Indian fragrance brand Rahasya has become the first homegrown perfume label to enter Selfridges London’s beauty hall. Founded by Sachit Sood, Utkarsh Vijayvargiya, and Sai Pogaru, the brand combines Indian perfume heritage with contemporary luxury through scents inspired by regional ingredients, memory, and identity.
Last September, the new-age Indian perfume brand Rahasya took London by storm when they rolled out a South Asian DJ-driven auto-rickshaw on the streets, less than a year after the brand’s launch. Since then, the brand has soared to new heights. Earlier this year, Rahasya entered Selfridges’ Oxford Street flagship in London, becoming the first homegrown fragrance brand to enter the iconic English department store’s newly renovated beauty hall — sharing shelf space with giants like Loewe, Tom Ford, and Amouage.
Rahasya has marked this milestone with a campaign by photographer and creative director Pranoy Sarkar that pays homage to India’s perfume heritage. Founded by three friends — Sachit Sood and Utkarsh Vijayvargiya from India, and Sai Pogaru from Singapore — Rahasya was born out of a shared desire to reposition Indian perfumery on the global stage, with quality and cultural honesty at its centre.
The campaign reflects this by using actual fragrance ingredients such as saffron, black tea, and florals throughout, from the models’ makeup to the shoot’s design. It invites the models and patrons to identify with the textures that make Indian perfumes. This considered approach to craft is likely why Rahasya has become the first Indian fragrance brand to launch at Selfridges.
Rahasya’s ethos is best captured in a phrase they coined themselves: crafted chaos. Rahasya is the embodiment of a modern Indian identity that is diverse, vibrant, and unapologetically bold — represented by scents rooted in regional ingredients and an emotional sense of home, designed to feel both familiar and unexpected. Their visual and design language follows the same logic: a philosophy they call simple maximalism, striking a careful balance between minimalism and maximalism, heritage and modernity.
India’s fragrance heritage — its distinctive attar, temple incense, and spice market notes — has long been mined by Western houses as an exotic backdrop. Rahasya’s mission is to put Indian-inspired niche perfumery on the global fragrance map through an uncompromising attitude towards quality and an obsession to represent a new Indian spirit: ever modern, ever youthful, and forever vibrant.
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