The Attarwala

The Attarwala was born out of Harsh’s love for ittar or attar. He came to us with a casket full of small glass bottles of ittar, wanting to bring his expertise to the masses of India. We were assigned with the task of building his brand from the ground up.

Attar has an age-old connection with India’s rich cultural heritage. Attarwalas would visit different royal courts with perfumes especially customised to suit the different occasions. They would act as personal perfumers who would create unique smells for each individual. Even though there are no more royal courts to visit- attars have not lost their importance in our culture. They are used for religious purposes as well to add the final touch to a well put together outfit.

Inspired by the colourful typography of old shop signboards, the ‘desi’ anglicised way of speaking and the motifs and symbols of the bygone eras- we had the pleasure of diving into designs of time that came long before us.

The brand has been built with heart and the packaging opens dramatically, to reveal a lovely story that will make each consumer feel like royalty.