxury brand; it is a celebration of India’s rich spiritual heritage, offering products that promote mindfulness, self-discovery, and emotional connection. Through meticulously crafted luxury perfumes, candles, and bath & body care, the brand invites consumers to embark on a journey that transcends mere indulgence, embracing the essence of being. In an exclusive conversation with Gurbir Singh Gulati, Editor-in-Chief of infashionbusiness.com, Praveen shares the inspiration behind the brand, its philosophy, its products, and the ambitious journey it is undertaking to make a mark on the global luxury stage.

What inspired the philosophy behind BEAUTIFUL INDIA and the message of moving from "Head to Heart"?

The philosophy behind BEAUTIFUL INDIA stems from India's rich spiritual legacy, where the essence of life lies in moving beyond intellectual understanding to a deeper, more heartfelt connection. The phrase "From the Head to the Heart" symbolizes this journey of self-discovery, inviting people to transcend the mind’s noise and embrace the wisdom of the heart. BEAUTIFUL INDIA encapsulates this essence by blending ingredients from across the world with those from India, symbolizing how we can come together in harmony and beauty. 

How does the concept of 'Vasudhaiva Kutumbakam' (The World is One Family) influence your approach to product design and marketing?

'Vasudhaiva Kutumbakam' (The World is One Family) guides both our product design and marketing by inspiring unity. We blend ingredients from around the globe with those from India, symbolising harmony in diversity. In marketing, this philosophy encourages us to connect with people on a deeper, universal level, sharing the message that beauty transcends borders and unites us all. It’s about creating products that not only celebrate luxury but also the shared human experience.

Could you share some key milestones from the brand’s inception to its global debut at the Paris 2024 Olympic Games?

We have started rolling out the brand in Europe and have opened our first brand temple in Pali Hill, Mumbai. More is yet to come.

Let’s talk about the product range. Can you walk us through the offerings of BEAUTIFUL INDIA, including luxury perfumes, candles, and bath & body care?

At BEAUTIFUL INDIA, we offer a thoughtfully curated range of luxury products that invite a sensory journey of self-discovery. Our luxury perfumes are crafted by iconic fragrance houses, using 28 exquisite ingredients sourced from 22 countries and blended with India’s essence. Each scent is designed to evoke a deep spiritual connection and a sense of oneness. In addition to perfumes, we offer hand-poured luxury candles that transform spaces into sanctuaries of peace. Our bath and body care line is infused with healing, natural ingredients, allowing you to nurture both body and soul. Each product serves as a reminder of the beauty and purity within you, designed to elevate everyday experiences into moments of profound awareness and connection. 

How do the four Marquis fragrances — ONE, PEACE, YOU, and LOVE — encapsulate India’s deeper life philosophies?

ONE embodies the essence of unity and interconnectedness, inspired by India’s teaching that the universe resides within us. The combination of Indian Cyperus with global ingredients like Guatemalan Cardamom and Spanish Patchouli represents the oneness of all existence, as expressed in Vasudhaiva Kutumbakam—‘The world is one family.’

PEACE encourages us to seek stillness and reflection. It mirrors India's belief that true peace comes from within, and only when we make peace with ourselves can we reach our full potential. The blend of Indian Cardamom and Egyptian Geranium evokes a sense of inner quiet and balance.

YOU invites a deeper exploration of self, reminding us that all answers lie within. India’s philosophy of the journey from the head to the heart is captured in the fragrance’s blend of Indian Cypriol with Sicilian Mandarins and Turkish Rose, guiding us toward our true divine essence.

LOVE represents the higher love that already exists within us. India teaches that the love we seek is not external, but internal, waiting to be embraced. With the passionate embrace of Indian Tuberose and Italian Bergamot, LOVE encourages us to nourish ourselves and those around us.

How does the brand ensure quality and sustainability, especially considering its products are unisex, vegan, cruelty-free, biodegradable, and ethically sourced?

At BEAUTIFUL INDIA, quality and sustainability are at the heart of everything we do. We believe in creating luxurious products that not only reflect the purity of India’s spiritual essence but are also kind to the planet and its people. Each element is carefully chosen to meet our high standards of craftsmanship and sustainability.

From the glacial waters of the Himalayas used in our formulations to the responsibly harvested botanicals, we strive to create a balance between luxury and sustainability. This ensures that when you experience BEAUTIFUL INDIA, you are indulging in a product that respects the Earth and the well-being of all its inhabitants.

What are your current retail channels for BEAUTIFUL INDIA, both in India and internationally?

The challenge is ensuring that people understand the story of India. Our brand is not meant to be placed among hundreds of products in perfume retail stores. As part of our strategy, we will have standalone stores or be placed in retail spaces that feature only 4-5 top luxury brands.

