All Good Scents – the Indian perfume brand made in France


The seeded company All Good Scents is a brand of perfumes for men and women.

When he was a schoolboy, Rajiv Sheth loved to visit the factory of his grandfather Sunder Lal Sheth which exported aromatic oils from India to Africa and Europe. Rajiv spent his time sniffing the ingredients of the oils his grandfather created for foreign lands. In Africa, these oils were specially blended with an application of henna, sandalwood scents and other local rituals. In Europe, they were mainly used as essential oils.

Rajiv knew he wanted to become a perfumer, and sooner or later he would jump into the family business. His fascination with aromatic oils and perfumery led him to ISIPCA in France, an exclusive school founded by Jean Jacques Guerlain in 1970. Rajiv has acquired an in-depth knowledge of raw materials, manufacturing techniques, and designs. packaging and extraction processes for perfumery.

Back in India, he launched All Good Scents – a perfume brand in India.

Today, All Good Scents offers 24 premium fragrances for men and women. These perfumes are made in France. Essential oils are imported from India, after which they are transformed into perfumes in France.

Rajiv sheth

The Indian touch

Rajiv’s goal was to create a first brand of contemporary perfumes based in India. But there were challenges. “There was not a single trusted Indian perfume brand in India,” says Rajiv. He adds that in the Indian market, deodorants and body sprays are used as a complement to perfumes.

Rajiv Sheth in France

In the minds of people, perfume expertise belongs only to established foreign brands. However, these perfume brands are expensive, used occasionally and not on a daily basis. All Good Scents aims to establish itself in the “affordable luxury” segment for modern Indian youth.

The growing popularity of e-commerce prompted Rajiv to opt for an online business. Realizing that perfumery was a niche topic, he even decided to build an online community and knowledge base.

The manufacturing process

With All Good Scents, Rajiv’s goal was to bring the prestige of French style perfumery to India.

Rajiv explains that the perfume making process initially begins with an inspiration for the perfumer or a detailed scent brief from the marketing teams.

“In both cases, an olfactory story is imagined and the user’s profile is created. The perfumer identifies a few key raw materials from his palette, on which he can work to create this new fragrance, ”adds Rajiv.

After discovering the main theme of the fragrance, essays are often evaluated, and the formulation continues with the addition of selective raw materials. Often the hardest part is “finishing” a perfume.

It takes six months to two years to create a new fragrance. Once the perfume is created, it is mixed with alcohol, water and a few other ingredients to make an eau de toilette, an eau de parfum or a perfume. It is then bottled and packaged.

A different brand

Initially, the team launched 14 scents – eight of them are daily or mood scents. The other six are signature or more personal scents.

To add a modern Indian touch to its fragrances, the team launched the Eternal Garden range. Its packaging was designed by Krsna Mehta of Indian Circus. In this range, All Good Scents offers four scents: rose, jasmine, musk and vetiver.

She recently licensed the Miss Diva brand from The Times of India Group and introduced three body fragrances and mists.

“We started with online sales; However, since last year we have also explored offline retail with a selection of Archies stores and Health & Glow stores in Bengaluru. The animation of workshops on perfumery is also a subject on which we focus. We have launched perfumed ceramic bracelets which can hold a perfume for a very long time and which can be worn on the wrist as an accessory, ”adds Rajiv.

The perfume market

The perfume market has been all about the Chanels and Davidoffs of the world. However, in the recent past, Indian deodorant manufacturers have been eyeing the perfume market. A report marks this market in India at Rs 3,000 crore. Vini Cosmetics launched its perfume sprays and gift boxes. Perfumes are priced at Rs 499 and gift boxes between Rs 1,000 and 2,000.

There are also celebrity fragrance brands – Still by Jennifer Lopez, MJ Flight by Michael Jordan, and Wonderstruck by Taylor Swift to name a few.

All Good Scents perfumes are priced at Rs 500 to Rs 1,800. In terms of gift boxes, prices range from Rs 1,500 to Rs 2,000.

Figures and the future

All Good Scents claims to have sold over 10,000 perfume bottles and has over 5,000 unique customers. The team claims to see 40% quarter-over-quarter sales growth and 120% year-over-year customer acquisition growth.

However, Rajiv says the biggest challenge is the visibility and reach of the brand. “As a startup, we don’t have the budget to advertise like other big brands,” he notes.

Another challenge when selling perfumes online is getting the consumers to smell the perfumes. The All Good Scents team claim to have largely overcome this with SCENTBOX ™, which allows a person to test scents at home.

“Finally, there is also a little mindset challenge, in which a few people don’t believe that a local national brand can be as good as foreign brands. However, this perception is changing rapidly with the increase in the number of national brands in various categories, ”says Rajiv.

The team aims to have 50 SKUs by the end of next year.

In the time to come, the team sees perfume education as an integral part of their brand and vision. Rajiv adds that although Indian culture has been rich in perfumes, there is a lack of education and awareness regarding modern perfumery and its uses.

The team intends to design more perfume workshops and training sessions that will revolve around the sense of smell and the creation of perfumes. Sampling is another essential part of his brand’s mission.

“We have to reach people to make them smell our scents. Collaborations with other brands, co-branding, adding additional categories and licensing are also part of our plan, ”said Rajiv.


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