Aureia London, the fragrance brand backed by entrepreneur Ashneer Grover, has marked its entry into India, setting its sights on the country’s rapidly expanding fragrance market valued at approximately ₹4,500 crore. The move signals the brand’s ambition to tap into a category witnessing rising demand, driven by evolving consumer preferences and a growing appetite for premium yet accessible personal care products.

Blending contemporary global fragrance sensibilities with an understanding of Indian consumer tastes, Aureia London is positioning itself in the premium-accessible segment. The brand emphasises long-lasting formulations, quality ingredients, and versatile scent profiles designed for everyday wear, catering to consumers who seek refinement without the traditional luxury price barrier.

India’s fragrance landscape has seen strong growth as younger, style-conscious buyers increasingly view perfumes as an extension of personal identity rather than an occasional indulgence. Aureia London’s expansion strategy reflects this shift, with plans to build scale through a strong retail presence and wide distribution across key markets.

With India emerging as a critical growth market for beauty and fragrance brands, Aureia London’s entry underscores confidence in the sector’s potential and highlights the country’s evolution into a mature, aspiration-led fragrance destination.