Secret Alchemist targets Rs 100 crore revenue in five years, eyes global markets for growth (#1686422)

Aromatherapy and scent brand Secret Alchemist is targeting Rs 100 crore in annual revenue in the coming five years and plans to launch in international markets including Europe, the UAE, and the US. The brand has reached a cumulative sales total of Rs 2 crore thus far after two years of operations.

“In five years, we want to be a Rs 100 crore brand and the first Indian aromatherapy brand to make it big on the global stage,” said Secret Alchemist’s co-founder Akash Valia, India Retailing reported. The brand expects to report Rs 3.5 crore in revenue for the 2025 financial year and recently raised an investment round with participation from Inflection Point Ventures.

Secret Alchemist aims to tap into global demand for both aromatherapy and Ayurvedic products for growth. The brand also sees brick-and-mortar retail as presenting a significant opportunity for future growth. 

Secret Alchemist onboarded actress Samantha Prabhu as a co-founder following her investment in the brand. “Samantha was already a customer and a believer in the benefits of aromatherapy,” said Valia. “Her vision aligned perfectly with ours, and it just made sense for her to join us… Unless you have a clear USP and niche, scaling a brand is very challenging. Aromatherapy gives us that edge.”

Akash Valia and Ankita Thadani established Secret Alchemist two years ago and the brand retails its mists, roll-ons, and creams from its direct to customer e-commerce store and on numerous multi-brand marketplaces, according to its Facebook page. By focusing on direct to customer retail, the brand is able to maintain better control over its margins and form more direct connections with its customers.