India’s Growing Love for Scented Candles: A Fragrant Trend Explained

Scented candles in India are no longer just an indulgence — they’ve become a lifestyle essential. From mindful routines to mood-lifting décor, Indian consumers are embracing fragrance like never before. But why now? And what sets this fragrant revolution apart?

A Shift in the Senses: Why India’s Falling in Love with Candles

Over the last few years, homegrown interest in wellness, ambiance, and self-care has transformed what Indian homes smell like. With more people working remotely and spending mindful evenings at home, the scented candle has evolved into a mood-setter, a stress-reliever, and even a décor statement.

Searches for “scented candles India” and “premium candle brands” have surged by 60% since 2022 — showing a clear shift in how Indians now approach lifestyle and living spaces.

The Scented Candle Market in India: A Quiet Boom

Until recently, scented candles in India were considered a luxury — found mostly in spas, five-star hotels, or as niche Diwali gifts. But from 2020 onwards, the category has experienced a noticeable evolution. As of 2024, the Indian candle market is valued at over INR 3,000 crore (USD 350M) and growing steadily at 12–15% CAGR, especially within the premium and artisanal segments.

Why the sudden growth?

• Increased disposable income in urban and Tier 2 India

• The rise of mental health awareness and self-care culture

• Growth of ecommerce and D2C models that allow small brands to reach national audiences

• A shift in home décor trends post-COVID — with more Indians prioritizing mood and mindfulness at home

 

Consumer Behavior is Evolving: From Functional to Emotional Purchases

Today’s Indian consumer is driven by emotional resonance and experiential value. They’re asking:

• Does this product help me relax?

• Does it reflect my personality or lifestyle?

• Is it crafted responsibly?

A good candle doesn’t just smell nice — it creates a moment.

Key behavior shifts fueling the category:

• People lighting candles not just during festivals, but on weekdays — to mark self-care, meditation, winding down

• Growth in female buyers aged 25–45 seeking calming routines

• Younger consumers (Gen Z & Millennials) valuing aesthetic products that also support well-being

• Increase in gifting scented candles for housewarmings, birthdays, and work anniversaries

Lume & Co. specifically builds for this evolved customer — with fragrance storytelling, artful packaging, and emotive blends rooted in Indian sensibilities.

A Shift Toward Premiumisation and Homegrown Artisanal Brands

The real opportunity is in premium artisan candles, not mass-produced, synthetic ones. Consumers are seeking:

• Soy, beeswax, and coconut wax bases (healthier, cleaner burn)

• Essential oil or fine fragrance oils, not paraffin-heavy synthetics

• Aesthetic jars, wooden wicks, and luxury experiences

This shift mirrors what happened in beauty (from Lakme to Forest Essentials) and coffee (from Nescafe to Blue Tokai).

Market whitespace:

• Imported premium candles (e.g., Bath & Body Works, Jo Malone) remain expensive due to duties

• Local handcrafted brands like Lume & Co, Ekam, Song of India are uniquely positioned to offer premium experiences at local prices, with cultural resonance