The recent trend of chai is influencing various sectors, particularly in fragrances. As temperatures drop, the comforting essence of chai, characterised by cardamom, ginger, milk, and sugar, is becoming a sought-after scent. There has been an 80 per cent increase in global Google searches for “chai flavour” over the past week, with year-on-year interest surging by over 5,000 per cent. Similarly, searches for “chai fragrance” have also seen a significant rise.

Notable brands are responding to this growing trend. In January, Prada introduced Infusion de Santal Chai, setting a precedent for other fragrance houses. Following this, Indian brands are also stepping into the market. Fraganote’s Cutting Chai Eau de Parfum merges saffron and cardamom with a chai heart and a hint of sweetness, aiming to capture the essence of the traditional Indian cutting chai. Co-founder Garima Kakkar expressed the intention to authentically represent the chai experience.

Another example is Bombay Perfumery’s Chai Musk, which features a blend of lemongrass, ginger root, and green tea, with a base of sandalwood and a milky accord. This approach showcases the diverse interpretations of chai in fragrance, appealing to both domestic and international audiences.

Chai’s Influence on Home Fragrance

Chai’s impact extends beyond personal fragrances into the realm of home scents. Brands like Ikkis, Wara, and RAD LVNG are incorporating chai-inspired fragrances into their candle collections. Vineet Arora, the founder of RAD LVNG, highlighted the objective of recreating the warmth of a freshly brewed cup of masala chai through scent. The comforting aroma of spiced tea is designed to evoke feelings of familiarity and warmth within homes.

This festive season, a cutting chai glass paired with a Parle-G biscuit is among the most popular candle gifts for Diwali, showcasing the cultural significance of chai in Indian celebrations. The trend reflects a broader movement to infuse everyday comforts into home environments through fragrance.

As chai continues to inspire various products, its role in home fragrance is expected to grow, further solidifying its place in contemporary Indian culture.

Chai’s Role in Beauty Products

While chai-inspired fragrances are relatively new to the Indian perfumery scene, the beverage has long been a staple in the beauty industry. Its warm brown hue translates well into wearable nude shades, particularly suitable for Indian and South Asian skin tones. This trend is being embraced by newer beauty launches, such as Indē Wild’s Dewy Lip Treatment in Masala Chai, which reflects the cultural significance of chai.

Diipa Buller-Khosla, the founder, noted that the product aims to encapsulate the nostalgic feelings associated with chai. The focus on achieving the perfect warm nude shade demonstrates the commitment to catering to the specific needs of South Asian consumers. Other brands are also exploring this concept, with products like the Mamaearth x Chaayos Kulhad Chai Tinted Lip Balm and CITTA’s Vanilla Chai Nourishing Lip Balm, which incorporate chai extracts and other natural ingredients.

Industry experts, including Kakkar, believe that chai has the potential to establish itself as a lasting category in perfumery, akin to vanilla. The widespread use of chai in product naming signifies its association with warmth and comfort, suggesting that it may not be a temporary trend but rather a staple in both fragrance and beauty sectors.

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