Madame bolsters fragrance offering in India

Jain Amar Clothing Private Limited’s womenswear brand Madame has expanded its fragrance offering in India by launching new scent ‘Chaleur’ with a campaign starring brand ambassador and Bollywood celebrity Shanaya Kapoor.

“Chaleur is more than a fragrance; it’s a journey that transcends boundaries, inviting wearers to experience a blend of cultures and fragrances that culminate in a truly unique olfactory experience,” said Jain Amar Clothing Private Limited’s executive director Akhil Jain in a press release. 
 
The scent is inspired by the historic French town of Grasse and contains notes of zest of orange, saffron, and clary sage with a centre of jasmine and essence of cherry almond. Chaleur is Madame’s second fragrance launch to date following on from its maiden scent ‘Lueur’. The launch shows the business’ focus on the premium segment of the market and its campaign with Kapoor is designed to evoke ideas of French glamour mixed with Indian opulence. 

Madame launched as a western wear brand in 1993 and opened its first India store 2002. Today, the label is available in over 500 retail outlets across the country. Focusing on Tier 1 and 2 cities for expansion, the business aims to grow by 33.3% in its overall business in the coming financial year.