Launch Overview
On August 31, 2026, AARAV Fragrances and Flavors Pvt. Ltd., a privately owned company headquartered in Mumbai, announced the launch of AARAV Intelligence, a new intelligence capability designed to embed consumer and market insights directly into fragrance and flavor development for FMCG brands. The capability is co‑powered by Flickly, an AI‑driven consumer research platform that specializes in concept testing, pack testing, preference studies, and deep‑dive category analyses.
Capability Details
AARAV Intelligence combines AARAV’s proprietary market and innovation intelligence with rapid, AI‑enabled consumer research to provide data‑backed decision‑making throughout the product development lifecycle. Consumer Intelligence studies can be deployed at any stage, from pre‑development concept validation to post‑development evaluation, and can explore fragrance and flavor preferences, packaging ideas, product concepts and names, usage occasions, purchase drivers, price segments, premiumisation trends, and distinct consumer segments. The service is positioned as an agile research layer that bridges the gap between informal consumer feedback and large‑scale traditional market research, delivering focused insights for specific innovation questions.
Target Audience
For large FMCG organisations, AARAV Intelligence is intended to complement existing Consumer & Market Insights functions, adding a fragrance‑ and flavor‑focused intelligence tier to the development process. For emerging and mid‑size brands, the offering provides structured consumer research that might otherwise be difficult to incorporate into routine product development, enabling these brands to validate ideas and make rapid, data‑driven decisions.
Integration with Creative Process
The core value proposition lies in linking consumer findings, market developments, and emerging trends directly with AARAV’s creative expertise in perfumery and flavor formulation. This integration helps translate insights into sharper briefs and clearer creative direction for perfumers, flavorists, and product development teams, thereby reducing uncertainty and aligning final products more closely with target consumer preferences.
Executive Quote
Vinay Vaze, Promoter of AARAV Fragrances and Flavors Pvt. Ltd., stated: “The idea behind AARAV Intelligence is to bring consumer and market understanding much closer to the entire product development process. Fragrance and flavor decisions should not exist in isolation from what consumers are actually seeking or how markets are evolving. By connecting rapid consumer research with AARAV's own market intelligence and creative expertise, we want to help our customers build sharper briefs, make more informed innovation decisions and ultimately develop products that are more relevant to their consumers.”
Company Background
AARAV Fragrances and Flavors Pvt. Ltd. was founded in 2007, building on a family heritage dating back to 1922. It is recognized as one of India’s top three fragrance, flavor, and ingredient houses, serving clients in over 30 countries across Asia, Europe, the Middle East, Africa, and the Americas. The company employs more than 350 professionals and operates from facilities in Maharashtra (Mumbai, Navi Mumbai, Palghar) and Bengaluru. Further information is available at www.aarav.co.