India’s connection with perfumes goes back centuries. Kannauj in Uttar Pradesh, known as the “Perfume Capital of India,” is world-famous for its natural fragrances like sandalwood, saffron, and rose. Carrying forward this rich tradition, Rareity Beauty’s Founder & CEO, Rashmi Chopra, is bringing the vision of Make in India and Vocal for Local to life. Her Itra Collection carries the artistry of Indian craftsmen, local resources, and cultural heritage to modern consumers.
The Fragrance of Atmanirbhar Bharat
Every Rareity Beauty product reflects the spirit of a self-reliant India. These oil-based, alcohol-free perfumes are crafted using locally sourced ingredients such as roses from Kannauj, saffron from Kashmir, sandalwood from Karnataka, and jasmine from Tamil Nadu. This initiative not only offers consumers pure and sustainable choices but also strengthens the income of local farmers and artisans.
Vocal for Local: Honouring Artisans
Rareity Beauty extends its philosophy beyond perfumes to packaging as well. Handcrafted pouches and packaging made by artisans showcase Indian craftsmanship in a new light. This initiative generates employment for local artisans and strengthens the Vocal for Local movement.
Indian Identity on the Global Stage
Rashmi Chopra believes that Indian perfumes are not just products but a cultural legacy. By taking Rareity Beauty to global platforms, she is proving that Make in India is not only about economic self-reliance but also about establishing India’s art, traditions, and resources as a global identity.
Today, Rareity Beauty’s Itra Collection embodies the same timeless fragrance of India that has enchanted people for centuries—now with modern packaging, sustainable alternatives, and the spirit of self-reliance.
