Looking inwards

As a child, before I could develop a concrete sense of self, I knew what that ideal version of me would smell like. A touch of gourmand, topped off with florals and a hint of sugar. Like blooming flowers next to a bakery. As a result, I approach every fragrance I spritz with trepidation — like the smell will unlock my higher self, that this elusive idea would become more reachable. 

It is with that same hope I entered BEAUTIFUL INDIA’s store on Pali Hill in Mumbai, brought to life by Manali Siswawala and Shubh Baraskar of Sushant Deshmukh and Associates. The 520 sq ft interiors, much like their signature Eau De Parfum bottles, are soothingly minimal. Their unique brand language has been crafted by Creative Director Pritam Shettigar.

BEAUTIFUL INDIA’s signature fragrances attempt to distil India’s profound spiritual history in a bottle. Across a range of luxury lifestyle products, they preach travelling the beautiful journey from the head to the heart. As someone my friends often describe as too self-aware (a trait my parents would happily rebut), I found myself curious to see what the experience would bring.

An all-heart mission 

Upon entering, the store reveals a flood of monochromatic white. The interiors feature the discovery set front and centre — vials filled with their four signature scents. They’re inspired by what the brand describes as four essential truths of the universe: ONE, PEACE, YOU and LOVE. 

Devised out of 28 ingredients sourced from 22 countries, the fragrance profiles are diverse. Floral, oriental, woody and fresh notes come together to create a sensory experience that is mindful, thoughtful with its intention.

To the sides, white walls with scooped-out shelves display an array of candles, shower gels and perfumes named after the fragrances. The brand is Praveen Kenneth’s brainchild, a seasoned entrepreneur with decades of experience under his belt. But this time around, it’s different. “I can’t hustle this brand,” he emphatically states, looking around him with a smile. “I’ve made investments, I’ve opened companies. But this brand is inspired by my personal journey.” 

Would he then call this a labour of love? Pat comes the response, as he argues, “What is a labour of love? Isn’t everything a labour of love?” 

Will the world listen? 

The store is a mindfully curated experience that invites visitors to look within. But in a world rapidly moving ahead and eyes glued to screens raking up astronomical screen times, (a habit I’m guilty of myself) is anybody listening? “Just because nobody is listening, doesn’t mean you should stop talking, or stop spreading the message,” Praveen signs off.