MSME SuperPower:
Scent of Success: Building Bazuki Perfumes from Passion to Profit
Vishwam Modi
Owner, Bazuki Perfumes, Ahmedabad, Gujarat
Two years ago, driven by a deep passion for the world of scents, I took a leap of faith to pursue something meaningful. Recognizing gaps in the Indian perfume industry, I felt inspired to create an authentic and truly Indian brand. With this vision, I set out with two clear goals: first, to develop products tailored to India’s climate and preferences, and second, to rely on homegrown manufacturing techniques rather than imitating foreign brands. And with that mission, Bazuki Perfumes was founded in October 2022.
From Inception to Traction
After earning my IT degree and spending some years in a regular 9-to-5 job, I knew I had to take this leap. It wasn’t an easy choice, but with the encouragement and support of my father and friends, I felt ready.
Headquartered in Paldi, Ahmedabad, Bazuki Perfumes offers a diverse range that includes car fresheners, body perfumes, room fresheners, and essential oils for electric diffusers. I partnered with a third-party manufacturer and sourced high-quality raw materials from Mumbai, Ahmedabad, and Delhi.
We started out online, which gave us a solid foundation, and then expanded offline as we gained traction. Today, our products are available in stores across Ahmedabad, Noida, and Indore. My executive course in Entrepreneurship & New Venture Creation from IIM Kozhikode provided me with the basics to set up the business, but what I needed was a strong support system to take the brand to the next level.
Learning the Ropes with Walmart Vriddhi
My journey with Walmart Vriddhi began in May 2023, and it quickly became a defining moment for Bazuki Perfumes. The digital training program gave me valuable insights into building a viable marketing plan. I learned to define a clear customer persona, focusing on demographics like age, region, and gender. This allowed me to run more focused and effective campaigns.
The program provided a comprehensive understanding of the market landscape, supply chain, and marketing channels. But what really stood out for me was the personalized mentorship. My mentor, through six interactive sessions, offered guidance, encouragement, and a keen interest in my brand’s growth. He taught me to first listen to the customers’ needs and then design products that resonate with them. This approach helped me create a robust marketing calendar and build a stronger connection with my target audience.
Business Growth, and the Flipkart Advantage
Before joining Walmart Vriddhi, Bazuki Perfumes was already listed on Flipkart, but I struggled with ad spend management. With my mentor’s advice, I shifted my focus to growing my business revenue before investing heavily in broad campaigns. The program also stressed the importance of a physical presence, so I participated in exhibitions, which helped me refine our targeting strategy and boost customer engagement.
The results have been transformative. After completing the learning program, our car freshener sales surged, now making up nearly 70% of our total sales. Our product range expanded from an initial 7-9 SKUs to almost 60 SKUs. The combined sales across online and offline channels skyrocketed by 1000% from what they were in May 2023. Online marketplaces now contribute around 80% of our sales, with Flipkart making up almost 40%. Bangalore, Delhi, Kerala, Gujarat, Telangana, and UP are our largest markets, and our customer base is mostly 18 to 40-year-old males.
Flipkart has been a crucial partner from day one—our very first order came through their platform. Their user-friendly interface, effective advertising tools, and inbuilt search engine have helped us optimize product listings and understand consumer demand better. Flipkart’s warehouse program handles storage and delivery seamlessly, giving me peace of mind to focus on what really matters—growing the brand.
Working Toward Future Goals
Reflecting on this journey, I’m filled with confidence and excitement for what lies ahead. One of my dreams is to develop an AI-based tool that will create customized fragrances based on customers’ preferences. My hope is to design and test this within the next three years, making Bazuki Perfumes the first AI-based perfume brand in India!
My current team handles packaging, manufacturing, sales, and telecalling, and I am eager to expand further. The plan is to set up a standalone offline store, add diffuser oils to our portfolio, and create scenting solutions for malls, hotels, resorts, and restaurants. I am also aiming to tap into international markets by exporting diffuser oils and car fresheners, taking Bazuki Perfumes beyond India’s borders.
This journey has been one of passion, perseverance, and purpose. And with every step forward, I’m grateful to all who believed in this dream and helped bring it to life. Here’s to making Bazuki Perfumes a global brand that proudly carries the essence of India!