Launch Announcement
On 4 August 2026, Mysore Deep Perfumery House (MDPH), one of India’s top three agarbatti manufacturers and the maker of the Zed Black brand, announced the launch of Blunt Black, a premium Eau de Parfum (EDP) range. The new line comprises four distinct fragrances – Dark Elixir, Neo Aura, Velvet Night, and French Aqua – each formulated to suit different personalities and occasions, with Neo Aura specifically targeted at Gen Z consumers.
Product Details and Pricing
All four variants are packaged in sleek 30 ml EDP bottles. The collection carries a maximum retail price (MRP) of ₹599 per bottle, while an introductory online price of ₹279 will be offered on leading e‑commerce platforms before a phased rollout in physical retail outlets across India.
Market Context
According to a recent Kotak Institutional Equities report, India’s personal‑fragrance market is projected to reach US$2.12 billion by 2028, expanding at a 19.5% compound annual growth rate (CAGR). The launch of Blunt Black is positioned as MDPH’s strategic move to capture growth in this fast‑growing premium‑fragrance segment.
Management Commentary
Director Ankit Agrawal stated that Blunt Black “marks a strategic expansion of our fragrance portfolio as we diversify into the premium personal fragrance category,” emphasizing the company’s manufacturing capabilities and distribution network. Director Anshul Agrawal added that today’s consumers view fragrances as extensions of personality and lifestyle, and that Blunt Black combines “thoughtfully crafted Eau de Parfum formulations with contemporary fragrance profiles to deliver a premium experience that is both aspirational and accessible.”
Company Background
Mysore Deep Perfumery House (MDPH) has a legacy of over three decades and is headquartered in Indore. Its diversified portfolio includes Zed Black Agarbatti, Manthan Dhoop, Samarpan Bhimseni Camphor, Orva Naturals, DinDin Confectionery, and now Blunt Black. MDPH operates one of the world’s largest incense manufacturing facilities, exports to over 45 countries, and employs nearly 4,000 people, about 80% of whom are women. The company positions itself as a home‑grown FMCG leader across fragrance, devotional, personal care, and lifestyle categories.
Distribution Plan
The introductory pricing will be available online, after which the brand will be introduced through a phased retail rollout across India, leveraging MDPH’s extensive distribution network.