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Published
Mar 13, 2023
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Sawai Fragrances enters B2C segment with new brand 'Eze'

Published
Mar 13, 2023

Fragrance element manufacturer Sawai Fragrances has forayed into business-to-customer trade and launched ‘Eze Fine Perfumes’. The new brand went live on March 11 in Mumbai. 

The first line of Eze fragrances - Eze


Sawai Fragrances launched Eze under its new marketing vertical named Incredible Indriya, the business announced in a press release. Eze made its debut on Saturday with an event which introduced Mumbai’s fashion and beauty crowd to the new fragrances.
 
“With a rich legacy of over six decades, Sawai Fragrances has carved a niche for itself in the world of perfumery as a designer and manufacturer of essential oils and fragrant elements,” said Sawai Fragrances’ CEO and perfumer Pushkar Jain in a press release. “With our foray into the B2C segment, Eze fine perfumes is a culmination of three generations dedicating their lives to the development of perfumes. As firm proponents of the Made in India initiative, we are giving the country its own home-grown perfume brand. What fuels this passion is our aim to put the country on the world map as a fragrance force to reckon with.”

Sawai Fragrances is an established designer, manufacturer, and supplier of essential oils and fragrances and works with numerous international fragrance businesses. Its first product line for Eze features eight scents: three for men, three for women, and two which are gender neutral. 
 
“The Indian fragrance market is dominated by deodorants, which helps mask body odour but are not ideal for social occasions,” said Incredible Indriya’s director Kanishka Jain. “This turned out to be a great opportunity, to introduce the young generation to an exciting and proudly home-grown perfume that delivers a world-class fragrance experience. We are confident that Eze will resonate with our young audience and will be savoured as everyday wear.”
 

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