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.
Every founder receives practical guidance on formulation, manufacturing, packaging, compliance and brand positioning from concept to commercial launch.
Book a Consultation →
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.
More than a business, Shimmer represents decades of craftsmanship, scientific formulation, and a family's lifelong commitment to fragrance excellence.
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.
Growing up among raw materials and fragrance strips in Khari Baoli, Dr. Rohit Seth transformed childhood curiosity into more than three decades of practical formulation expertise.
From agarbatti and personal care to cosmetics and industrial fragrance solutions, every formulation reflects years of factory-floor knowledge rather than theory alone.
Today, Dr. Seth divides his time between product development, national standards committees, and mentoring upcoming fragrance entrepreneurs while leading Shimmer into an exciting consumer-focused fragrance future.
Every milestone below was earned the way a fragrance is built — layer by layer, over time, with nothing rushed.
Dr. Seth's grandfather establishes Seth Brothers (Perfumers) Pvt. Ltd. and the Shimmer brand — the start of a family fragrance legacy in Delhi.
A direct fragrance manufacturing and supply operation is founded in Khari Baoli — no agents, no middlemen.
Dr. Seth takes on the family legacy, expanding to a second unit in Rohini and steering the business toward IFRA-aware, export-ready standards.
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.
Dr. Seth launches his book on the art and science of perfumery at a FAFAI gathering in Delhi.
Recognised by The Times of India and the Economic Times, and by HPCI Forum India for contribution to fragrance regulation.
Recognition from national media, regulatory forums and industry bodies.
Categories formulated and manufactured, in-house:
Standing & credentials:
A fragrance reveals itself in three layers over time. The same order applies to building a brand.
A client shipping internationally needed a manufacturing partner fluent in global compliance.
A home-fragrance brand needed standout signature scents for launch.
An ayurvedic line needed natural, herbal-forward fragrance true to their brand.
Representative engagements based on client feedback shared with Seth Trading Company. Named case studies, metrics and testimonials can be added on request.
Defining who the brand is for and the story that carries it there.
Bespoke formulation across fine fragrance, personal care, home and industrial use.
Direct access to quality-tested ingredients, sourced and blended in-house.
End-to-end manufacturing across two Delhi units, scaled from startup to FMCG volume.
IFRA-aware formulation and documentation, informed by national standards involvement.
Guidance on packaging that matches the fragrance's character and shelf.
Building a path from B2B supply toward consumer-facing (B2C) growth.
Ongoing guidance for entrepreneurs building a fragrance brand for the first time.
You work directly with the perfumer and decision-maker.
The same team designs and produces your fragrance — no handoffs.
National committee involvement means compliance is built in from day one.
76 years of heritage credibility, paired with an active push toward B2C.
Share a few details below — it opens directly in your email app, addressed to Dr. Seth — or reach out by phone or email directly.
Whether you're launching your first product or scaling an established line, let's talk about what building it right looks like for you.