Investors catch a big whiff of money in D2C fragrance firms

India’s direct-to-consumer (D2C) fragrance and deodorant sector is seeing early signs of a funding boom, with venture capital firms negotiating multiple deals with emerging brands on the back of Gen Z demand and a wave of premiumisation. Investors see a wide gap in products priced between Rs 1,500 and Rs 4,000 for a 100 ml pack.