Gurugram, Apr 17: FIFTH SENSE, a new-age fragrance brand, has secured ₹6.3 crore in pre-seed funding led by OTP Ventures along with Sadev Ventures, ISV Capital and key angel investors including Rohit Kapoor (CEO of Swiggy) and Amit Damani (Co-founder of StayVista). With a digital-first approach and a strong focus on storytelling, FIFTH SENSE aims to build India’s first emotion-led fragrance ecosystem. The funding will support the expansion of its product portfolio, content-driven brand-building and strengthening of its supply chain and distribution capabilities.
By shifting the conversation from ingredients to identity, FIFTH SENSE is shaping how India experiences fragrance. Built for a new generation of consumers who see scent as an extension of self–expression, the brand creates genderless, long-lasting fragrances inspired by human complexities.
Founded by IIM Kozhikode alumni Bharat Gupta and Prateek Gupta, who both felt a personal gap in the Indian fragrance market, the founders set out to build a brand that is the olfactory equivalent of human experiences. “The beauty of fragrance, just like humans, is in its nuance. You cannot reduce it to a list of notes, ingredients and formulations. That’s why at Fifth Sense, we are reimagining fragrance discovery through identity-led storytelling that is far more intuitive, expressive, and relevant for today’s consumer. Our vision is to use FIFTH SENSE fragrances as a powerful medium of storytelling. That’s the reason we have crafted our scents based on ‘who you want to be today’ rather than purely going by what ingredients and formulations it consists of,” shares Bharat Gupta, CEO & Co-founder.
The brand’s debut collection includes four fragrances: The Boyfriend Shirt, The Chosen One, Still Here, and The Athlete In You. Each is designed to evoke a distinct emotional state and personal narrative rather than a traditional olfactory profile. The team has worked with independent perfumers using globally sourced ingredients, formulated with 25%+ oil concentration that stays effective in Indian weather conditions.
“We wanted to make fragrances relatable and uncomplicated. By building a brand rooted in realism, we want to create a community that can embrace the messiness of life and its imperfections. A space to interact for consumers like ourselves, without any pressure of being always perfect” says Prateek Gupta, Co-founder of the brand.
The Indian fragrance market continues to grow rapidly, although it is largely dominated by either functional, price-driven offerings or legacy, ultra luxury ones. FIFTH SENSE aims to carve out a differentiated space by positioning fragrance as an extension of one’s identity. Something that need not be reserved just for special occasions but switching up scents based on every mood, layering and mixing it up to create something that is unique to the consumer.
“There is an opportunity to create an aspirational youth focused fragrance brand in India. Prateek and Bharat bring a high degree of thoughtfulness to the product, crafting each fragrance from the ground up alongside independent perfumers from India. We particularly loved how the founders are curating every SKU like a main character having its own identity and back story. We’re excited to partner with them in their journey.” says Kunal Suri, Founder & Managing Partner, OTP Ventures.
With a strong focus on storytelling, design, and emotional resonance, FIFTH SENSE aims to disrupt how India discovers and engages with fragrance.
