MAM
Mocemsa’s Al Ameera is a fragrance that masterfully captures the essence of India: Paarth Malhotra
Mumbai: Originating from the heart of a first generation perfumer, emerges a fragrance brand that intertwines tradition and modernity in a beautiful mix called Mocemsa. Mocemsa was launched in 2017 by Pulkit Malhotra, a graduate from Grasse Institute of perfumery and Paarth Malhotra with the aim to bridge the gap between luxury and affordability by creating high quality, luxurious perfumes at accessible prices and giving great olfactory experiences to the users.
Mocemsa is a premium Indian perfumery brand with unrivaled original fragrance formulations. Each perfume is expertly crafted in Spain, Barcelona, using the highest quality ingredients and adhering to strict international standards, including being 100% IFRA compliant and cruelty-free. This dedication to originality and quality ensures that every Mocemsa fragrance is a true masterpiece, reflecting the brand’s ethos of luxury, sophistication, and authenticity. This same is reflected in their growth rate which is 63 per cent on yearly sales since its inception.
Indiantelevision.com caught up with Malhotra, where he shared more insights regarding his brand’s creation and many more…
Edited excerpts
On inspiration to start Mocemsa
My brother and I have always been interested in the world of perfumery. Although it was a small segment of our family business, it consistently captured our interest. When we embarked on the journey of founding Mocemsa, we identified a significant gap in the Indian market: the dichotomy between mass-market products priced under 500 INR and international luxury brands costing upwards of 6,000-7,000 INR. Our vision was to deliver the same quality as international brands but at a fraction of the cost. Our background in perfumery helped in achieving the desired price points without compromising on quality. Once Mocemsa entered the market, the superior quality of our products quickly garnered consumer appreciation, resulting in high demand and rapid sales.
On ensuring your products maintain a high level of luxury while being accessible in terms of pricing
We are among the very few companies in the fragrance industry that are nearly 100% vertically integrated. From crafting the fragrance formula and developing the perfume concentrate to managing the final sales point, we control the entire supply chain. This vertical integration allows us to maintain costs and ensure high quality. Additionally, we adopt a minimalist approach to marketing, allowing our products to speak for themselves. The savings are passed on to the consumer, making luxury fragrances more accessible.
On ensuring the quality and originality of your fragrances
Our in-house perfumers, led by Pulkit, who has extensive knowledge and experience in the fragrance industry, drive our commitment to quality and originality. Pulkit makes sure there is an innovative environment within our product development process, where originality is celebrated and rewarded. We use the finest raw materials, which undergo stringent quality control. IFRA is an organisation that regulates the usage of certain harmful raw materials, we are happy to state that we are IFRA compliant and in many cases go step or two ahead of the required compliances. This is only possible once you have a solid R&D in place.
On your signature Al Ameera fragrance
Mocemsa’s Al Ameera is a fragrance that masterfully captures the essence of India. It seamlessly blends traditional Indian spices like cardamom and saffron with exquisite floral notes such as rose. These ingredients evoke the rich aromas of Indian cuisine and nature, paying homage to India’s long-standing tradition of perfumery. For centuries, spices and flowers have played a vital role in Indian ceremonies and daily life. Al Ameera merges these timeless scents to create a warm, sensual, and spiritual olfactory experience. While deeply rooted in tradition, it also exudes modern elegance, making it suitable for both grand occasions and everyday wear.
On your decision to expand into shop retail and airport stores
Retail shops and airport stores are prestigious venues that play a significant role in a fragrance brand’s presence. At Mocemsa, we have always aspired to compete on an international level with global brands. Our expansion into these spaces aligns with this aspiration, and we are thrilled to see consumers embracing our products in such environments. This expansion is to enhance Mocemsa’s growth by increasing brand visibility and accessibility.
On ensuring that customers have a luxurious and memorable experience with Mocemsa fragrances, both in-store and online
Our philosophy is to let the product speak for itself, but we also recognize the importance of creating a comprehensive brand experience. We invest heavily in staff training to ensure that our advisors provide a consistent and enriching experience across all locations. This extends to our online presence, where we strive to offer a seamless and luxurious shopping experience.
On accumulating 63 per cent yearly sales growth
Our success is attributed to being clear on our target audience and market positioning. We adhere to the principles of product, price, place, and promotion. Key milestones include our entry into 75 prestigious retail and airport stores, the rapid acceptance and demand for our products in India, and the continuous innovation in our fragrance offerings.
On your plans for the future in terms of product innovation and market expansion
We typically launch two to three new fragrances each season, with our next release anticipated in early October 2024, or possibly sooner. Our future plans include global expansion, with a projection to establish a sales network in 10 countries. We are committed to continuous innovation in our product line to meet and exceed consumer expectations.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
