May 20 : India’s evolving fragrance landscape is no longer limited to personal use in-car experiences are becoming an extension of lifestyle and self-expression. Recognising this shift, Aureia London has announced its entry into the car perfume segment, marking a strategic expansion into a fast-growing and relatively untapped category.
While car perfumes are already present in the market, Aureia London is approaching the category with a clear point of differentiation introducing OUD-based car fragrances crafted using high-quality oils and fine perfume compositions. Building on the success of its body perfume range, the brand is now extending its expertise into the in-car fragrance space, aiming to elevate the overall sensory experience.
With rising disposable incomes, increased time spent commuting, and a growing preference for premium lifestyle upgrades, the car perfume industry in India is witnessing strong momentum. Consumers today are not just looking for functional air fresheners but are actively seeking long-lasting, aesthetically designed, and mood-enhancing fragrance solutions for their vehicles.
From compact luxury cars to premium segments, there is a visible shift towards elevated in-car experiences, where fragrance plays a key role in comfort, relaxation, and personal identity. This has opened up opportunities for brands to innovate beyond traditional hanging fresheners and offer refined, perfume-grade formulations tailored for enclosed spaces.
Commenting on this shift, Shonak Sharma, CEO of Aureia London, said,
“The car perfume category is evolving rapidly in India. Consumers today are far more conscious about their in-car environment they want something that feels premium, lasts longer, and enhances their overall driving experience. We see this as a high-growth space with immense potential for innovation.”
He further added,
“Our approach is to bring fine-fragrance sensibilities into this category focusing on quality ingredients, including rich OUD notes, balanced compositions, and formats that are both functional and aspirational. This is not just about masking odours anymore; it’s about creating an experience.”
Echoing this vision, Aashima Grover Sharma, Co-founder of Aureia London, added,
“Our core has always been about quality, affordability, and innovation. As we grow, we aim to make premium fragrances more accessible while continuing to innovate across categories.”
As part of its broader expansion strategy, Aureia London also plans to scale its retail footprint to 1,500 stores across India, strengthening its presence across fragrance and adjacent lifestyle categories.
The brand’s entry into car perfumes signals a larger shift in the Indian fragrance market, where consumers are increasingly embracing scents as part of their everyday environments not just personal wear. With innovation, design, and performance becoming key differentiators, the category is poised for significant growth in the coming years.
With this move, Aureia London aims to position itself at the intersection of lifestyle, mobility, and modern fragrance consumption, catering to a new generation of consumers who value both experience and quality.