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In 2023, when Ashwajeet Ovhal started working with essential oils, it was just out of curiosity. Ovhal, who was trying out new things, realised that perfumery was a field with huge potential. Two years later, Ovhal is now set to open 10 shops across the country and also make his international debut.
Ovhal’s story began in his makeshift laboratory in the old Sanghvi area of Pimpri Chinchwad. ‘’It was just out of curiosity that I got dabbling in perfumery. I used to distribute samples to my friends and realized that something was clicking when they came asking for more. At first, it was just a hobby, but when the requests started increasing, I realised that I had stumbled upon a potentially successful business idea,” he said.
Goldy’s soon became a brand name that started drawing repeat customers from across Pune and Pimpri Chinchwad to the small shop operated out of Old Sanghvi.
Traditionally, Indian perfumery has been captured by a few families who have handed it over through generations. With patented fragrance, these are more into the concentrated oils, which are sold as Ittar. Ovhal said Ittar has its loyal customer base, but international perfumes have a different set of standards.
“It requires a different kind of fragrance to capture the international market. I was able to crack this by a long series of experiments,” he said. The winning formula, Ovhal said, involved mixing various kinds of oils, which both tantalize as well as help relive memories.
“Indians have developed a very refined taste for perfumes, and the market is growing. There is space for both exclusive and general perfumes,” he said. Ovhal said his creations can compete with some of the best lines in the international markets, but at much affordable prices.
Ovhal’s business got a major boost when Jason Averill, a second-generation business and supply chain consultant, decided to partner with him. The partnership saw Ovhal launch Rzler perfumes by Goldy. The first store was opened in 2024 on JM Road, with 10 shops in the pipeline for April 2026.
The Nashik outlet has already been inaugurated, while work for Ahmedabad is almost over. Ovhal said plans are afoot to go international with shops in Dubai, Abu Dhabi, Paris, and London.
Priced between Rs 650 and Rs 3,000, the perfumes have their unique fragrance, which has helped Ovhal to gain a loyal base. At present, Ovhal has the capacity to produce 10,000 pieces per day.
“Perfumes are meant to ignite memories; thus, with my creation, I try to help recreate some memories through smell; that is the secret of my success,” he said.
