Boosting Brand Recall: Creating Memories Through Scent

For decades, scent has been considered a powerful tool for brands seeking to create lasting impressions on their customers. By using specific scents, brands can instill a sense of loyalty among customers, which ultimately leads to brand recall and sales. This innovative approach has gained significant popularity in India, contributing to the country's growth of the scent market.  

Science of Scent Marketing  
Scent marketing capitalises on the profound connection between smell and memory, tapping directly into the brain's limbic system. This neurological structure is responsible for processing emotions and memories, making scent a potent trigger for brand recall and emotional engagement. According to a study by the University of Chicago, 84 per cent of shoppers found identical shoes more favourably when displayed in a pleasantly scented room compared to an odourless environment.  

The impact of scent extends beyond mere perception. A well-chosen fragrance can refresh moods, alleviate stress and even stimulate purchasing behaviour, transforming a mundane shopping experience into an immersive experience. 

Scent Marketing in India 
India is known for its rich olfactory traditions, from the aromatic spices in its cuisine to the fragrant flowers in religious sites. Leading brands are capitalising on these factors to solidify their presence in the country's scent marketing landscape. The growth of scent marketing in India is part of a larger trend in the fragrance industry. According to a study by the Government of India's Ministry of Micro, Small & Medium Enterprises (MSMEs), the global fragrance and flavour industry is valued at $24 billion, with India contributing approximately $500 million. The fragrance sector in India has been growing at an impressive rate of 11 per cent in recent years. 

Several factors are fuelling this growth, including the expanding middle class, rising disposable incomes, western cultural influences, shifting lifestyle preferences and the affordability of mass-market fragrances like perfumes and deodorants. As a result, India has become home to numerous flourishing fragrance brands offering a diverse range of products, from deodorants and body mists to traditional attars and high-end perfumes. 

India's retail and hospitality sectors are experiencing a revolution, with scent marketing emerging as a powerful tool for brand differentiation and customer engagement. Leading Indian brands have successfully integrated signature scents into their stores, creating distinctive brand identities and improving customer satisfaction. This success has sparked a trend by encouraging other businesses to explore and invest in scent marketing. Personalised fragrances are proving to be a unique way for brands to stand out in a crowded marketplace by developing stronger emotional connections with consumers. 

As India's retail and hospitality sectors continue to expand, scent marketing presents a unique opportunity for brands to differentiate themselves in an increasingly competitive marketplace.  

The Way Ahead  
India's scent market is on an upward trajectory. A  Statista report projects India to generate a revenue of $316.90 million in 2024 and steady growth to $338.20 million by 2028. This growth sets the stage for the expanding role of scent marketing in the country's retail landscape. 

In India's diverse and dynamic market, where consumers increasingly seek unique and personalised experiences, scent marketing offers an avenue for brand differentiation. By strategically implementing signature scents, businesses can enhance sensory experiences, leading to improved customer satisfaction and loyalty. 

Rupal Shabnam Tyagi

Guest Author The author is an Aromatherapy Expert, Perfumer, Organic Skin Formulator & Co-founder, Wikka