When it comes to designing unforgettable spaces, celebrity wedding planner Punit Jasuja has created—and scented—it all. But even he was caught off guard by his latest find: a chocolate barfi-scented candle he came across recently. “It was unusual for sure,” says Jasuja, who has been scenting all his events with custom-made essences for a while now. But while it may sound surprising, in a way, it is a reflection of the increasingly innovative olfactory trends making waves lately. Sure, the festive season has always been steeped in these familiar aromas—the sweet embrace of freshly made mithai, the warm notes of spiced chai, the earthy scent of marigold flowers, the calming fragrance of traditional incense sticks. Yet what was once a subtle backdrop is now taking centre stage at Diwali and other special celebrations.
“In the last couple of years, we have definitely seen a surge in demand for scenting spaces, especially for occasions,” says Maitri Shah, founder and creative director of Mai Stories, an event design agency. “Our clients are starting to realise that the right fragrance can be the perfect finishing touch that turns all the months of planning and décor into something truly unforgettable.” For Diwali, while classics like rose and mogra continue to be favourites, Shah goes the extra mile, collaborating with boutique candle makers to craft bespoke scents—think marigold or laddoo—even teaming up with powerhouses like Jo Malone to create signature blends. “From an event curator’s perspective, I believe this is a game-changer. It instantly becomes a talking point in the beginning, and the smell, although temporary, tends to linger in the memory for a long time.”
Among the homegrown brands making waves, Naso Profumi, founded by Astha Suri during the pandemic, stands out for its Ayurveda-inspired approach. By incorporating ingredients like saffron, ruh gulab, agar, mud, jasmine, and wood, each fragrance is designed to calm the mind and soothe the soul. Suri shares that her goal is to reconnect the younger generation with ancient Ayurvedic wisdom through these scents. Naso’s bestsellers this season include Gardenia Marigold, Tamarind Bergamot, Saffron Musk, Amber, Tabac, and Sarawak Mazzo. “These fragrances resonate especially with the 25-plus crowd looking to staying deeply connected to Indian traditions while projecting an air of modern sophistication,” Suri notes.
For Roci, India’s only brand crafting coconut wax-blended candles, the festive season is a perfect match for their eco-conscious philosophy. “Roci means ‘light,’ and from day one, the mission has been to spread that light. What better time than Diwali to bring this to life?” shares co-founder Ishann Arora. The brand’s luxurious candle line is steeped in India’s olfactory traditions, with scents like nagarmotha, jasmine, cinnamon, nutmeg, and sandalwood. “Fragrances like Mysore Jasmine and Royal Rajputana are crowd favourites during Diwali as they perfectly capture the essence of the festival,” he adds.
In recent years, Jo Malone, a celebrity favourite both in India and abroad, has been intentionally crafting fragrances that embody a deep sense of tradition for the festive season. This year, the brand partnered with Indian artist Maleka Shah Patel of The Wander Ink to create a stunning collection inspired by the season’s play of light, its rich hues, and the strong fragrances of the Cologne Intense collection.
Anton Denver, education director for Jo Malone London and Editions de Parfums Frederic Malle across Europe, the Middle East and Africa, suggests that in addition to giving each room its identity through different scents, one should also try tablescaping to enhance focal points for guests to enjoy. “Using a variety of candle sizes adds both style and ambience,” he adds, “as the gentle flicker of candlelight creates a warm, inviting glow, welcoming everyone into a memorable moment.”
Interestingly, scent marketing (the strategic use of aromas to strengthen brand identity and shape consumer behaviour) has been a subtle yet powerful tool for years, from retail stores and hotel lobbies to even bakeries (that irresistible scent of freshly baked croissants is no accident). Now, it’s moving into the home as well. “With wellness and mental health in focus, people are becoming more aware of how scents are mood altering, with the power to transform the entire vibe of a space,” says Rajiv Sheth, the nose and creative director of All Good Scents, who brings more than two decades of expertise to the table. During the festive season, fragrances typically lean into gourmand notes. “Last year, pistachio was the star; this year, it's all about coffee, burnt chocolate, and vanilla,” he shares.
With so many options available to scent up your space, the key, according to Jasuja, lies in striking the perfect balance. It’s crucial not to let a fragrance overpower a room, especially the food. “Fragrances are the most subtle yet undoubtedly the most impactful element,” he says. And, of course, it’s important not to get swayed by trends and instead add a personalised touch of scent throughout your home. “From the moment your guests enter your home, you can tell the most marvellous story without uttering a word,” adds Denver, “So, when you are hosting a celebration for Diwali, as you would take time to curate the menu, decorate your homes, plan your tablescaping, do the same for your scents.”
