For several years now, Hassan Siddiqui has never had a day that did not include perfumes in it. “I have around 600-700 bottles of attars and around 300 Western scents. The costliest one in my collection is a 10-ml bottle of pure Oudh attar that costs ₹46,000. Yes, it’s like an addiction, but of the good kind,” he laughs, over a phone interview.
The 26-year-old Siddiqui is one of many aroma enthusiasts trying to highlight India’s thriving indigenous fragrance industry through social media. Though he is based in Bahraich, a small town near Lucknow in Uttar Pradesh, Siddiqui reaches a global audience through his YouTube channel Perfume Review India. It offers a mix of product trials, interviews with perfumiers and explainers on fragrance usage and terminology in Hindi/Urdu, to its 17,800-plus subscribers.