The Indian luxury market is burgeoning, with a compound annual growth rate (CAGR) of 25%, and the beauty segment is a significant part of this growth. By 2025, the Indian beauty and personal care market is expected to reach $27.5 billion. With increasing disposable incomes and a growing number of high-net-worth individuals, India presents a lucrative opportunity for luxury brands.
Acqua di Parma, the renowned Italian fragrance house synonymous with timeless elegance, has embarked on a captivating journey into the heart of India. Marking this grand entrance is the inauguration of their first-ever boutique, nestled within the prestigious confines of The Chanakya, New Delhi. The 190-square-foot boutique transcends the ordinary, inviting patrons to experience the allure of a refined Italian haven. This space unveils a never-before-seen concept for Acqua di Parma, where the magic of Italian and Indian culture intertwines in a symphony of modern sophistication.
Inside the store, cream takes centre stage, accented by vibrant bursts of yellow and gold, creating an ambience that is both luxurious and inviting. Underfoot, a captivating dialogue unfolds, showcasing two distinct Italian styles inspired by the legendary Carlo Scarpa: a captivating mosaic design and a meticulously laid parquet floor, reminiscent of traditional Italian craftsmanship. A signature element, a striking yellow counter, makes its debut within this concept. Crafted with inspiration drawn from high-end lacquer techniques, this counter exudes elegance with its flawless surface, depth of texture, and gleaming brilliance.
The exploration of scent is taken to new heights within the boutique. Moving beyond the standard fragrance table, a dedicated space awaits, showcasing a vast array of fragrances and candles from the Home Collection. Here, customers can embark on a sensory journey, discovering captivating scents displayed at the forefront and the alluring glow of candles presented at the rear. Completing this captivating tableau, Acqua di Parma's signature concrete tiles grace the boutique's right side, reinforcing the Maison's distinct identity.
This marks a significant step in the brand's global expansion, bringing its sophisticated Italian art of living to a new audience. We spoke with Giulio Bergamaschi, CEO of Acqua di Parma, to understand the motivations behind this decision and the future of the brand in India.
What motivated you to open a store in India?
We have an increasing number of Indian clients in our international boutiques. We are keen to serve them in their home country and offer them a poly sensorial immersion into the sophisticated Italian art of living, through a century-long legacy of niche fragrances and artful craftsmanship. We felt it was the right time to run a test with the first boutique in the Chanakya, at the heart of Lutyens’ Delhi, home to other international luxury Maisons.
As Acqua Di Parma enters the Indian market with its flagship store at The Chanakya, what market trends or consumer behaviours have influenced your decision to establish a presence here?
Fragrance holds significant cultural importance in India, where it has been used for centuries in rituals, ceremonies, and daily life. The niche fragrance market in India is gaining traction, driven by discerning clients who are looking for alternatives to mainstream fragrances. We are keen to delight them with a century-long legacy of niche fragrances, masterful craftsmanship and Italian sophistication. The boutique at The Chanakya is a first test for us, decorated with a fresco hand-painted in Italy and inspired by the decoration of an Indian palace. The Acqua di Parma aesthetic blends with Indian inspirations to create a unique ambience.
What’s the secret to Acqua di Parma’s success?
It’s a unique and authentic positioning. In 1916, Baron Carlo Magnani, lover and protector of art, created the Colonia - Acqua di Parma; a bright, clean, and vibrant signature. Distributed through respected tailors, which symbolized refined craftsmanship and elegance, Acqua di Parma became the invisible final touch of a sophisticated silhouette. Today, Acqua di Parma epitomizes Italian sophistication and celebrates a century-long legacy, intertwining traditional craftsmanship with modern artistry.
All of Acqua di Parma’s products are handmade. How do you maintain a high level of craftsmanship in the fast-paced, technologically driven world?
Craftsmanship takes time. We recently launched 'Chapeau!', a candle that represents an ingenious take on Maison’s collection of poly sensorial design objects. It was initially launched in Milan, Rome, and London, where it quickly sold out. We are currently awaiting new stock to supply our boutiques. The availability of this product is limited due to the genuine craftsmanship involved. We respect the capacity of our craftsmen and will deliver additional quantities as soon as they are crafted.
How do you see the luxury market developing over the next ten years?
We observe an increasing demand for luxury products and an evolving client profile. Clients are increasingly discerning, valuing authenticity, exceptional quality, and creativity. I believe Acqua di Parma has a competitive advantage, as it embodies all these qualities and has nurtured them for over a century.
Tell us about the latest collection.
We are launching a new fragrance, Mandarino di Sicilia, for which we selected a unique variety of mandarin rich in essential oils, called 'Tardivo di Ciaculli.' 'Tardivo' means 'late,' reflecting its extended ripening period. However, we harvest it earlier, when it is still green, to capture an exceptional, crisp vibrancy. Mandarino di Sicilia is also available in a Millesimato version, a limited edition of 2022 hand-numbered pieces, celebrating the early harvest in October 2022 and the fruit of a notably sunny and dry summer, producing a vibrant, multifaceted, and sophisticated essence. It exemplifies what makes Made in Italy so special: a unique blend of terroir, craftsmanship, and art.
Looking forward, what does the second half of 2024 hold for the brand?
A new surprising fragrance sculpted by the Italian sun, and an artful Holiday Season collection