Sakshi Deepchandani
Sakshi is Trend and Innovation Consultant – India at Mintel, and is responsible for providing clients with cutting-edge insights, thought-provoking opinion and strategies within new product development, with a focus on the Indian market.

Air fresheners in India are used primarily for neutralising bad odour in homes, offices and cars. Indeed, Mintel research highlights that one in four Indians use fresheners when there is an unpleasant smell in the environment.

However, there exists an opportunity for air freshener brands in India to offer products that help consumers relax amid hectic lifestyles. Value-added air fresheners have the potential to entice consumers by providing solutions for problems related to stress management, sleep deprivation, memory improvement and air purification.

Mental wellbeing and relaxation

Given the high-stress levels among India’s working-class, consumers are looking for ways to manage their emotional wellbeing. In fact, Mintel research shows that almost half of Indian consumers are concerned about stress. In this light, air fresheners can help them relax through the use of mood-enhancing fragrances. Certain fragrances, such as lemongrass, are known to be effective in helping consumers de-stress and elevate one’s mood.

With meditation mainstreaming in India, the right air freshener can help consumers get into a meditative state more easily, particularly due to the benefits it provides. Companies can tap into this potential and promote overall health and wellness.

Soulflower Aromatherapy Lemongrass Cube Reed Diffuser
This product is described as fresh and organic, and contains lavender essential oil, strawberries, jojoba carrier oil and sandalwood. It is said to uplift the spirit, boost energy and provide anxiety relief.

Kama Ayurveda Les Jardins d’Inde Sambrani Natural Incense Sticks
These incense sticks are made with incense paste, prepared using vegetable, non-toxic extracts and hand rolled on bamboo sticks following the ancient tradition. It claims to help relax the mind and soul and enhance meditation by energising the brain cells.

Blossom Kochhar Aroma Magic Peace Aromatherapy Blended Mood Oil
This product contains essential oils that leave no toxins behind, and is designed to help calm, de-stress, and relax the mind, as well as promote peace and tranquillity within.