By: Deepti Verma Chhabria Co-Founder & Director, Aerome

When was the last time you stopped to smell the flowers at a nearby shop? Or walk a little slow around a bakery, basking in the glorious aroma of freshly baked bread or cinnamon buns? While you may not recall the precise moment, a mere mention of these delectable aromas can transport you back in time to when you saw some pretty flowers or spent time at a quaint café. And that’s because, for us humans, the sense of smell is one of the strongest anchors; a scent can transcend into our psyches and teleport us back in time. Thus, it hardly comes as a surprise when a growing number of brands are leveraging smell or “scent marketing” to curate multi-sensory experiences for their customers.

The Interplay of Scent & Human Psychology

The power of scent emerges as a little-known and yet plausible force to be reckoned with while influencing human psychology & buying behaviors.

Various reputed studies talk at length about the influence of scent on human psychology. Research done by Sense of Smell Institute discovered that people remember smells with 65% accuracy, even after a year. For reference, people could only recall 50% of visuals following a gap of 3 months. Research from Rockefeller University supports the same argument, claiming that people can recall 35% of what they smelt vs. only 5% of what they saw. And that’s understandable – while we live in the era of information overload, where we view tons of information via content on social media apps, TV, banners, etc – a sense of smell allows us to pause time for a little bit longer, and truly engage with the environment around us.

To that end, today’s leading brands are openly embracing scent marketing to not only influence buying decisions but also establish long associations with their customers. Nike did a study that revealed that “scented environments” led to an incredible 84% increase in “buying intent”. That’s the power of “olfactory branding” and brands, ranging from retail outlets to airlines, hospitality, automotive, and more, are all here to make the most of this future of branding & marketing.

Industry-Wide Scope of Scent Marketing

As the competition intensifies, brands today are leaving no stone unturned to grab attention and build long-lasting ties with customers. Here’s how brands from diverse industries are gearing up to leverage scent marketing for profitability and long-lasting brand associations.

•  RETAIL: Scented environments are leading to customers spending more time and buying more at retail outlets. Stores like Nike, and  Abercrombie & Fitch already swear by the same. Furthermore, today’s leading retail stores, shopping malls, etc are increasingly investing in ambient scenting to provide an avant-garde multi-sensory immersive experience to their prospects and consumers.
•  HOSPITALITY: A growing number of hotel chains are utilizing signature scents to establish exclusivity and add a touch of rich luxury to the overall experience.
•  AUTOMOTIVE: A trend not limited to only high-end luxury cars, more automotive brands today are going after distinctive fragrances to create a unique experience.
•  HEALTHCARE: Tasteful ambient scenting can uplift the environment and make it more conducive for healing and rejuvenation. Thus, it hardly is a surprise when leading hospitals or healthcare providers opt for ambient scenting to make their patients feel more relaxed and comfortable.
•  OFFICE SPACES & REAL ESTAE: Scents have been accredited for boosting workspace productivity. Notes of peppermint or citrus can make people feel fresh, energized, and ready to “zone in”. At the same time, scents of vanilla or cedarwood create a distinctive homely feeling. Leading players in the real estate segment are increasingly investing in ambient scenting to boost sales & overall customer gratification.

What’s Next: The Future of Scent Marketing

As the stakes rise and more brands begin to invest in scent marketing, the entire paradigm is going to evolve and undergo massive transformation. We are already witnessing a push towards sustainability in ambient scenting, crafting fragrances that are eco-friendly, biodegradable, and non-toxic. Furthermore, we also expect to see the advent of AI-driven scent systems and smart diffusion technology. While the advent of AI will certainly help create personalized customer experiences, scent marketing is also expected to be widely used in curating truly bespoke Augmented Reality & Virtual Reality experiences.

Thus, the writing on the wall is clear: scent marketing is here to stay and redefine the future of branding and marketing. As brands compete for customers’ loyalty and mindshare, the most memorable branding experiences will not only be “seen” or “heard” but also “felt”. Join the bandwagon and craft a truly unique scent for your brand!

PhonePe, today announced the launch of a device tokenization solution for Credit and Debit cards. With this launch, users will be able to tokenize their cards on the PhonePe App, and use the card tokens seamlessly across all use cases on PhonePe such as Bill Payments, Recharges, booking travel tickets, making insurance purchases, making payments on Pincode, as well as at Online Merchants where the PhonePe Payment Gateway services are integrated.

For consumers, tokenizing their cards has several benefits. They will no longer need to save their card details on merchant platforms or enter a CVV for every transaction, leading to higher success rates and fewer drop-offs at checkout. With tokenized cards securely linked to devices, fraud risks from stolen or leaked card details are also significantly reduced, giving consumers an extra layer of security and boosting consumers’ confidence in online payments. To begin with, consumers will be able to tokenize their Visa Credit and Debit Cards.

