Fragrance brand FIFTH SENSE has raised INR 6.3 crore (US$678K) in an early funding round led by OTP Ventures.
Other investors in this round include Sadev Ventures, ISV Capital, and well-known angel investors like Swiggy CEO Rohit Kapoor and StayVista co-founder Amit Damani.
The company will use this money to launch new products, grow its brand through content, and improve its supply chain and distribution.
“The beauty of fragrance, just like humans, is in its nuance. You cannot reduce it to a list of notes, ingredients and formulations. That’s why at Fifth Sense, we are reimagining fragrance discovery through identity-led storytelling that is far more intuitive, expressive, and relevant for today’s consumer. Our vision is to use FIFTH SENSE fragrances as a powerful medium of storytelling. That’s the reason we have crafted our scents based on ‘who you want to be today’ rather than purely going by what ingredients and formulations it consists of,” shares Bharat Gupta, CEO & Co-founder.
“We wanted to make fragrances relatable and uncomplicated. By building a brand rooted in realism, we want to create a community that can embrace the messiness of life and its imperfections. A space to interact for consumers like ourselves, without any pressure of being always perfect” says Prateek Gupta, Co-founder of the brand.
“There is an opportunity to create an aspirational youth focused fragrance brand in India. Prateek and Bharat bring a high degree of thoughtfulness to the product, crafting each fragrance from the ground up alongside independent perfumers from India. We particularly loved how the founders are curating every SKU like a main character having its own identity and back story. We’re excited to partner with them in their journey.” says Kunal Suri, Founder & Managing Partner, OTP Ventures.
Founded in 2026 by Bharat Gupta and Prateek Gupta, FIFTH SENSE, a premium fragrance brand based in Gurugram, is a direct-to-consumer (D2C) brand that aims to change India’s perfume market. It focuses on creating scents that match different emotions and are suitable for Indian weather. The company has launched four perfumes: The Boyfriend Shirt, The Chosen One, Still Here, and The Athlete In You.
These perfumes are made with the help of independent perfumers using ingredients sourced from around the world. They also have a high oil concentration of over 25%, which makes them long-lasting and well-suited for India’s climate.
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