● Currently mentoring 3 new fragrance brands this quarter

Third-generation
Perfumer.
Fragrance brands, built to last.

Dr. Rohit Seth carries forward the 76-year Shimmer / Seth Brothers legacy and leads Seth Trading Company — helping founders take a fragrance from formulation to factory to market.

Every brand deserves a house behind it.

Trusted by fragrance founders worldwide. Manufacturing support, private label, formulation, packaging & export under one roof.

76+

Years Legacy
Three generations of fragrance expertise serving founders in 20+ countries.
★ 4.9/5
Book Consultation Meet Dr. Seth
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)
File 02 — In His Own Words

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

What began as a childhood spent around raw materials and blotter strips in Khari Baoli grew into three decades of hands-on formulation — for agarbatti, personal care, cosmetic and industrial clients alike.

That direct, factory-floor relationship with fragrance is what Dr. Seth now brings to every founder he advises: nothing is outsourced, nothing is guessed at, and every recommendation is backed by something he has made with his own hands.

He now splits his time between the bench, national standards committees, and mentoring the next generation of fragrance entrepreneurs — steering Shimmer's own next chapter into consumer-facing (B2C) fragrance along the way.

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.

—

Owner-led, not account-managed

You work directly with the perfumer and decision-maker.

—

Formulation and manufacturing under one roof

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

—

Regulatory fluency most consultants don't have

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

—

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