Can Heritage Fragrance Become the New Luxury Obsession?

On this episode of ChaiNet, we sit down with Astha Suri, founder of NASO Profumi India’s first green perfumery.Astha studied in Bristol and Milan, then came back to Lucknow to do something her family said was impossible. NASO is vegan, gender-neutral, and bootstrapped. Vogue India called their Tabac the best fragrance of the year.We talk about why people don’t see Indian perfumes as luxury, what happens when someone loves a product only to learn it’s Indian, and whether AI can ever truly understand what someone wants in a scent.If you still think luxury has to be foreign, this one’s for you.Listen to Astha Suri on ChaiNet now. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit chainet.substack.com