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A new perfume brand enters the market


Sawai Fragrances, the leading manufacturer of fragrance elements, launched its first B2C brand, Eze Fine Perfumes, amid much fanfare in Mumbai. The brand has a rich legacy as a designer, manufacturer and supplier of essential oils and fragrances to leading names worldwide. The homegrown Indian perfume brand, which targets the new generation, marks Sawai’s foray into the B2C space in the perfume industry under its new marketing vertical, Incredible Indriya. The Eze brand launch saw high-powered attendance from the city, which included the who’s who from the world of beauty and fashion.

Eze is inspired by an Igbo word in Nigeria, which means ‘king’. The letter’ e’ in the name inspires the circular design of the bold-coloured bottles with their glass base and an ABS click-on cap. It comprises a range of 8 fragrances – 3 for men, 3 for women and 2 in the unisex category. Pushkar Jain, CEO and Perfumer of Sawai Fragrances, says, “Eze fine perfumes is a culmination of three generations dedicating their lives to the development of perfumes. At Eze, we don’t create fragrances to make you smell good; we fashion them to transform your world.”

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