India–us Trade Deal: A Startup-led Opportunity For Artisanal Fragrances

Rashmi Chopra, Founder of Rareity Fragrances – Ittar of Bharat, sees the India–US trade deal’s tariff reductions as a defining moment for India’s artisanal fragrance startups. For founder-led brands rooted in heritage yet built with a global mindset, the agreement marks more than a policy shift, it opens a runway for scale, visibility, and long-term brand equity in one of the world’s most mature fragrance markets.

At the heart of India’s artisanal perfumery lies a rare combination of craftsmanship, natural ingredients, and storytelling. From traditional ittar distillation techniques to botanicals sourced from specific Indian micro-regions, these fragrances carry provenance that global consumers increasingly value. Lower tariffs reduce cost barriers that have historically limited the competitiveness of small Indian brands in the US, enabling startups to price more strategically while protecting margins.

For Rareity Fragrances – Ittar of Bharat, the deal validates a startup thesis many founder-led brands have quietly believed in: heritage can scale when paired with the right market access. Reduced tariffs directly impact landed costs, logistics planning, and distributor negotiations. This allows young fragrance companies to move from opportunistic exports to structured US go-to-market strategies covering retail pilots, D2C expansion, and long-term partnerships with niche fragrance boutiques.

The timing is especially powerful for startups. The US fragrance consumer is shifting away from mass-produced scents toward artisanal, clean-label, and culturally authentic products. Indian ittar, with its alcohol-free formulations and natural base, fits seamlessly into this trend. Tariff reductions give Indian founders the confidence to invest ahead whether in compliance, packaging upgrades, or storytelling tailored for global audiences without the fear of being priced out.

From a startup ecosystem lens, the deal also encourages capital efficiency. Lower duties mean less working capital locked in cross-border movement, improving cash flows for bootstrapped and early-stage brands. This is critical for founders who prioritize sustainable growth over rapid burn. It also strengthens India’s case as a global sourcing and brand-building hub, not just a manufacturing backend.

Rashmi Chopra believes the opportunity goes beyond exports. “This is a chance for Indian fragrance startups to build enduring global brands, not just sell products overseas,” she notes. With better access to the US market, founders can focus on brand narrative highlighting India’s olfactory heritage, artisanal communities, and ethical sourcing elements that resonate strongly with conscious consumers.

The trade deal also has a ripple effect on artisan clusters. As startup demand grows, it creates stable livelihoods for traditional perfumers and raw material suppliers, aligning commercial success with cultural preservation. For mission-driven founders, this reinforces the idea that scaling globally does not require diluting authenticity.

In a broader sense, the India–US tariff reduction signals trust in Indian craftsmanship and entrepreneurship. It positions artisanal fragrance startups at the intersection of culture, commerce, and global aspiration. For brands like Rareity Fragrances – Ittar of Bharat, the path forward is clear: think global from day one, invest in quality and narrative, and leverage policy tailwinds to build the next generation of Indian luxury startups.

As trade barriers lower and consumer curiosity rises, India’s artisanal fragrance founders are no longer niche players they are emerging global contenders. The deal doesn’t just open doors; it invites Indian startups to step confidently onto the world stage.