Fragrance on Amazon India sells ₹216.6 crore a year. One Indian D2C brand takes a fifth
Nobody can smell a perfume online. So we read every product Amazon India shows for six fragrance searches, 755 listings, and opened every one that shows sales, to see who wins when the buyer has only the reviews, the price and the name.
The measure
Sales on Amazon India: the "bought in past month" figure at its lower bound, times the product-page price, times twelve. Read on 12 October 2026, during Amazon's festive sale, in the gifting season. The shelf sells at least ₹216.6 crore a year, about 478,100 bottles and sets a month.
Who sells it
Indian D2C takes up to 47.4% with the smaller brands whose owner is not yet confirmed. Acquired D2C: Beardo (Marico) and The Man Company (Emami). Multinational: Western designer brands.
Indian D2C brands take 38.4%, more than any other group. Indian companies that are not D2C (Wild Stone, Titan's Skinn, Park Avenue, Engage) take 30.7%. Beardo and The Man Company started as D2C and now belong to Marico and Emami. They take 7.0%, so D2C-born brands take 45.4% in all.
| Brand | Owner | Median price | Share |
|---|---|---|---|
| Bella Vita | Indian D2C | ₹445 | 20.2% |
| Wild Stone | Indian corporate | ₹319 | 9.6% |
| Skinn by Titan | Indian corporate | ₹1,367 | 6.4% |
| Beardo | Acquired D2C | ₹294 | 5.8% |
| Ajmal | Gulf house | ₹666 | 4.9% |
| BlaBliBlu | Indian D2C | ₹594 | 4.6% |
| Park Avenue | Indian corporate | ₹299 | 4.5% |
| Engage | Indian corporate | ₹246 | 4.2% |
| Secret Alchemist | Indian D2C | ₹1,079 | 3.5% |
| Lattafa | Gulf house | ₹3,000 | 3.2% |
Bella Vita takes 20.2%, about twice the next brand, Wild Stone (9.6%). It sells under two store names on Amazon, "Bella Vita Luxury" and "BELLAVITA". Counted apart, each looks like one of several mid-sized brands. Counted together, it has 50 listings that sell and no close rival. The top three take 36.2%.
The premium end is Gulf, not Western
| Owner group | Median price | Listings priced | Share of sales |
|---|---|---|---|
| Western multinational | ₹1,575 | 31 | 4.2% |
| Gulf house | ₹860 | 30 | 10.8% |
| Indian D2C | ₹399 | 156 | 38.4% |
| Indian corporate | ₹300 | 123 | 30.7% |
| Acquired D2C | ₹299 | 29 | 7.0% |
Gulf houses sell 2.6 times what Western designer brands sell, at about half the median price. Ajmal, based in Dubai, is the fifth brand on the shelf. Lattafa sells six listings at a median of ₹3,000. Davidoff, Azzaro, Jaguar, Nautica and Calvin Klein each take under 1%.
D2C brands do not win on prestige. Their median listing, ₹399, sits near the Indian corporate brands at ₹300, not near the Western ones. They sell at the price of Wild Stone and Park Avenue.
What sells
| Type, from Amazon’s own category | Share of sales |
|---|---|
| Perfume (EDP, EDT, cologne) | 81.3% |
| Gift set | 8.4% |
| Attar | 5.2% |
| Body spray or mist | 5.0% |
The type comes from Amazon's own category, not from the title. Read from the title words, gift sets came out more than three times larger, because single bottles are often called a "combo" or a "pack of 2". By the words in the title, products for men are 45.6% of the money, unisex or both 24.7%, and for women 20.8%.
What share of each company's sales this is
| Company | Revenue | On this shelf | Share of revenue |
|---|---|---|---|
| Bella Vita (FY25) | ₹456 cr | ₹43.9 cr | 9.6% |
| BlaBliBlu (run rate, Mar 2026) | ₹100 cr | ₹9.9 cr | 9.9% |
| AdilQadri (CY2024) | ₹120 cr | ₹4.4 cr | 3.7% |
This shelf is about 10% of Bella Vita's filed FY25 revenue and about 10% of BlaBliBlu's reported run rate. For AdilQadri it is about 4%: it sells most of its volume through its own site and its own stores. BlaBliBlu's and AdilQadri's figures are company statements.
What we predicted
We wrote down 7 predictions before we read the shelf. 7 of 7 held.
| We said | We found | |
|---|---|---|
| The shelf sells ₹150 to ₹300 crore a year | ₹216.6 crore | Right |
| The largest brand is Indian D2C, most likely Bella Vita | Bella Vita, Indian D2C, 20.2% | Right |
| Indian D2C brands take 35 to 55% | 38.4% (up to 47.4%) | Right |
| Gulf houses take 10 to 20%, more than Western designer brands | Gulf 10.8%, Western 4.2% | Right |
| The median D2C listing costs under a third of the median multinational one | ₹399 against ₹1,575 (25%) | Right |
| The top three brands hold under 40% | 36.2% | Right |
| Body sprays and mists carry under 15% of the money | 5.0% | Right |
Method
Amazon India, six searches, three pages each: perfume for men, perfume for women, unisex perfume, body mist, attar, and perfume gift set. We counted Amazon's own search results and opened the product page of every listing that shows a sales figure: 544 of 755. The shelf is everything Amazon files under Beauty, then Fragrance. Deodorants, henna and hair packs that the searches also returned sit in other Amazon categories and are not on it. A company that sells under several store names counts as one brand, and every brand's owner is researched by hand.
The full report, with every table and chart: fragrance on Amazon India (PDF). If you are building in fragrance or personal care, book a discovery call.
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