As Founder and Creative Director of Naso Profumi, a one-of-its-kind artisanal perfumery, Astha Suri has infused a youthful energy and contemporary philosophy into traditional Indian ‘attars’. By using exquisite ingredients grown in-house at distilleries in North India, and reinventing ancient techniques to create familiar yet mysterious fragrances through a sustainable process, Naso stands out as a clutter-breaking brand with a unique voice that captures the imagination and aspirations of the modern consumer. In this conversation with PeakLife, Astha traces the brand’s inspiring journey and decodes its remarkable success.
Naso Profumi stands out as a first of its kind homegrown artisanal perfumery, and is distinctive both in terms of its offerings and philosophy. What motivated you to envision the brand and make it a reality?
We at Naso are a NormCore, niche green perfumery aiding the need to heal, via our green blends. Distilled smartly, we work towards reviving the soul of Indian perfumery by bringing it to the forefront, through our light and dark flavours, to suit the global audience and palate. The need to heal in the modern world provoked me to release a series of blends equipped with healing properties, amalgamated with rich herbs and spices that the country has to offer. The luxury of concentrating Attar, to be brought to the global market was an essential step towards sustainable perfumery development, which we saw a gap in. The fact that I come from Lucknow and have practically grown up around various versions of Vetiver, Saffron, Sandalwood and Rose Attar, I trained my nose to identify six common day essential oils that were further integrated with Italian oils and flora to suit a contemporary yet common palate. These flavours were born keeping in mind Jasmine, Rose, Lemon, Sandalwood, Oud, Mint, Basil, Saffron, and Tamarind, and these are the primary ingredients that form NASO’s palate.
Naso is refreshingly contemporary—with its commitment to green design, gender fluid fragrances, in-house distilleries, and authenticity of ingredients. How does the brand adhere to these core principles?
By staying true to our philosophy of deriving the newly normal culture in society by being consistent. Educating the consumer is key at Naso.
Within a short duration, the brand has made a mark within the luxury fragrance market. How did you communicate the brand identity to consumers and establish a niche?
By being true to the philosophy of green smell-making. It was not difficult for our products to be identified as a niche in green perfumery. We always say, “Let the juice do the talking.” And in our case, it did.
You define Naso as an ‘anti-perfume’ perfume that is rooted in the ancient traditions of Indian perfume distillation. Can you elaborate on that, and share what goes into making it an experience—more than simply a scent?
The ingredient allotment mainly, our first collection talks of Indian herbs and Italian floral oils at a great extent, and therefore, bringing healing properties to the table, adding nostalgia, and working around the most basic ingredients in our home kitchen and grandma’s closet, were my inspiration to bring them to the forefront for a global audience. The oddest ingredients were amalgamated and cultures fused together, to confuse the audience and add a whimsical feeling.
You and your team have sustained and grown the brand throughout the pandemic. What have been the most essential learnings in this process?
Being consistent, positive, and supportive of each other is the only key we practise
consciously at the Naso house. Being true to our essence and categorical in our job roles is something we preach.
