A Rose by any other name...

Born in Madurai and crafted in Grasse, LilaNur Parfums introduces India’s scented secrets to the world.

- CHUMKI BHARADWAJ

An invocation to the gods; an homage to the blushing bride and a peerless companion in beauty rituals, the rose celebrates the glory of India in all its dimensions. But Gul Rouge, a roseled, India-inspired scent from LilaNur Parfums expresses this affinity through the lens of French master perfumery. Unlike the cloying sweetness of traditional Indian rose attars and scents, this perfume captures the almost liquid sweetness of the Rose Centifolia with the spicy, more complex notes of Rose Damascena to summon a sensual essence that is dewy fresh with an air of subtle sweetness. Pitching LilaNur Parfums is India's first luxury fragrance house, Spice noses through this India-scented love letter to the world with brand creator Anita Lal (founder of Good Earth) and fragrance and brand expert Paul Austin.

"I am proud to say that we are the first Indian-inspired fine fragrance brand to be invited into the likes of Bergdorf Goodman, Harrods, Neiman Marcus and Moda Operandi," says Anita Lal.

Q. Why did you feel the need to launch an entirely new vertical, even though Good Earth has had its own scents since 2022? 

LilaNur Parfums is a completely unique proposition and very different from anything at Good Earth. I’ve always found it perplexing that Western fragrance brands have sourced ingredients from India, making use of its diverse floriculture and biodiversity and yet there was no luxury Indian fragrance brand. There was a visible gap in the market for an India-inspired niche fragrance brand, which led to the creation of LilaNur Parfums. While it has been selling out of Bergdorf Goodman and Harrods internationally, in India, it retails at Good Earth currently and will expand its retail base across other premium outlets in the near future.

Q. What prompted the timing for the India launch of the brand?