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Praveen Kenneth's Conscious Luxury Perfume Brand Beautiful India is Creating the Scent of India for the World
Rooted in age-old wisdom yet crafted for the global stage, this conscious luxury brand is telling a story of India beyond clichés.
The story of a brand often begins with its product, but for Beautiful India, a conscious luxury perfume brand, it began with an idea. The question was simple: how could a brand rooted in India carry the weight of its culture, heritage, and spirit while speaking to the world with equal, if not more, relevance?
“We went through a catharsis,” recalls Praveen Kenneth, founder of Beautiful India and an Indian advertising and media veteran, during an exclusive conversation with Robb Report India. “We wanted to find the five ingredients that were genuinely truthful to the big story—the India story. We wanted more, but finally narrowed it down to those five, which could hold the rest of the world together.” And thus was the inception of an Indian luxury house that took its patrons on a sensorial journey through perfumes, candles, body care, and a gifting range.1
Beyond The Brand
For Kenneth, though, choosing the right ingredients for the Beautiful India range wasn’t merely a creative exercise. “I can’t just say sandalwood and leave it at that,” he explains. “It has to be Indian sandalwood. The product story had to go back to what India is all about.”
That process led them to a deeper philosophical anchor: Vasudhaiva Kutumbakam (Sanskrit for “the world is one family”), a phrase that has long embodied India’s universal outlook. “If the world is one family, then India itself is not just a nation or a continent; it’s a universal idea,” says Kenneth, adding, “We used that idea to bring the best ingredients from around the world into the idea of India. The idea of India is the universe—it touches everybody.”
This intersection of staying rooted and universality shaped the product. Beautiful India launched with perfumes and candles. “I keep telling people, I’m not in the business of perfumes or candles,” says Kenneth. “The products are a medium, but the idea is much larger,” he explains.
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