Buoyed by mounting success in Indian airport and local market channels, Delhi-based luxury fragrance house Mocemsa is targeting overseas travel retail as part of an ambitious expansion plan.
Mocemsa sells a variety of lines in leading department and duty-free stores, perfumeries and boutiques across India where it now ranks among the top ten fragrance brands nationwide.
This week it launched at Sri Guru Ram Das Ji International’s domestic terminal in Amritsar, bringing its travel retail footprint to 15 doors across eight Indian airports (see table below).
Mocemsa, co-founded by brothers Pulkit and Paarth Malhotra, originated in Spain in 2017 and has production facilities in Barcelona and Delhi in India.
Chief Perfumer Pulkit Malhotra trained in perfumery at the Grasse Institute of Perfumery in France and has brought those learnings and standards to a collection of fragrances using rare and natural ingredients.
“Mocemsa’s offerings cater to both men and women, blending aesthetics and sensory experiences to craft distinct, long-lasting fragrances,” Mocemsa Chief Executive Officer Subhadro Das told The Moodie Davitt Report.
“Anticipating the future of luxury products in India, especially fragrances, travel retail is likely to hold the major share of the pie in sales contribution,” he said.
“Duty-free stores offer the no-tax benefit to consumers while due to Indian domestic air travel increasing in leaps and bound, there has been a sudden spurt in duty-paid travel retail. We are reaping the same benefit. Our aims and forecast are based on the anticipated further increase within India’s travel retail space.
“We have also initiated a move to build the brand’s footprint internationally,” Das continued. “Apart from appointing partners for the brand in other Asian countries, we are also making forays into the US and European markets.”
Blending global and local
Das said the brand’s success has been built on several key tenets – product differentiation and craftsmanship; a deep Indian cultural connection; aesthetic appeal; a balance between offline and offline presence; and a niche market, storytelling-based approach.
“Mocemsa focuses heavily on the quality and craftsmanship of its products,” Das commented. “The brand highlights its use of rare, natural ingredients sourced globally, which sets it apart from mass-market competitors.
“We emphasise the heritage of perfumery, combining international fragrance standards with Indian preferences.”
The resultant fusion of global luxury with Indian tradition gives the brand a unique identity that resonates well with local consumers, Das said.
“Mocemsa targets perfume enthusiasts and luxury connoisseurs who value exclusivity and long-lasting scents,” he said. “Our storytelling approach to marketing highlights the emotions and memories that our fragrances evoke, adding to the appeal.”
Particular importance is given to the aesthetics of packaging and bottle design, he said, ensuring that the visual appeal matches the luxury of the fragrance. The bottles are sourced from Italy and the outer packaging from Germany and Italy.
Besides its extensive offline presence across a range of lifestyle-focused stores, Mocemsa also has what Das described as a strong online strategy in both communication and ecommerce terms. ✈
