Brands
Sacheerome launches ‘The Art of Fragrance’ initiative with visual artist Nupur Kundu
Mumbai: India’s leading fragrance and flavour manufacturing company, Sacheerome, has joined forces with renowned visual artist Nupur Kundu to launch ‘The Art of Fragrance’ initiative, which aims to blend visual art and fragrance creation, fostering emotional connections between scents and artwork.
Against the backdrop of India’s rapidly growing fragrance and flavour (F&F) industry, valued at $900mn plus currently, Sacheerome’s partnership with Nupur Kundu signals a strategic move to tap into the changing preferences of consumers. Market research firm, IMARC expects the Indian F&F market to reach nearly $1.5bn by 2028, driven by rising disposable incomes and evolving lifestyle choices.
Expressing his thoughts on this ground-breaking partnership, Sacheerome’s chief perfumer and MD Manoj Arora said, “Perfumery has long been acknowledged as an art form. Our collaboration with globally acclaimed artist Nupur represents an avant-garde approach to spotlight the synergy between olfactory and visual senses. Combining fragrance with visual art elevates the sensory experience, providing a deeper significance.”
The initiative was inaugurated by Dinesh Vazirani, founder of India’s biggest art auction house, SaffronArt, at Mumbai’s Jehangir Art Gallery.
As per the ‘State of the Indian Art Market Report FY23’ by Grant Thornton Bharat and Indian Art Investor, there has been a nine per cent growth in turnover and a six per cent increase in artworks sold compared to the previous year. This makes FY23 the most successful year for the Indian art market in terms of auctions.
According to Arora, the increasing demand for luxury products in India creates a symbiotic opportunity for the art market. Millennials and Gen Z, seeking avenues to express their aesthetic sensibilities, are turning to contemporary art and fragrances as a means of personal expression.
Commenting on the collaboration, Nupur Kundu, a winner of Sarojini Naidu International Award, highlighted the initiative’s aim to provide a fresh perspective to both art and fragrance. She emphasised the younger generation’s inclination towards unique works of art that resonate with their intense emotions. “Art and fragrance are experienced uniquely by each individual, and the interpretation of the paintings should be left to the recipient,” she said.
Sacheerome has recently announced a $5 million investment plan for establishing a research and innovation centre, application lab, evaluation centre, sales office, and warehouse in the UAE. Additionally, the company is gearing up for a state-of-the-art manufacturing facility in YEIDA, near to the Jewar Airport.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