For merchants, the advantage goes beyond security – it means tapping into a constantly expanding network of tokenized cards, ensuring faster transactions and higher conversions. As more consumers adopt this seamless payment method, businesses will naturally benefit from higher success rates, improved customer retention, and a frictionless checkout experience that fuels growth. PhonePe PG merchants will also have access to this solution.

Commenting on the launch, Rahul Chari, Co-founder & CTO,of  PhonePe, said, “This launch will be a step forward in making digital payments more secure and seamless. We plan to expand this offering by integrating with more card payment networks and enabling access to the device-tokenized cards to all PhonePe PG merchants. At PhonePe, we have always focused on building innovative solutions that enhance customer trust and convenience. As digital payments evolve, we remain committed to delivering offerings that make transactions safer, faster, and frictionless for both businesses and consumers.”

Chandigarh, 17 February 2025 – Fossil, the globally celebrated lifestyle brand known for its timeless craftsmanship and innovation, is excited to announce the launch of its first franchise store in Chandigarh at Elante Mall. This marks the brand’s 30th retail location in India, further fortifying its presence in the country. This strategic expansion aligns with Fossil’s vision of enhancing accessibility and delivering an unparalleled shopping experience to fashion-forward consumers in the region.

Speaking on the launch, Johnson Verghese, Managing Director of Fossil India, said, “Chandigarh, known for its embrace of style and sophistication, presents an excellent opportunity for our retail location. At Fossil, we are dedicated to providing our customers with an immersive shopping experience that reflects our brand’s values. Elante Mall, being a key shopping hub, offers the perfect setting to connect with our customers and showcase our latest collections. We look forward to welcoming Chandigarh’s fashion enthusiasts to explore our range of watches, accessories, and leather goods.”

The store is designed to reflect Fossil’s distinctive blend of modern aesthetics and heritage craftsmanship, creating an inviting and interactive retail space. Customers will have access to an exclusive selection of timepieces, handbags, jewelry, and lifestyle accessories, curated to complement their unique style preferences.

This launch marks another significant milestone in Fossil’s journey of expansion across India, reaffirming its commitment to delivering high-quality products and exceptional retail experiences. By establishing a presence in Chandigarh, Fossil aims to engage with local customers through a thoughtfully designed retail environment that showcases the brand’s dedication to innovation and quality craftsmanship.

Castor seed production in Gujarat for 2024-25 is estimated at 14.75 lakh tonnes, down 6% from 15.74 lakh tonnes in 2023-24, according to the SEA Castor Crop Survey 2024-25. The drop is due to an 11% decline in acreage to 6.46 lakh hectares from 7.24 lakh hectares, despite a 5% increase in yield to 2,281 kg per hectare.

The Castor Crop Survey 2024-25 was presented at the Global Castor Conference organised by the Solvent Extractors’ Association (SEA) in Gandhinagar on Saturday. According to the survey, heavy rains in August adversely affected castor crop, leading to resowing and lower plant counts in key districts like Vadodara, Surendranagar, and Ahmedabad in Gujarat, which accounts for majority of the castor production in India.

Mr. Priyam Patel, Managing Director of NK Proteins Pvt Ltd and Chairman (West Zone) of SEA, said, “The estimated reduction in castor production in Gujarat can largely be attributed to a decrease in castor acreage. Excess rainfall in August and September coupled with diversification to other crops such as cotton and groundnut primarily resulted in a reduction in area under castor crop in the state. The yield has shown an increase due to favorable weather as on this date. However, future yield estimates remain subject to further revision based on weather conditions.”

Rajasthan’s production is estimated at 2.85 lakh tonnes, down 9%, with acreage dropping 12% to 1.70 lakh hectares, while Andhra Pradesh and Telangana will produce 0.54 lakh tonnes, down 33% due to a 38% acreage drop.

India’s overall castor production is expected to be 18.22 lakh tonnes in 2024-25, 8% lower than 19.75 lakh tonnes last year. National acreage fell by 12% to 8.68 lakh hectares from 9.88 lakh hectares, though yield improved by 5% to 2,101 kg per hectare from 1,999 kg per hectare.

Chandigarh, February 17, 2025: Bank of India, a leading Public Sector Bank, has raised 10 years Infrastructure Bonds of Rs.2,690 crore @ 7.50% p.a, today through NSE Electronic Bidding Platform. The Base Issue size was Rs.1,500 crore with Green Shoe option of Rs.3,500 crore. Bank received total of 94 bids amounting to Rs.8,845 crore, 5.90 times of the Base issue size. Bank accepted bids at cut-off coupon of 7.50% of Rs.2,690 crore. There were 26 successful bids.

The funds raised through Long Term Bonds will be used for funding long term projects in infrastructure sub-sectors and affordable housing in accordance with RBI guidelines. The funds raised by the Bank through this issue is not meant for financing any particular project.

Former Indian cricketer Zaheer Khan, along with his wife, actress Sagarika Ghatge, and her brother, Shivjeet Ghatge, has purchased a luxury apartment in Lower Parel, Mumbai, for Rs. 11 crore, according to property registration documents reviewed by Square Yards on the website of the Inspector General of Registration (IGR). The transaction was registered in February 2025.

