Ankita Thadani on Building a Global Fragrance Brand in India And Carrying Forward a 35-Year Old Legacy in Perfumery
Written by the Tuacha Editorial Team | Published on August 15th 2026
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Ankita Thadani grew up around perfume long before she ever thought of it as a career. Thirty-five years ago, her mother created the blueprint for what would become Secret Alchemist, and over the years, Thadani watched her use aromatherapy as both a beauty and wellness tool, absorbing details she wouldn't consciously draw on until much later, when it came time to shape the brand herself. More below on what it means for Thadani to build a perfume brand in India for the world, how she is honoring the brand's legacy without being defined by it, and what she thinks the next chapter of Indian beauty looks like.
As an Indian beauty founder today, what does building in India for the world mean to you personally?
For me, building in India for the world means creating a brand that is deeply rooted in India, but has the ambition and quality to be recognised globally. We have incredible talent, manufacturing capabilities, ingredients and a rich heritage to draw from, and I think there is a real opportunity to bring all of that to the forefront.
With Secret Alchemist, our connection to India is very much part of who we are. We come from a 35-year legacy in aromatherapy, and that lineage gives us a strong foundation in fragrance and botanicals. At the same time, we don't want our identity to limit where we can go. There is a personal pride in building something here that can stand alongside international beauty brands. For me, building in India for the world is about showing that a brand can be proudly Indian in its roots and still have a truly global ambition.
For a long time, Indian beauty culture and brands looked outward for validation. Do you feel that narrative is changing? If so, what's driving that shift and how do you see Secret Alchemist being a part of it?
I do think that the narrative is changing. Indian consumers today are much more confident about choosing homegrown brands based on the quality and relevance of what they offer, rather than simply looking at where a brand comes from. There is also a growing pride in Indian products, businesses and heritage.
At the same time, Indian founders are no longer necessarily building with international brands as the benchmark or looking for validation from outside. We have access to better technology, manufacturing, talent and global markets, which gives founders the ability to think much bigger. I think the shift is from asking, “Can an Indian brand compete globally?” to simply asking, “Is this a great brand?” That's an important change. At Secret Alchemist, we want to be part of that shift by building a fragrance brand that is globally relevant while being very comfortable with its Indian identity. We don't want to simply bring global fragrance trends to India. We want to create from India and build something that can travel from India to the world.
“For me, building in India for the world is about recognising that we already have so much of what it takes to build a global beauty brand here. We have the talent, the ingredients, the manufacturing capabilities and generations of knowledge. The opportunity now is to bring those strengths together and give them a contemporary expression.”
What's one thing you hope the global beauty industry understands differently about Indian beauty in the next five years?
I hope Indian beauty is seen as a source of innovation and ideas, and not just as a source of ingredients, rituals or inspiration. India has an incredible depth of knowledge around beauty, wellness and botanicals, but I think we are now in a position to reinterpret that knowledge through modern science, technology and formulation to create products that can compete globally. I also hope the idea of “Indian beauty” becomes much broader. It doesn't have to mean traditional or Ayurvedic. It can be modern, contemporary, premium and globally relevant while still being distinctly Indian. Most importantly, I would like to see Indian brands being recognised for their point of view and quality, rather than their origin being treated as the story in itself.
What makes you most optimistic about the future of India's beauty and wellness
ecosystem?
What makes me most optimistic is the Indian consumer. Consumers are becoming much more informed about ingredients, quality and efficacy, and they are more curious about discovering brands beyond the established international names. There is also a growing pride in our own heritage, and I think that is translating into a
willingness to support and explore Indian brands. People are increasingly interested in
knowing what is being created here and are willing to give homegrown brands a chance based on the product itself. At the same time, we're seeing more ambitious founders building across beauty, wellness and personal care, supported by India's strong manufacturing capabilities, talent and entrepreneurial ecosystem. I think we're moving from being primarily consumers of global beauty trends to becoming creators of products, ideas and brands that can influence the global market.
How do you think the next chapter of Indian beauty looks? Where do you think Secret Alchemist fits into this chapter?
I think the next chapter of Indian beauty will be about being proudly rooted in India while thinking globally. We don't have to choose between the two. The opportunity is to take India's traditional knowledge and heritage and combine it with modern science, technology, design and formulation to create brands that feel contemporary and relevant anywhere in the world. That's where I see Secret Alchemist fitting in. We want to bring Indian fragrance into a more contemporary conversation and eventually onto a global stage. Our 35-year aromatherapy lineage gives us a strong connection to where we come from, but our ambition is much larger than preserving that heritage. We don't try to hide our Indianness. We are proud of it. For us, the goal is to build a fragrance brand from India that is recognised first for its quality, its products and its point of view — and whose Indian identity is an important part of what makes it unique.
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How do you think the next chapter of Indian beauty looks? Where do you think Secret Alchemist fits into this chapter?
I think the next chapter of Indian beauty will be about being proudly rooted in India while thinking globally. We don't have to choose between the two. The opportunity is to take India's traditional knowledge and heritage and combine it with modern science, technology, design and formulation to create brands that feel contemporary and relevant anywhere in the world. That's where I see Secret Alchemist fitting in. We want to bring Indian fragrance into a more contemporary conversation and eventually onto a global stage. Our 35-year aromatherapy lineage gives us a strong connection to where we come from, but our ambition is much larger than preserving that heritage. We don't try to hide our Indianness. We are proud of it. For us, the goal is to build a fragrance brand from India that is recognised first for its quality, its products and its point of view — and whose Indian identity is an important part of what makes it unique.
What makes you most optimistic about the future of India's beauty and wellness ecosystem?
What makes me most optimistic is the Indian consumer. Consumers are becoming much more informed about ingredients, quality and efficacy, and they are more curious about discovering brands beyond the established international names. There is also a growing pride in our own heritage, and I think that is translating into a willingness to support and explore Indian brands. People are increasingly interested in knowing what is being created here and are willing to give homegrown brands a chance based on the product itself. At the same time, we're seeing more ambitious founders building across beauty, wellness and personal care, supported by India's strong manufacturing capabilities, talent and entrepreneurial ecosystem. I think we're moving from being primarily consumers of global beauty trends to becoming creators of products, ideas and brands that can influence the global market.
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As an Indian beauty founder today, what does building in India for the world mean to you personally?
For me, building in India for the world means creating a brand that is deeply rooted in India, but has the ambition and quality to be recognised globally. We have incredible talent, manufacturing capabilities, ingredients and a rich heritage to draw from, and I think there is a real opportunity to bring all of that to the forefront. With Secret Alchemist, our connection to India is very much part of who we are. We come from a 35-year legacy in aromatherapy, and that lineage gives us a strong foundation in fragrance and botanicals. At the same time, we don't want our identity to limit where we can go. There is a personal pride in building something here that can stand alongside international beauty brands. For me, building in India for the world is about showing that a brand can be proudly Indian in its roots and still have a truly global ambition.
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