In the rarefied world of haute perfumery—where heritage, artistry, and scientific mastery converge—NEESH Perfumes has emerged as one of India’s most compelling luxury narratives. With an unwavering commitment to craftsmanship, origin-led storytelling, and uncompromising quality, the brand has redefined what “Made in India” signifies within the global fragrance landscape.

Rooted in over a century of perfumery tradition and propelled by contemporary innovation, NEESH today stands shoulder to shoulder with the world’s most respected niche fragrance houses. At the helm of this transformation are Founder Rishi Verma and CEO Dr. Vivaksh Singh, whose combined vision has positioned the brand as both a custodian of legacy and a pioneer of modern luxury.

In this exclusive interaction, interviewed by Gurbir Singh Gulati, Editor-in-Chief, www.infashionbusiness.com, the leadership duo offers rare insights into NEESH’s creative philosophy, strategic evolution, global ambitions, and its mission to establish Indian perfumery as a definitive international genre.

NEESH has moved decisively beyond its formative years. As the brand enters its next phase, how would you define this moment in NEESH’s journey—creatively, commercially, and strategically?

This is our "Correction Phase." For too long, the global fragrance industry has operated on a manufacturing disconnect: India supplies the raw materials; the Jasmine, the Vetiver, the Oud and France supplies the bottle and the markup. Creatively, we are correcting this by bringing the "Nose" to the "Source." We aren't sending emails to Grasse; we are bringing masters like Cécile Zarokian to Kannauj.

Commercially, we are moving from "Validation" to "Expansion." We have proven the Indian consumer will pay for extrait quality. Now, we are taking that quality to the world, proving that "Made in India" is not a discount tag; it is a badge of origin and authenticity.

With rapid advancements across products, platforms, and global visibility, what internal shifts have been necessary to prepare NEESH for this stage of accelerated growth?

The biggest shift has been Operational Rigor meeting Artistic Chaos. We have kept the creative soul of the brand; the 121-year F. Chand legacy - ferociously protected, while upgrading our engine to Formula 1 standards.

This means investing in R&D for performance-enhancing molecules to ensure our natural ingredients survive the modern day. We’ve moved from "launching perfumes" to "architecting pillars." Every bottle now has a strategic role, whether it's a door-opener or a category-killer.

Could you outline NEESH’s current fragrance portfolio—including iconic creations such as Haute Tobacco, Luxe Hayat, Vergis, and the newly launched TSUNARA?

Our portfolio is built on Olfactory Architecture, not just "smells."

Luxe Hayat and Haute Tobacco are our Authority Pillars. They are dense, complex Extraits that compete directly with Amouage and Xerjoff. They prove we can execute "Heavy Luxury."

Tsunara is our Technical Disruptor. It addresses the industry-wide failure of aquatic scents disappearing in two hours. By using high-diffusion captives, we created a "freshie" that performs like a winter beast.

Shafran and the upcoming Palace of Illusions (2026) represent our Heritage Soul; stories rooted in Indian history but told in the language of global perfumery.

TSUNARA has already sparked conversations around longevity and freshness. Was this fragrance designed to deliberately challenge global “freshie” conventions?

Absolutely. The "Blue Fragrance" category is lazy. It relies on cheap citrus top notes that vanish before you reach the office.

Tsunara was an engineering challenge: How do we make the ocean burn? We worked with Kevin Mathys to build a structure that feels aquatic but carries the density of an Extrait. It’s not a breeze; it’s a Tsunami. It signals that NEESH will not accept the trade-off between "Fresh" and "Long-lasting".

Who is the NEESH customer today, and how has this profile evolved?

Our customer is the "Connoisseur," not the "Consumer." Initially, we attracted the enthusiast; the guy who reads Fragrantica.

Today, that circle has widened to the "Value-Driven Aesthete." This is a person who might own a Tom Ford or a Creed, but feels cheated by the reformulation and performance drop. They come to NEESH because they realize they can get the original artistic integrity; often by the same master perfumers – at a price that reflects the liquid, not the logo.

How do you translate a 120+ year legacy of Indian perfumery into products that feel contemporary and globally relevant?

We avoid the "Kitschy India" trap. We don’t do "curry and spice" clichés.

We take the principles of our heritage; the jewellery-like faceting of ingredients, the obsession with Attar-grade oils and apply modern French construction.

For example, Milky Way uses traditional Indian Sandalwood & Spices, but Remco de Meijre structured it with a modern Lactonic innovation. It feels like home to an Indian, but smells like "Niche" to a New Yorker. That is the balance.

NEESH now spans D2C, premium retail, quick commerce, and duty-free. How do you define the role of each channel?

D2C is our University. It’s where we educate the customer on nuances, stories, and the "Why."

Duty-Free (Cochin) and Airports are our Global Stage. They place us physically next to the giants, validating our premium status to the international traveller.

Quick Commerce (Blinkit) is our Impulse Luxury Experiment.

We are testing the hypothesis that luxury is no longer a "planned event" but a "lifestyle necessity." If you can order gourmet sushi in 10 minutes, why not a world-class fragrance for tonight’s date?

NEESH’s participation at TFWA Cannes and InterCHARM Russia placed Indian perfumery on global platforms. What was the response?

The response was shocking. Global buyers are used to India selling ingredients. They were not ready for India to sell Brands.

When they smelled Haute Tobacco or the upcoming Overwhelming by Cécile Zarokian, the conversation shifted from "What is your price per kg?" to "What is your distribution territory?”.

We broke the stereotype that Indian brands are only "mass-market."

What lies ahead for NEESH in its next phase of global expansion?

The Global Price Anchor: We will establish parity. A bottle of NEESH bought in London or Dubai will sit at the $160–$220 mark.

The "Vault" Unleashed: 2026 will see the release of Palace of Illusions and Haute Vetiver.

The ₹1,000 crore goal represents more than scale - it represents legacy. We are not merely building a brand; we are building an institution. Our ambition is to establish ‘Indian Perfumery’ as a respected global genre, on par with ‘French Chypre’ and ‘Middle Eastern Oud’, and to become the reason the world recognises and celebrates its depth, artistry, and excellence.

A Legacy Written in Scent and Vision

This exclusive conversation captures NEESH at a defining moment; confident in its origins, fearless in its ambitions, and uncompromising in its pursuit of excellence. With a philosophy rooted in authenticity and performance, the brand continues to challenge conventions and elevate Indian perfumery to global prominence.

Under the visionary leadership of Rishi Verma and the strategic stewardship of Dr. Vivaksh Singh, NEESH is steadily building more than a luxury label - it is shaping a cultural institution. As the brand advances toward international parity and long-term legacy, it stands poised to become one of the most influential voices in contemporary high perfumery, proudly carrying India’s olfactory heritage onto the world stage.