Mumbai, Feb. 18 -- The business of smelling good is now booming in India, thanks to men.

Sales of premium and luxury perfumes are rising steadily, with men emerging as the biggest growth drivers in the category, according to industry executives and data shared with Mint.

Men make up 60% of India's $189.1 million fragrance market, according to research firm Euromonitor. Men's fragrances grew 14.6% in 2024, outpacing the overall market growth of 11.9%. The market is expected to expand at a 15.23% compound annual growth rate (CAGR) through 2032, Brickwork Ratings data showed.

Rising disposable incomes among India's expanding middle class are pushing up spending on premium personal care, including perfumes, increasingly seen as part of eve...