How do you plan to expand the brand’s presence in domestic and global markets in the coming years?

There is no blueprint for building a luxury brand in India. This is, in essence, a pioneering brand, and every day brings new learning for us.

What challenges and opportunities do you foresee as BEAUTIFUL INDIA expands into international markets like New York, LA, and Dubai?

I only see opportunities, as India’s story is known and loved all over the world. The challenge lies in overcoming the perception that India is merely a service economy and mass market. Our goal is to create a top luxury brand in India and demonstrate our products to the world, earning its belief in the process.

How does BEAUTIFUL INDIA differentiate itself from other luxury lifestyle brands in these competitive markets?

We differentiate ourselves through a unique blend of spiritual heritage and sustainability. Our offerings are unisex, vegan, and cruelty-free, and we source exotic ingredients from 22 countries, blending them with Indian botanicals to ensure exceptional quality crafted by master perfumers. Additionally, our focus on holistic experiences invites customers on a journey of self-discovery and mindfulness, making our brand not just a product but a profound experience.

What is your vision for BEAUTIFUL INDIA’s digital retail strategy as it prepares for an online launch?

We are not in the business of building a fragrance brand. We are in the business of establishing a brand called BEAUTIFUL INDIA, which is founded on a set of values and goes beyond just offering fragrances. We view this as a platform to create a luxury brand.

How important will e-commerce and digital platforms be for your global expansion plans?

E-commerce will allow us to reach a wider audience and connect with consumers around the world who are seeking unique, high-quality products. With our focus on creating a sensory journey that transcends borders, digital platforms will enable us to share our brand story and philosophy effectively. As we expand globally, leveraging digital channels will be key to building a strong, loyal customer base and ensuring that our brand resonates with diverse audiences.

BEAUTIFUL INDIA  is positioned as a unique sensory celebration of India. What sets your brand’s innovation apart from competitors in the global luxury space?

Our brand is deeply rooted in Indian philosophy and traditions. We focus on crafting multi-sensory experiences that engage not just the sense of smell, but also evoke emotions and memories. Our products invite customers on an introspective journey, making the experience of using them profoundly personal. This is what sets us apart from other brands in this space.

Could you elaborate on your collaborations with master perfumers from Robertet, Givaudan, and Iberchem? How do these partnerships contribute to creating the brand’s distinctive products?

India is a hot hub of ingredients, and capturing the essence of India in a fragrance, while bringing together the best minds, was an extremely challenging task. What the master perfumers have achieved is an experience that allows one to truly connect with it.

Are there any upcoming product launches or innovations we can look forward to from BEAUTIFUL INDIA?

We plan to launch four products each year and evaluate them every 12 months.

How does BEAUTIFUL INDIA aim to engage consumers on a deeper level, both in-store and online, fostering a more meaningful connection with the brand?

In our flagship store at Pali Hill, Mumbai we’ve designed a space that encourages consumers to pause and reflect, creating a sanctuary where they can connect with themselves and our products. The ambiance, inspired by the natural beauty surrounding the location, invites visitors to engage all their senses—sight, smell, and touch—creating a holistic experience.

Interactive storytelling, engaging content about our ingredients, and insights into our cultural roots allow consumers to understand the deeper significance behind our products. We aim to build a community where consumers feel connected and can share their journeys with others.

Lastly, what is your long-term vision for BEAUTIFUL INDIA?

For a country with 1.4 billion people, soon to be the third-largest economy, we don’t have global giants like Coca-Cola, Volkswagen, or Apple in the marketplace. We want to create a stage for other brands. BEAUTIFUL INDIA has taken on the task of being the first brand from India to make an impact in the global market.

As the founder, how do you plan to maintain the brand’s focus on mindfulness and self-discovery while achieving commercial success in the luxury market?

We continuously share our brand narrative, which emphasizes the journey from the head to the heart. Our flagship stores, or Brand Temples, provide immersive experiences that encourage self-discovery. We aim to cultivate a community around BEAUTIFUL INDIA, inspiring customers to share their journeys of self-exploration. Our marketing strategies will promote not only our products but also the philosophy behind them. We will focus on campaigns that inspire reflection and connection, ensuring our message aligns with the principles of mindfulness and holistic living.

In the coming years, BEAUTIFUL INDIA is destined to leave an indelible mark on the global luxury market, offering not just products, but transformative experiences that are deeply rooted in India’s ancient spiritual wisdom. With its unwavering commitment to sustainability, mindfulness, and self-discovery, the brand is redefining what true luxury means. As it expands across borders, BEAUTIFUL INDIA is poised to elevate the luxury landscape, shaping a future where the pursuit of beauty and indulgence is intertwined with profound meaning and connection. Through its visionary approach, the brand is not only creating exceptional products but inspiring a global movement toward a more conscious, harmonious way of living.