Naso explores heritage perfume techniques
Naso is pursuing local sourcing and production while using heritage production techniques. The young perfume brand aims to expand its selection of Ayurvedic inspired scents while uplifting Indian farmers.
“We like experimenting with unusual ingredients,” Nasa head Astha Suri told Vogue India about her nascent brand. “I wanted to contextualise the link between Ayurvedic healing and scent.”
Suri’s family began making perfumes in 1952 around the Lucknow area. With the initial batch of six perfumes for Naso, Suri aims to continue this tradition while adding in modern elements and promoting the healing properties of Ayurveda.
“We are proud of having generational workers at Naso,” said Suri, noting that all of Naso’s fragrances are produced in Lucknow. The brand aims to support local Indian farmers through its ingredient sourcing and has its rose and mud sourced from Uttar Pradesh while its saffron is brought in from Kashmir.
Naso perfumes use attar as their base, a concentrated and heavily scented oil which has been used in South Asia for around 60,000 years. By mixing these strong scents with fresher notes, Suri aims to modernise this traditional form of perfume.
The brand retails from an array of multi-brand boutiques across India such as The Taj Hotel in Rishikesh, Roseate House in Delhi, and Evoluzione in Chennai. The brand is also expanding its online retail network and currently retails with e-commerce platforms including Tata Cliq Luxury, Sublime Life, Stitched Shop, and Rooted Objects among others.
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