In today’s dynamic and globalised world, preserving cultural heritage has become more crucial than ever for brands seeking authenticity and connection. For many brands , India stands as a treasure trove of tradition and diversity, offering a vast array of ingredients that not only captivate the senses but also tell stories deeply rooted in history.
Exploring the rich heritage of India means delving into a kaleidoscope of flavours, aromas, and textures. From the
fragrant spices of Kerala , to the roses of Kannauj , each region boasts a unique fragrant identity. This diverse palette provides an opportunity to craft products that not only pay homage to Indian culture but also resonate with a global audience.
One such tradition that embodies the essence of Indian heritage is attar making. Attars are traditional aromatic oils derived from natural botanical sources, often using age-old distillation methods. The art of attar making has been passed down through generations, reflecting the deep connection between nature, culture, and craftsmanship.
Preserving the tradition of attar making is not merely a nod to nostalgia; it is a commitment to sustaining a cultural legacy. Brands can play a pivotal role in this by collaborating with local artisans and communities, ensuring that these time-honoured techniques continue to thrive. This not only empowers local economies but also fosters a sense of pride and identity among the artisans.
NASO found this as an opportunity to engage in sustainable and ethical practices whilst preserving a time honoured tradition. By sourcing raw materials responsibly, we have been able to contribute to the preservation of biodiversity and support farmers who are the custodians of centuries-old cultivation methods.
To explore the vast ingredients that India has to offer, one can embark on a journey of discovery. From the saffron
fields of Kashmir to the cardamom plantations of the Western Ghats, each ingredient tells a unique story of its origin and cultural significance. This exploration not only enriches product development but also fosters a deeper
appreciation for the intricate tapestry of Indian heritage. In all of today’s modernity, one undermines how nature has a way to heal one’s inner mind, body and soul. We find its best healing agent in essential oils, a part of the
magnificent Indian heritage. Dating back to the 1500BC, Ayurvedic pioneers at the time mixed different plant
extractions and oils to make concoctions used for different healing purposes. Vedic literature emphasised on how
drops of peppermint, ginger and sandalwood aided and acted as anti-inflammatories, laxatives, and stress relievers.
Research on the efficacy of essential oils is mixed. While there no illnesses it can cure on its own, there have been
positive success stories. Tea-tree oil for moderate acne, bergamot for fighting the causes of food poisoning, lemon
oil to decrease agitation, and cedar oil for insomnia are a few examples. Most essential oil studies have a long way
to go and extend to clinical trials, but it does not hurt to add a few drops in your bath to help you wind-down.
Founder & Creative Director
NASO Profumi
In the realm of attar making, we celebrate the artistry of fragrance creation by collaborating with skilled
perfumers who have inherited the secrets of blending aromatic notes. The result is not just a product but a sensory experience that transports individuals to the heart of Indian traditions.
In conclusion, the preservation of Indian heritage is not just a responsibility; it is an opportunity for brands to create meaningful connections with consumers. By embracing the richness of India’s ingredients and traditions like attar making, one can weave stories that transcend borders and stand the test of time. In doing so, they not only contribute to the cultural tapestry but also demonstrate a commitment to authenticity, sustainability, and the enduring allure of India’s heritage.
