How House of Moksha is Redefining Luxury Fragrance with Indian Heritage, Innovation, and Modern Elegance

The global luxury perfume market is set to reach USD 21.31 billion by 2033, with increasing demand for niche and artisanal fragrances. House of Moksha (HOM) is making its mark in this growing industry by blending the fragrance traditions of India, the Middle East, and Europe. The brand offers premium perfumes at mid-luxury pricing, focusing on sustainable sourcing and advanced blending techniques. With a deep connection to heritage and a focus on accessibility, HOM is reshaping the luxury fragrance industry.

In this article, explore more about House of Moksha, its founder, business model, challenges, growth, and more.

House of Moksha - Company Highlights

House of Moksha - About

House of Moksha (HOM) is a luxury perfumery brand that masterfully blends Western and Middle Eastern fragrance styles with high-quality Indian ingredients. Founded with over 15 years of expertise in essential oils and aromatics, HOM delivers high-end luxury quality at a mid-range price, ensuring an opulent yet accessible scent experience.

House of Moksha - Industry

House of Moksha operates within the fine perfumery and luxury fragrance industry. The global luxury perfume market reached USD 13.32 billion in 2024 and is projected to grow to USD 21.31 billion by 2033, reflecting a CAGR of 5.09% during the period 2025–2033. Based on estimated industry growth and the expansion of niche perfumery, the brand aims to capture a small yet significant segment within the high-end niche fragrance sector.

Over the next five years, the niche and artisanal fragrance industry will continue to grow, with increasing demand for high-quality, exotic, and sustainable ingredients.

Within the next 5 to 10 years, House of Moksha aims to establish itself as a leading player in the niche fragrance space, with a strong global presence across both retail and digital channels, while expanding into personalised scent experiences and exclusive collaborations.

House of Moksha - Founder and Team

Ashish Khandelwal is the founder of House of Moksha.

Ashish Khandelwal (MBE, BSc) has over 15 years of experience in aromatics and essential oils and is recognised as one of the pioneers of organic essential oils and ingredients in India. He has developed memorable fragrances for numerous international brands. With House of Moksha, Ashish introduces some of his most exquisite creations to the world at an accessible price point. As CEO and Chief Perfumer, he oversees Research & Development, Finance, and the overall health of the company.

Kushank Gupta (BTech) brings with him deep expertise in production, manufacturing, supply chain, and operations. As Chief Operating Officer, he is responsible for managing the company’s production processes, supply chain, and day-to-day operations.

House of Moksha - Startup Story

The creation of House of Moksha was inspired by the founder’s extensive background in essential oils and aromatics, combined with a deep passion for perfumery. With a database of over a thousand perfume formulations developed for various international brands, the founder brought a wealth of expertise to the brand’s inception.

Comprehensive market analysis, insights into consumer preferences, and rigorous testing of blends confirmed the strong potential of the concept behind House of Moksha. Initial discussions with industry experts and perfume enthusiasts further validated the brand’s unique positioning, leading to the refinement of its offerings. The brand is proud to note that each of the 10 fragrances launched this season has been a hit with the selective Indian consumer.

House of Moksha - Mission and Vision

Long-term Vision: House of Moksha aims to establish itself as a globally recognised niche fragrance brand, renowned for its rich, exotic blends that celebrate the fragrance heritage of India, the Middle East, and Europe.

Short-term Vision: The brand seeks to expand its market presence in key international locations, particularly in the Middle East, Europe, and Southeast Asia.

Core Belief: House of Moksha believes that luxury should be meaningful, immersive, and deeply rooted in heritage. The brand is committed to crafting scents that evoke profound emotions and cultural connections.

House of Moksha - Name, Tagline, and Logo

The name House of Moksha (HOM) signifies liberation and transcendence through the power of fragrance. It reflects the brand’s philosophy of offering scents that go beyond the ordinary, connecting deeply with one’s senses and spirit.

The tagline, "Timeless Fragrance. Modern Elegance.", captures the essence of the brand, where heritage-inspired blends meet contemporary refinement.

The logo features a minimalist yet regal design, symbolising a seamless blend of tradition and modernity.

