From Kannauj to Contemporary: How Rareity’s इत्र of भारत is Reimagining India’s Perfume Heritage

For centuries, India has been a land of fragrance where scents are not just worn but lived. From the sacred rituals of temples to the delicate whiff of roses at dawn, the country’s relationship with perfume is deeply spiritual, sensorial, and cultural. At the heart of this fragrant legacy lies Kannauj, a small town in Uttar Pradesh often called the “Fragrance Capital of India.”

Here, artisans have mastered the ancient art of itra  natural, oil-based perfume crafted through time-honoured distillation processes that preserve the true essence of flowers, woods, and resins. While the global perfume industry has evolved toward synthetic and alcohol-based formulations, one brand is taking a soulful step back  blending heritage with conscious luxury.

Rareity: Where Tradition Meets Modern Elegance

Enter Rareity, a handcrafted luxury brand that celebrates India’s cultural roots through slow, sustainable, and thoughtful self-care. From fragrant attars and perfumes to natural skincare and flame-free aroma experiences, Rareity embodies the essence of “Made in Bharat” with a global sensibility.

At its heart lies the Itra Collection, an ode to Kannauj’s enduring craft. Rareity’s collaboration with local artisans ensures that the centuries-old process of oil-based distillation continues to thrive in a modern world. In doing so, the brand not only preserves authenticity but also empowers communities that have carried this art across generations.

“Rareity was born out of a desire to bring back what India has always known the soulful beauty of pure, handcrafted fragrance,” says Rashmi Chopra, Founder of Rareity Beauty. “I wanted to create a brand that reflects our roots yet speaks to the modern, mindful woman someone who values authenticity, sustainability, and emotion in every ritual.”

A Conscious Renaissance in Perfumery

Rareity’s Itra line redefines perfumery for the mindful generation. Each blend is crafted without alcohol, chemicals, or additives — allowing the raw beauty of natural ingredients to shine. Unlike synthetic perfumes that fade quickly, itra evolves with the wearer’s skin, leaving a warm, lasting impression that feels deeply personal.

“Our philosophy is simple fragrance should be pure, purposeful, and soulful,” adds Chopra. “Every drop tells a story — of Indian soil, artisanal hands, and time itself.”

Signature Scents: Gulab and White Oud

Rareity’s journey began with two iconic launches — Gulab and White Oud.

• Gulab, inspired by India’s eternal love affair with roses, is tender yet timeless, evoking freshness and romantic nostalgia.
• White Oud brings a contemporary touch to the ancient essence of oud — bold, refined, and powerfully rooted in Indian mystique.

Together, these fragrances symbolize Rareity’s mission: to bring India’s soulful artistry into the realm of global luxury perfumery.

Fragrance Beyond the Bottle

Rareity doesn’t view scent as limited to personal wear. The brand believes in “Fragrance Mode”, a philosophy that scent can shape moods, transform spaces, and enrich experiences. From aroma melts and diffusers that create calm, toxin-free ambiances to aura fragrances designed for celebrations and introspection, Rareity extends perfumery into every corner of life. Each creation encourages mindful indulgence — whether it’s a quiet evening ritual or a festive family gathering.

Crafted with Care, Presented with Purpose

Rareity’s commitment to craftsmanship extends beyond the fragrances themselves. The brand’s packaging  hand-chroated, eco-conscious, and adorned in artisan-made pouches  serves as a tribute to India’s diverse craft traditions. Every pouch carries a story of artistry and sustainability, transforming each perfume into a collectible keepsake.

Reviving India’s Fragrance Heritage

Rareity’s vision goes beyond commerce  it’s a cultural revival. By positioning itra as both a luxury and a lifestyle essential, the brand invites modern consumers to reconnect with their roots. It’s not merely about nostalgia but about reimagining ancient practices through a contemporary lens of elegance, ethics, and authenticity.

A Modern Renaissance from Kannauj

Rareity’s story is a reminder that true luxury lies in authenticity — in the art of taking time, valuing craftsmanship, and preserving what matters. By anchoring its vision in Kannauj’s fragrant soil and championing conscious perfumery, Rareity is ushering in a modern renaissance of Indian scent culture.

“Rareity is my ode to India’s timeless essence  to the art, emotion, and craftsmanship that define who we are,” says Rashmi Chopra. “Every fragrance we create is a bridge between the India of yesterday and the India of today  pure, soulful, and proudly homegrown.”

In every drop of Gulab, White Oud, or the upcoming Aura Blends, there is more than just fragrance  there is a story of India: fragrant, timeless, and unforgettable.