Actor Rashmika Mandanna bets big on India’s fragrance market with her new brand

Actor Rashmika Mandanna has stepped into a new space — and it smells like opportunity. With the launch of her homegrown fragrance label, Dear Diary, Mandanna makes a strategic entry into India’s emerging premium perfume segment — a space she believes still lacks authentic, rooted offerings. “There’s a void in the Indian market for homegrown fragrances that carry real emotion,” she tells CNBC-TV18’s Zenia Baria. “I wanted to create something that wasn’t just a scent — but a story.”

That story, in her case, is deeply personal. Raised in Coorg — the lush coffee-growing region of Karnataka — Rashmika draws inspiration from the scents of her childhood.

“The scent of the first rain on soil, coffee blossoms, beans drying under the sun — those fragrances are part of who I am,” she explains. “Even now, the smell of coffee brings me back. It’s not just nostalgia. It’s a feeling.”

With India’s fragrance industry poised for growth — particularly in the affordable luxury and lifestyle segments — Dear Diary is a calculated step. The $50 billion global perfume market has seen a rise in celebrity-led brands, but few rooted in Indian sensibilities.

The brand’s initial collection includes three fragrances: National Crush, Irreplaceable, and Controversial — each reflecting a chapter of Rashmika’s life. Crafted using Indian ingredients like pink lotus, jasmine, sugarcane, lychee, and passionfruit, the scents aim to blend heritage with contemporary appeal.

Priced at ₹599 for a 10ml bottle, ₹2,599 for a 100ml bottle, and ₹1,599 for a curated fragrance set (The Lollipop Set), the range is available exclusively on the brand’s website.

By combining emotional storytelling with strategic timing, Rashmika intends to offer more than just a product — she’s shaping a brand that mirrors identity and aspiration for young Indian consumers.

“Perfume is personal,” she says. “And I wanted this brand to feel like a page from someone’s life — real, raw, and reflective.”

As homegrown D2C beauty and wellness brands continue to scale, Dear Diary enters the market with one distinct edge: a celebrity founder who isn’t just lending her name — but her narrative.

(Edited by : Akanksha Upadhyay)

First Published: Jul 26, 2025 12:03 AM IST

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