An interview with Mayank Bahety, Director of Beauty Concepts PVT Ltd
What drew you personally to the world of luxury niche fragrances, and specifically to Anomalia Paris?
In 2017, there was a strong market gap in the luxury fragrances category. With a strong interest and confidence in niche fragrances, we were the first to introduce the category to the Indian market with our concept store with Maison des Parfums. Since then, our portfolio has grown to 50+ brands and we are always looking for interesting upcoming brands in the industry. Anomalia Paris is amongst them.
Can you share your initial introduction to Anomalia Paris? Was there a particular moment or product that sparked your interest?
Anomalia Paris was introduced to me by a close friend of mine. From there onwards, my interest in the brand grew gradually, fuelled by the strong values and unique fragrances developed by the founder.
Prior to this partnership, what experience did you have with luxury brands or the fragrance industry?
We have a strong expertise in the fragrance industry in India and in several other markets. Beauty Concepts is the leading distributor of fragrances in India, with different categories (mass, premium, designer, niche) Our interest with the Haute Parfumerie category led us to create the first exclusive concept in India for niche perfumery in 2017. We started with brands like Xerjoff and Nasomatto, and increased our portfolio to 40 + brands as of today.
What were the key factors that influenced your decision to invest in Anomalia Paris over other luxury fragrance houses?
After discovering Anomalia Paris, we have mostly focused on three main elements to decide if we wanted to invest in the brand: a clear understanding of the brand potential and vision, its current positioning in the market as well as constructive industry feedback (from other founders, distributors etc...). As all three were positive, we decided to go ahead with our initial positive hunch about Anomalia Paris.
How does this partnership align with your broader portfolio or business objectives?
This is the next step for us as distributors. We see it as an opportunity to deepen our relationship with the brand, while supporting its growth and vision with our several years of experience in the business.
What excites you most about the ethos and creative direction of Anomalia Paris?
Anomalia Paris knows how to take the right steps. The brand does not only claim to represent specific concepts, it embodies them. For instance, freedom and movement are at the heart of the brand - these concepts find a great embodiment in the strong connection that the brand has developed with the Dakar Rally, deepening its ethos statement by developing a fragrance dedicated to it called SAHARA 4800. A brand who knows how to embody its values through direct action is very exciting.
How would you describe the unique value that Anomalia Paris brings to the niche fragrance market?
The value of Anomalia Paris lies in its unique capacity to embody its brand mission through fragrances and experiences.
What role do you see for authenticity and craftsmanship in the ongoing success of Anomalia Paris?
Authenticity is one of the main drivers that bring customers closer to brands. By continuing to launch carefully crafted fragrances, that align with the brand ethos and customers expectation, Anomalia Paris can expect to see a sustainable growth.
Which Anomalia Paris creation resonates most with your own tastes or personality, and why?
Sahara 4800, for the sense of adventure it inspires.
Finally, what advice would you offer to other business leaders considering a venture into the luxury niche fragrance market?
Before entering this market, it is important to understand the specificities of the category. If fragrances are usually considered as a privileged entry point to luxury brands, in the niche category they represent everything. This impacts the brands' mission, craftsmanship, retail experiences and potential customer base, and completely shifts the perspective vs. how designer brands are being designed. This also impacts distribution and retail strategies, which require careful knowledge.
What are your expectations for Anomalia Paris’s performance in your territory?
We are confident that the brand will earn its place in the Indian subcontinent.
Which aspects of Anomalia Paris’s collection do you believe will resonate most with your local clientele?
The unique and luxurious inspirations behind each fragrance will surely resonate with the Indian market. From the Sabrage tradition to the more exhilarating sand dunes of Paris-Dakar, Anomalia Paris shall inspire a clientele in search of singular experiences.
