Fragrance Brand Consultant • New Delhi, India

The House Behind India's Fragrance Houses.

Third-generation perfumer Dr. Rohit Seth—of the 76-year Shimmer / Seth Brothers legacy and founder-led Seth Trading Company— helps entrepreneurs and businesses build, launch and scale fragrance brands, from formulation to factory to market.

Book a Consultation Explore the Journey

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Years of Family Legacy

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Years Direct Manufacturing

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Countries Served

2026

Industry Changemaker
Third Generation Perfumer

Fragrance Brands, Built To Last.

For over seven decades, the Seth family has helped shape the fragrance industry. Today, Dr. Rohit Seth continues that legacy by mentoring ambitious founders, transforming ideas into premium fragrance brands that are designed for long-term success—not just product launches.

76+ Years Family Fragrance Legacy
20+ Countries Global Manufacturing Presence
3 Brands Personally Mentored This Quarter
Currently Mentoring

3 New Fragrance Brands

Every founder receives practical guidance on formulation, manufacturing, packaging, compliance and brand positioning from concept to commercial launch.

Book a Consultation →
★ 4.9/5
Trusted by fragrance founders worldwide.
File 01 — About Dr. Seth

The person behind the perfume house.

Dr. Rohit Seth

Dr. Rohit Seth

Third Generation Perfumer

Replace this panel with Dr. Seth's photograph — recommended 4:5 portrait, well-lit, at the bench or studio.
Perfumer · Author · Industry Mentor

Dr. Rohit Seth

Dr. Rohit Seth represents Shimmer, the legacy fragrance house owned by Seth Brothers (Perfumers) Pvt. Ltd., established in 1949 by his grandfather. He is also the founder-face of Seth Trading Company, a Delhi-based fragrance manufacturer and direct supplier operating since 1994, serving startups, mid-scale brands and leading FMCG companies across India and 20+ countries.

Beyond the bench, he has served as President of Sugandh Vyapaar Sangh, Former President of the Fragrances & Flavours Association of India (FAFAI), and Vice President of the Essential Oils Association of India — while holding committee positions with the Bureau of Indian Standards and FFDC (MSME).

In 2024 he authored "Mehek… The Journey of a Perfumer," chronicling his path from a childhood fascination with scent to a recognised voice in Indian perfumery. Today, he channels that experience into helping the next wave of fragrance entrepreneurs build brands meant to last.

Based In
New Delhi, India
Units
Tilak Bazar & Rohini
Generation
Third, since 1949
Author Of
"Mehek…" (2024)
Three Generations of Fragrance

A Legacy That Continues

More than a business, Shimmer represents decades of craftsmanship, scientific formulation, and a family's lifelong commitment to creating fragrances that stand the test of time.

“

A perfumer's family, three generations deep. Now my responsibility is to strengthen this legacy so that the next generation can build something even bigger.

— Dr. Rohit Seth
In Conversation with ABP News
30+

Built on Real Experience

Growing up among fragrance strips and raw materials in Khari Baoli, Dr. Rohit Seth transformed childhood curiosity into decades of practical formulation expertise.

Scientific Formulation

Every fragrance is developed with practical manufacturing knowledge.

Factory Experience

Hands-on expertise across incense, cosmetics and industrial fragrances.

Trusted Advisor

Helping fragrance entrepreneurs build successful brands.

Future Ready

Leading innovation while mentoring the next generation of perfumers.

File 03 — The Journey

From a family bench to the national stage.

Every milestone below was earned the way a fragrance is built — layer by layer, over time, with nothing rushed.

1949

The house is founded

Dr. Seth's grandfather establishes Seth Brothers (Perfumers) Pvt. Ltd. and the Shimmer brand — the start of a family fragrance legacy in Delhi.

1994

Seth Trading Company is built

A direct fragrance manufacturing and supply operation is founded in Khari Baoli — no agents, no middlemen.

Next Gen

The baton passes, again

Dr. Seth takes on the family legacy, expanding to a second unit in Rohini and steering the business toward IFRA-aware, export-ready standards.

2022–23

National recognition begins

Honoured with the Young Entrepreneur Award and National Business Icon, followed by Mentor of the Year at the Dr. A.P.J. Abdul Kalam Inspiration Awards.

2024

"Mehek…" is launched

Dr. Seth launches his book on the art and science of perfumery at a FAFAI gathering in Delhi.