House of Moksha - Products

House of Moksha offers luxury perfumes with unique blends such as Tobacco Oud, Vetiver Oud, Saffron Oud, Leather Oud, and more. Each fragrance is meticulously crafted with a harmonious balance of Indian, Western, and Middle Eastern fragrance traditions.

The brand uses in-house extracted natural essential oils, adding a layer of complexity to the formulations. House of Moksha fills a significant gap in the market by offering affordable luxury perfumes that rival top-tier niche brands in terms of quality.

The brand's unique selling proposition lies in its premium quality at mid-range pricing, with a focus on Indian raw materials and deep scent complexity. Innovation is at the core of House of Moksha, employing advanced blending techniques, long-lasting formulations, and unique ingredient sourcing.

Notably, the brand boasts the first of its kind automated fragrance blending unit, which allows lower production costs and higher accuracy between batches.

House of Moksha - Business Model

House of Moksha operates on a direct-to-consumer business model, focusing primarily on online sales, complemented by selective retail partnerships and exclusive collaborations. Positioned in the mid-luxury segment, the brand offers its perfumes at a price range of INR 2,500 to INR 3,500 per bottle. This strategy allows House of Moksha to maintain healthy profit margins while remaining more affordable than ultra-luxury competitors, making high-quality niche fragrances accessible to a wider audience.

House of Moksha - Launching Company Strategies

Launching a brand is always the most important moment, and getting the first 100 customers is a milestone that brings great satisfaction. House of Moksha’s initial launch strategy focused on impactful social media campaigns, influencer collaborations, and leveraging the founder’s well-established network within the fragrance and aromatics industry. The brand reached its first 100 customers through a combination of word-of-mouth, pre-launch sampling, and carefully targeted online advertisements.

As part of its growth strategy, House of Moksha continues to expand its presence through premium online marketplaces, strategic PR campaigns, and exclusive fragrance events designed to build community and brand recall.

House of Moksha - Marketing Strategy

One of House of Moksha’s most successful marketing efforts was the use of 3D perfume model reels made with Blender. These videos showed off the perfume bottles in a creative way and attracted a lot of attention on Instagram and YouTube. The brand also worked with perfume lovers and influencers, which helped spread the word and connect with more people who enjoy unique fragrances.

House of Moksha - Growth

House of Moksha currently operates online, with plans to expand into retail soon. Within just two weeks of launch, the brand reached its first 100 online orders. In the first month, it saw steady growth with a 20–25% increase in revenue week on week. The brand is also in talks with luxury retail stores and boutique partners to build strong collaborations for the future.

House of Moksha - Challenges Faced

House of Moksha faced several key challenges in its early journey, including designing and creating distinctive packaging that reflected the brand’s identity, entering a highly competitive niche fragrance market, sourcing rare and high-quality raw materials, and building meaningful brand awareness. To address these challenges, the brand adopted a focused approach, emphasising storytelling, sustainable sourcing practices, and experiential marketing campaigns that connected with consumers on a deeper, more emotional level.

House of Moksha - Competitors

Some of the prominent competitors of the brand include:

• Oud Arabia
• NEESH
• Aeronot

House of Moksha - Future Plans

In the next one to two years, House of Moksha plans to expand its product range, enter new markets, and build a strong international distribution network. Looking ahead, the brand aims to become a leading name in niche fragrances with a solid global presence. The long-term goal is to have local brand ambassadors and trusted retail partners in all major countries.

FAQs

What is House of Moksha?

House of Moksha (HOM) is a luxury perfumery brand that masterfully blends Western and Middle Eastern fragrance styles with high-quality Indian ingredients.

What is House of Moksha's business model?

House of Moksha operates on a direct-to-consumer business model, focusing primarily on online sales, complemented by selective retail partnerships and exclusive collaborations.

What kind of perfumes does House of Moksha offer?

House of Moksha offers luxury perfumes with unique blends such as Tobacco Oud, Vetiver Oud, Saffron Oud, Leather Oud, and more. Each fragrance is meticulously crafted with a harmonious balance of Indian, Western, and Middle Eastern fragrance traditions.