Lower Parel, one of Mumbai’s prime residential and commercial hubs, offers premium living spaces with seamless connectivity to business districts such as Bandra-Kurla Complex (BKC) and Nariman Point. Bollywood stars like Abhishek Bachchan, Shahid Kapoor, and writer Amish Tripathi, have also purchased properties in Lower Parel, as per Square Yards’ analysis of IGR property registration documents.

The property acquired by the trio is located in Indiabulls Sky, developed by Equinox India Developments Limited. As per RERA, it is a ready-to-move-in residential project spread across 3 acres, offering 3, 4, 5, and 6 BHK apartments. According to the IGR property registration documents reviewed by Square Yards, the apartment spans a carpet area of 2,158 sq. ft. (~200.47 sq. m) and a built-up area of 240.58 sq. m (~2,590 sq. ft.) and comes with three car parking spaces. The deal incurred a stamp duty payment of Rs. 66 lakh and a registration charge of Rs. 30,000.

According to Square Yards’ Project Data Intelligence, a total of 2 transactions amounting to a gross transaction value of Rs. 23 crore were registered with IGR in Indiabulls Sky between February 2024 and January 2025. Currently, the average resale property price in the project stands at Rs. 49,096 per sq. ft.

Zaheer Khan is a former Indian cricketer who represented the national team across all formats from 2000 to 2014. He was part of the Indian squad that shared the 2002 ICC Champions Trophy and played a crucial role in India’s victory at the 2011 Cricket World Cup. In recognition of his contributions to Indian sports, he was honored with the Arjuna Award, the country’s second-highest sporting accolade, in 2011. Zaheer announced his retirement from international and first-class cricket in October 2015. In 2017, he married Sagarika Ghatge, an Indian actress, model, and former national-level hockey player.

James Williams & Max Mcrae To Lead MRF Challenge

Chennai, February 17, 2025: MRF, India’s No 1 Tyre Manufacturer, today announced their participation in the prestigious and highly competitive British Rally Championship 2025 and inclusion as official tyre suppliers for the 2025 season. Having dominated the European Rally Championships, Team MRF Tyres now seeks to extend their superiority in the UK. Leading the MRF challenge will be drivers James Williams and Max Mcrae.

The decision to participate in the BRC 2025 underscores MRF’s commitment to showcasing the capabilities of Indian engineering and manufacturing on the international stage. With a rich heritage in the Motorsport Tyres and a reputation for producing high-performance tyres, the company is poised to make a significant impact in the world of rallying.

“We are excited to take on this new challenge and represent India on the global motorsports platform,” said Arun Mammen Vice Chairman & Managing Director of MRF. “The British Rally Championship is a prestigious event that attracts the best drivers and teams from around the world. Our participation in this event will not only demonstrate the quality of our products but also inspire Indian motorsports enthusiasts and foster a sense of national pride. We are confident that our tyres will perform exceptionally well in the BRC 2025. Our engineers have been working closely with rally experts to develop the right products that can withstand the rigors of the sport and provide our drivers with the necessary grip and stability to compete at the highest level.”

The two professional drivers will leverage the company’s extensive research and development capabilities to develop tyres that are specifically tailored for the demanding conditions in the nine round event throughout the year in 2025. The first round of the 2025 season gets underway in Beverley- East Yorkshire UK ,at the East Riding Stages Rally on 23 February

TEAM MRF Tyres are winners in the FIA European Rally Championship in 2022 and 2023. Dominating the Italian Gravel Rally Championship for 4 years in a row, MRF tyres has also succeeded in Norway and Latvia IN January 2025 with the Snow Tyres. Brand MRF is already a tyre of choice in Hi performance rallies in Australia , New Zealand and South America. The company’s commitment to developing high-performance tyres has been evident through its participation and successes in various national and international championships.

Profile – James Williams, is a Professional Rally Driver. In 2015 he was adjudged as the UK young driver of the year. And from then on he has had good success in various championships. He was the winner of the Rally Isle of Man in 2024 and the Goodwood Festival of Speed winner in the same year. Apart from Rally driving, he is also a brand ambassador and public speaker.

Profile – Max Mcrae UK based Max McRae is excited by his first full British Rally Championship campaign. The 20-year-old Scot tackled four BRC rounds last season, but will step-up to the full six-event calendar in 2025. He closed out last year on the highest possible note, with fastest time on the final stage of the season-closing Cambrian Rallly. Max comes from a family with a rich history in rallying. With eight British titles to the McRae name already (five for Jimmy, two for Uncle Colin and one for father Alister), Max is well aware of the weight of expectation. Much as Max is keen to continue in that same vein, he’s realistic about his experience of – and the competition in – the premier British series. Of the four events he started in a Ford Fiesta Rally2 last season, he finished three of them comfortably in the top-10, including a fine fourth on the Cambrian.