In a world dominated by perfumes and deodorants, Vidushi Vijayvergiya stands out with a mission to revive the charm of ittars, the concentrated form of fragrances made with essential oils that were once synonymous with royalty and luxury. Her entrepreneurial journey began on Shark Tank Season 1, where her passion for fragrances captured the hearts of the sharks, leading to an investment from Piyush Bansal in her company.
The roots of Vidushi’s venture trace back to the 1850s when Chhunnmal Vijayvergiya moved to Lucknow to serve the royals and Rasookhdars with his exquisite ittars. The Nawabs took a liking to his creations, prompting him to establish a small business in Lucknow. His son expanded the business into the B2B sector, exporting ittars to Europe. The legacy continued through Chhunnmal’s three sons – Vinay Vijayvergiya, Vishal Vijayvergiya, and Vinod Vijayvergiya.
To rekindle the traditional fragrance of ittars, Vidushi, the sixth-generation entrepreneur, founded ISAK Fragrances in 2017 in Lucknow. Her vision goes beyond selling perfumes; it is about reviving the essence of Indian perfumery, distinct from foreign brands. Vidushi emphasizes that Indian perfumes, with 20% higher concentration than French perfumes, are more long-lasting and robust.
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Although initially hesitant to join the family business, Vidushi’s move to Switzerland after marriage provided her with the opportunity to explore the perfume market dominating the world with classic fragrances. Recognizing the untapped potential of Indian perfumes, Vidushi decided to establish ISAK Fragrances as a brand celebrating ittars.
With just nine products initially, Vidushi and her aunt Niti Vijayvergiya provided the initial funding for the venture. Vishal, Vidushi’s uncle, became the ‘chief nose’ responsible for creating the perfumes. The brand’s entry into the market was marked by the introduction of a discovery pack during the lockdown, priced at a minimum of Rs 650. This pack allowed customers to try all nine perfumes and proved to be a resounding success, becoming the brand’s hottest selling product.
Vidushi challenges the misconception that Indian perfumes lack quality, emphasizing that India produces natural and high-quality perfumes. However, the intricate process of developing fragrances from age-old recipes increases production costs, deterring customers who may be unwilling to pay the premium. To combat this perception, Vidushi’s strategy of introducing a trial pack at an affordable price proved effective in attracting customers and showcasing the brand’s offerings.
The decision to feature ISAK Fragrances on Shark Tank Season 1 further propelled the brand into the limelight, making it a go-to destination for fragrance enthusiasts. Vidushi’s journey from a business family, immersed in the world of fragrances, to becoming a successful entrepreneur stands as a testament to her determination and innovation. Her venture not only revives a traditional art but also positions her as an inspiration for aspiring entrepreneurs in the country. Vidushi’s commitment to preserving the heritage of ittars has created a niche for ISAK Fragrances, making it a noteworthy player in the fragrance industry.
