Here's A Luxury Home Fragrance Brand To Give Your Office or Living Space a Newer, Fresher Arôme

Leena Labroo: I have always had a strong sense of smell – good & bad – from fine fragrance to toe jam! Perfume, spas, lotions, potpourri, and anything that is scented has always appealed to me. As I came to understand fragrance and its components (along with age!), my nose has become fussy and discerning in a way, so I’m drawn to particular scents. Niana was born from this passion for fragrance and started organically. I have a Psychology & Communications background and have worked with advertising agencies and in the non-profit sector as well.

I had been collecting candles forever, and as a young girl, dabbled with making candles with my sister. It was always fun and creative! In India, at the time, there wasn’t really an established brand that made scented soy candles. I was clear that I wanted to make an eco-friendly candle that burnt well and smelt divine. A candle is a natural mood enhancer, and I have always loved the ambience it creates and the warm light it emits.

We started by retailing our candles through a few multi-brand lifestyle stores like AA Living, Moonriver, and Second Floor Studio. Over the years, we have expanded our product line to include diffusers, sachets, and room sprays and have increased our reach through e-commerce, institutional and corporate buyers.

Nisheeta Labroo: I went to business school in the US, where I majored in Marketing and Management (my mom and I both went to the University of Pennsylvania). I moved back to Delhi in 2010 and worked as a management consultant at Accenture and, later, as an analyst with Save the Children, an international not-for-profit organization. I have always had a strong entrepreneurial desire – watching my mom build and grow Niana from our home kitchen has been remarkable! I love candles and truly believe in the quality of the product. I felt that a large part of the market was untapped and believed that there could be exponential growth in the business. I joined Niana in 2015 and couldn’t be happier!

We were clear right from the beginning that we wanted to develop an eco-friendly candle that burnt well and smelt divine. Our candles are made with 100% natural soy wax derived from soybean, which is biodegradable and non-toxic. No carcinogens are produced when the candle is burnt. We use cotton wicks that are free from lead and zinc. We use natural rattan reeds for our diffusers. We make a conscious effort to use eco-friendly raw materials in the creation of our products and source the finest ingredients globally.

Known for our unique fragrance portfolio, Niana aromas are subtle, evocative, and eclectic. We offer a range of fragrances - some simple and some complex, some subtle and some strong to cater to the Indian market.

Working closely with companies that are pioneers in the highly specialised field of fragrances gives us exposure to the latest trends prevailing around the world. We do extensive research and consistently train ourselves to remain fresh, creative, and innovative. Keeping customer insights and preferences in mind, we develop unique fragrances that reflect deep richness and complexity in their formulation. We are always looking for creative ways to introduce a new fragrance into the market or develop one exclusively for our clients.

A couple of years ago, we launched a limited edition candle: SMODOR – The Smoke and Odor extinguisher. We found people complaining about smells like kitchen masalas, stale smoke, and garbage in their homes. This invigorating spicy fragrance is a fusion of orange, grapefruit & cinnamon and wipes out all unpleasant smells quickly.

We found people around us always complaining of bathroom odour. This led us to launch Poofume, a before and after toilet spray. We developed a blend of citrus, musk, and sandalwood that creates a shield on the surface of the toilet bowl and blocks any unpleasant odour. The product is available in two sizes: 50 ml and 10ml (Poofume on the Go). With quirky slogans and imagery, we believe that this product has appealed to a wide audience.

Last year, after the world was hit by a global pandemic, we launched a limited edition Gratitude candle with 10% of the proceeds being donated to KARO, an organisation that supports holistic care to cancer patients belonging to low-income communities. We wanted to encourage people to share their gratitude and to appreciate those that bring light, kindness, and truth to their lives.

Through our bespoke division, we offer clients the possibility to co-create something that is truly exclusive in terms of fragrance as well as packaging. Special attention is paid to specific needs, budgets and aesthetics. Some of the luxury brands that we have partnered with include Ananda Spa, KAMA Ayurveda, Bombay Perfumery, Hazoorilal Legacy, Vanaveda, Foodhall, Tresorie, Tinder, Indus Ind Bank, and Tarun Tahiliani.

With exquisite packaging and customization options, our luxuriously textured products make attractive gifts for all occasions. We find that people are moving away from traditional gifts such as mithai and dry fruits, and are now looking for opportunities to gift their clients or wedding guests something customized and unique. We cater to many corporate clients and weddings.

All our products are handcrafted in small batches. Created by and for those passionate about scents, each product is poured, cleaned, labeled, and packaged individually by hand. We use 100% natural soy wax, cotton wicks and source the finest ingredients globally. We go through a vigorous process of testing and refining our fragrances to create the desired aroma for our customers. Access to perfumers that are pioneers in the field of fragrance gives us insight into the latest trends and customer preferences, which, in turn, leads us to create new fragrances that appeal to a wide selection of people.

We sell scented soy candles, reed diffusers, sachets, room sprays, and Poofume, a before & after toilet spray. A mix of methods can be used to scent your home. Candles are best suited for intimate moments, entertaining, and to help you unwind and rejuvenate. Diffusers work effortlessly and continuously in small spaces to create an enveloping scent. For a quick burst of instant scent, use room sprays – these work well on linen and bedsheets. Use sachets to perfume your personal belongings; closets, lingerie, linen, gym bags, even shoes! Poofume is a must-have for all bathrooms - just a few sprays can mask any lingering and embarrassing bathroom odor.

We’d recommend they try our scented soy candles as you can choose a fragrance depending on the mood you’re in – Lavender, to relax; Mandarin Lime, to feel refreshed; Jasmine to set the mood for romance. We also recommend Poofume; it’s an instant work of wonder and a must-have for all bathrooms!

Some of our favourite scents from our collection are Bamboo Grove, No 6, Eternal Romance, Balsam & Cedar, Quest, and Zeal.

We’re entering the US market this year through a new partnership - this is a big step for us, and we’re really excited to see the response. We’re looking to expand our online presence in India and are also working on a few exciting B2B partnerships.

We have a bunch of new products lined up for this year. We’re planning to launch two new reed diffusers, three room sprays in our Timeless collection, and a deluxe candle collection featuring our bestsellers in a larger three-wick container. We introduce a festive range for Diwali every year; we’re currently sampling some designs and look forward to launching the collection later this year.

Leena: Yoga, meditation, bridge, travel, painting, and spending time with my friends, family, and dog Sofia! I started painting in lockdown last year, and I’m hooked.

Nishi: Fitness, travel, adventure sports, TV shows, wine and cheese, playing with my dog Zelda.

Scent is extremely personal. Make an effort to find out what the recipient’s favourite fragrance is - this will add a personal touch to your gift! Choose a scent that matches their preference - e.g., Mogra or Rose for someone who likes floral fragrances, Driftwood or Balsam & Cedar for someone who likes woody scents.

Packaging is key! Choose a gift that is thoughtful and beautifully presented. We launched a curated range of gift sets last year that make lovely gifts for all occasions.