Bhuvan Bam launches premium fragrance brand Sarkar with global ambitions

Mumbai: A fresh scent is wafting into India’s premium perfume market. Actor and creator Bhuvan Bam has launched Sarkar, a premium fragrance label built around craftsmanship, premium formulations and long-term global ambitions rather than celebrity appeal.

Quietly developed over nearly three years, Sarkar has been co-founded by Bam alongside Neel Gogia, Rohit Raj and Jag Chima. The founders say the brand has been created to bridge the gap between mass-market body sprays and high-priced niche luxury perfumes by offering parfum-strength fragrances at more accessible price points.

Priced between Rs 1,000 and Rs 2,000, the unisex collection features a 25 per cent fragrance oil concentration and is designed for consumers seeking premium quality without luxury-level pricing.

“Sarkar was never about creating a fragrance brand for a moment. It was about building a brand with a distinct identity and a long-term vision,” said Bhuvan Bam. “Fragrance has always been a powerful form of expression, and we wanted to create something that people connect with because of what it represents. Every decision, from the brand identity to the fragrances themselves, has been shaped by patience, intention and attention to detail.”

The debut range includes four fragrances, Orion, Noble, Throne and Regal, each positioned as a distinct expression of personality and occasion. Orion, Noble and Throne have been formulated in France, while Regal has been developed in Spain. All four fragrances comply with standards set by the International Fragrance Association (IFRA).

Explaining the brand’s positioning, Sarkar, co-founder, Neel Gogia, said the company identified an opportunity to serve consumers looking for premium formulations without paying ultra-luxury prices.

“For years, the fragrance market has largely been defined by two ends of the spectrum, products built for scale and products built for exclusivity,” he said. “We felt there was room for a fragrance house that could bridge that gap without compromising on quality, formulation or experience. Our ambition isn’t simply to launch a brand, but to build one that earns lasting consumer trust through consistency, craftsmanship and thoughtful innovation.”

Sarkar, co-founder, Rohit Raj, said fragrance was a natural extension of Bam’s creative journey.

“Fragrance is one of the most personal forms of storytelling. It becomes part of someone’s identity long after they’ve left the room. For Bhuvan, who has always connected with people through memorable characters and storytelling, building a fragrance house felt like a natural extension of that journey,” he said.

Highlighting the product development process, Sarkar, co-founder, Jag Chima, said the focus was on balancing craftsmanship with everyday wearability.

“Each expression needed to have its own identity while still feeling like part of the same house. Our focus was on creating fragrances that are distinctive, memorable and carefully crafted,” he said.

The collection is now available through Sarkar’s official website as well as online marketplaces including Amazon and Flipkart.

The launch comes as India’s premium fragrance market continues to expand, driven by younger consumers seeking high-quality personal care products that blend craftsmanship, longevity and distinctive brand identities.