In the heart of northern India lies Kannauj, a town steeped in the art of perfume-making for centuries. Gopal Kumar, a seasoned flower grower, holds the secrets of when marigolds are ripe for picking and how roses carry the essence of Kannauj's distinct scent.

For over five decades, Kumar's flowers have contributed to ittars, natural perfumes crafted by distilling botanicals over base oils. Yet, the industry faced challenges; post-liberalization, exports dominated while some compromised quality for cost, shifting to alcohol bases.

However, a resurgence is underway. Boond Fragrances, founded by Krati and Varun Tandon, aims to revive Kannauj's traditions. Their success, reflected in over 10,000 orders within a year, signifies a growing interest in authentic perfumes. Similar initiatives like Kastoor, led by Esha Tiwari, bridge artisanal heritage with modern sensibilities, offering natural ittars to urban consumers.

This resurgence aligns with a global trend favoring sustainability and local products. With a rising demand for organic fragrances, India's ittar industry finds itself in the limelight, attracting international attention and markets.

As India's indigenous perfume craft resurges, its artisans, equipped with generational wisdom, adapt to new trends while upholding tradition—a testament to the rich legacy of Indian perfumery.