2025–26

Industry Changemaker

Recognised by The Times of India and the Economic Times, and by HPCI Forum India for contribution to fragrance regulation.

File 04 — Achievements & Recognition

A track record the industry itself has vouched for.

Recognition from national media, regulatory forums and industry bodies.

2026
Excellence in Fragrance Mentorship
ET Industry Changemakers North
2026
Industry Changemaker
The Times of India
2026
Iconic Inspiring Success Stories
National business feature
2025–26
Future of Fragrance Regulation in India
HPCI Forum India
2023
Mentor of the Year
Dr. A.P.J. Abdul Kalam Inspiration Awards
2022
National Business Icon & Young Entrepreneur
Industry recognition
Ongoing
President, Sugandh Vyapaar Sangh
Trade body leadership
Former
President, FAFAI
National association
2024
Author, "Mehek…"
Launched at FAFAI, New Delhi
File 05 — Experience & Expertise

Three decades on the factory floor.

Categories formulated and manufactured, in-house:

Fine Fragrance & Perfume Agarbatti & Incense Cosmetic & Personal Care Aroma & Essential Oils Room & Air Freshener Industrial Fragrance Tobacco Fragrance Attar Blends

Standing & credentials:

  • Member, Committee PCD 18Bureau of Indian Standards
  • Member, IPR CommitteeFFDC (MSME)
  • Vice PresidentEssential Oils Association of India
  • IFRA-aware complianceExport-ready
  • Two manufacturing unitsTilak Bazar & Rohini
File 06 — How I Help Brands

I build brands the way a fragrance is built — top to base.

A fragrance reveals itself in three layers over time. The same order applies to building a brand.

Top Notes
Strategy & Identity
Brand positioning, name and story, category strategy — the first impression a customer forms.
Heart Notes
Product & Sourcing
Fragrance formulation, raw material sourcing, packaging direction, product-market fit.
Base Notes
Manufacturing & Scale
Direct manufacturing, regulatory compliance, quality consistency, a path from B2B to B2C.
File 07 — Success Stories

What working together sounds like.

Export Brand

A client shipping internationally needed a manufacturing partner fluent in global compliance.

Outcome: export-ready compliance, consistent batch documentation.
Home & Room Fragrance

A home-fragrance brand needed standout signature scents for launch.

Outcome: three custom compounds became their fastest-selling range.
Ayurvedic Personal Care

An ayurvedic line needed natural, herbal-forward fragrance true to their brand.

Outcome: a natural profile aligned to a clean-beauty identity.

Representative engagements based on client feedback shared with Seth Trading Company. Named case studies, metrics and testimonials can be added on request.

File 08 — Consulting Services

From first concept to national shelf.

01

Brand Strategy & Positioning

Defining who the brand is for and the story that carries it there.

02

Custom Fragrance Development

Bespoke formulation across fine fragrance, personal care, home and industrial use.

03

Raw Material Sourcing

Direct access to quality-tested ingredients, sourced and blended in-house.

04

Manufacturing & Production

End-to-end manufacturing across two Delhi units, scaled from startup to FMCG volume.

05

Regulatory & Compliance

IFRA-aware formulation and documentation, informed by national standards involvement.

06

Packaging & Presentation

Guidance on packaging that matches the fragrance's character and shelf.

07

Go-to-Market & Scaling

Building a path from B2B supply toward consumer-facing (B2C) growth.

08

Founder Mentorship

Ongoing guidance for entrepreneurs building a fragrance brand for the first time.

File 09 — Why Work With Me

What sets this partnership apart.

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Owner-led, not account-managed

You work directly with the perfumer and decision-maker.

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Formulation and manufacturing under one roof

The same team designs and produces your fragrance — no handoffs.

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Regulatory fluency most consultants don't have

National committee involvement means compliance is built in from day one.

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Legacy mindset, growth outlook

76 years of heritage credibility, paired with an active push toward B2C.

File 10 — Start a Conversation

Tell me about the brand you want to build.

Share a few details below — it opens directly in your email app, addressed to Dr. Seth — or reach out by phone or email directly.

Email
stc2348@gmail.com
Phone
+91 98997 70689
Studio
Tilak Bazar & Rohini, New Delhi
Opens your email app, addressed to Dr. Seth Drafted — check your email app.
Let's Build Something That Lasts

Your fragrance brand deserves
a house behind it.

Whether you're launching your first product or scaling an established line, let's talk about what building it right looks like for you.

Send an Enquiry Call +91 98997 70689