Brands
Eau So Haute launches fragrance-first body care for Gen Z
Targets masstige gap with layering ritual, everyday mists and digital focus.
MUMBAI: Perfume is no longer a finishing touch, it’s becoming the whole outfit. A new entrant, Eau So Haute, is betting on that shift, launching a fragrance-first body care line aimed squarely at India’s Gen Z consumers who are treating scent less like an occasion and more like a daily identity. The move taps into a gap in the market. Traditional offerings have long skewed either towards heavy, occasion-led fragrances or high-priced luxury perfumes, leaving limited room for everyday, reapplicable scents designed for layering and personal expression.
Eau So Haute’s answer is a three-step routine built around what it calls a “fragrance ritual”, a body wash to create a base, a lotion to lock in hydration and scent, and a body mist positioned as the hero product for generous, mood-led use. The idea is simple: scent that evolves through the day, rather than fades after first application.
Positioned in the “masstige” segment, the brand is targeting the middle ground premium in experience but accessible in price. Unlike conventional body care players that foreground skincare benefits, Eau So Haute flips the script, putting fragrance, mood and personality at the centre of its proposition.
The formulations draw on over two decades of expertise and are marketed as cruelty-free, paraben-free and phthalate-free, with manufacturing based in India under international quality protocols.
Founded by Anaya Gera, the brand is also leaning into a digital-first strategy, aiming to build a community around scent as a form of self-expression rather than just personal grooming.
The larger play reflects a cultural shift. For a generation raised on personalisation, fragrance is no longer about smelling good, it’s about smelling like yourself, multiple times a day.
Brands
Magellanic Cloud names Syed Ameeruddin CEO of e-surveillance arm
Keeping a sharper eye on the future, Magellanic Cloud is putting a seasoned watcher in charge.
MUMBAI – Magellanic Cloud Ltd. has elevated Syed Ameeruddin as Chief Executive Officer of its e-surveillance business, bringing its iVIS and Provigil operations under a unified leadership to accelerate growth in intelligent monitoring and infrastructure solutions.
Ameeruddin, a nearly two-decade veteran of the company, steps into the role after leading the e-surveillance vertical. His career trajectory—from Business Development Manager to the top of the vertical—reflects a steady climb built on operational depth, client engagement, and strategic execution across multiple subsidiaries.
Over the years, he has played a central role in expanding the company’s footprint, strengthening client relationships, and streamlining operations. He has also been instrumental in integrating acquisitions, helping align new businesses with Magellanic Cloud’s long-term strategy while stabilising performance across diverse domains.
More recently, Ameeruddin has contributed to securing key mandates spanning railways, the National Highways Authority of India, and the BFSI sector—wins that have bolstered the company’s order book and deepened its presence in critical infrastructure.
Commenting on the move, Joseph Sudheer Thumma said Ameeruddin’s leadership has been “pivotal in shaping the e-surveillance business,” citing his ability to drive growth, build teams, and deliver strategic wins as key to the company’s journey. His elevation, Thumma added, is expected to further accelerate expansion in AI-driven surveillance and infrastructure solutions.
The transition comes as demand surges for AI-enabled monitoring, centralised command systems, and large-scale deployments across mission-critical environments. Magellanic Cloud’s e-surveillance segment—anchored by iVIS and Provigil—has emerged as a significant growth engine, delivering projects across banking, transport, highways, and public infrastructure.
In his new role, Ameeruddin will focus on scaling platform capabilities, expanding deployments in complex environments, and developing integrated solutions that enhance real-time intelligence and operational resilience. He will continue to serve as Chief Operating Officer of the company alongside his new responsibilities.
With this leadership shift, Magellanic Cloud is doubling down on its ambition to stay ahead in India’s rapidly evolving surveillance ecosystem—where seeing, increasingly, is not just believing, but predicting.
