We are proud to share that Mr Anshul Agrawal, Managing Partner, MDPH was recently featured in an exclusive interview with bwretailworld.com, where he spoke at length about the growing global footprint of the Indian fragrance and incense industry. In the conversation, he outlined how Indian aromas are evolving beyond tradition and how the sector is gearing up to make a strong global impact in 2026 and beyond.

One of the clearest shifts, he observed, is the rise of premiumisation across markets. Consumers are steadily moving away from synthetic, low-performing incense and are choosing richer, more authentic fragrance experiences. Notes such as oud, musk, amber, sandalwood blends, and contemporary aromatic accords are gaining popularity. This trend is no longer limited to metros. Tier 2 and tier 3 cities are also showing a strong preference for better-quality products.

 

We also see a strong convergence of wellness and spirituality shaping the category. Post-pandemic, homes have become sanctuaries for mental well-being. Incense and aroma products are now being used for meditation, yoga, relaxation, sleep, and everyday ambiance.

 

On the international front, he believes exports represent one of the biggest growth engines. India already leads the world in incense exports, and global interest in Indian spirituality, Ayurveda, and natural products is accelerating. Indian fragrance brands.

He also added that innovation will play a defining role in this journey. Consumers are experimenting with newer formats such as scented sachets, car diffusers, room sprays, and premium home-fragrance kits. Brands that can innovate quickly, test efficiently, and scale successfully will lead the category forward.

At MDPH, we continue to blend heritage with modern consumer expectations. We are focusing on premium fragrances, wellness-led innovations, and global-ready formats while staying rooted in Indian tradition. Our investments in exports, digital presence, and agile manufacturing allow us to move quickly and stay relevant.

Mr Agrawal said that as a brand MDPH is truly going global. With the right promotion and marketing, the perspectives shared by him, hold immense potential to elevate Indian fragrances on the global stage.