Kolkata, October 27th, 2025 : In a remarkable new collaboration, Decoy Perfumes, one
of India’s fastest-growing homegrown fragrance brands has announced its
partnership with Reliance Smart Bazaar. This tie-up marks Decoy’s
official entry into the offline retail segment through Reliance’s Shop-in-Shop
(SIS) model, beginning with the first phase launch across 8 to 10
Smart Bazaar stores in East India.
The partnership was inaugurated with much enthusiasm
at the launch of Decoy’s exclusive store at Lake Mall, Kolkata,
attended by Mr. Raj Banerjee, Business Head – East, Reliance Retail, Mr.
Amit Rungta, Zonal Head, Reliance Retail, Ms. Falaque Rashid Roy,
actor and CMO of Decoy Perfumes, and Mr. Abhirup Roy, Founder &
CEO of Decoy Perfumes.
Speaking at the event, Mr. Raj Banerjee
shared, “We find significant value in associating with Decoy, a brand
that has been rapidly growing and making a mark in the Indian perfume market.
Reliance has always stood by emerging Indian startups that show promise and
innovation, and Decoy is a perfect example of that commitment.”
The collaboration aligns perfectly with Reliance
Smart Bazaar’s vision of enhancing customer experience by bringing premium
yet affordable brands into its retail ecosystem. The SIS model will allow
shoppers to experience Decoy’s diverse collection of fragrances first-hand,
blending luxury and accessibility seamlessly.
On this milestone, Mr. Abhirup Roy,
Founder & CEO of Decoy Perfumes, expressed his excitement: “We are
thrilled to partner with Reliance Retail and enter the physical retail space
for the first time. This association will allow us to reach millions of new
customers and strengthen our brand’s presence beyond digital platforms.”
Decoy Perfumes, though a relatively young brand, has
already made a strong mark across leading e-commerce and quick-commerce
platforms like Amazon, Flipkart, Myntra, Blinkit, Jiomart, and its own
Shopify store. The brand has become synonymous with “affordable luxury”,
focusing on long-lasting, premium-quality fragrances priced under ₹1,000 — a
category witnessing surging consumer interest in India.
With guaranteed 15%–20% perfume oil
concentration, Decoy ensures a superior and long-lasting fragrance
experience, setting a new benchmark in the mass-premium perfume category. This
high concentration of fragrance oil—significantly higher than many
competitors—has been one of the major reasons behind Decoy’s fast-growing
customer base and loyalty.
Since its inception, Decoy has demonstrated remarkable
performance, boasting a repeat purchase rate exceeding 33%
within less than a year of launch — a rare feat in the fragrance industry. This
number underscores the brand’s strong customer retention and satisfaction
metrics, proving that quality and value can indeed go hand in hand.
The Indian perfume market itself is on a strong
trajectory, growing at a CAGR of 16%–18% till 2032, driven by
evolving consumer tastes, higher disposable incomes, and increased awareness of
personal grooming. Decoy’s strategy of offering premium-quality
fragrances at accessible prices, positions it perfectly to tap into this
high-growth segment.
Looking ahead, Decoy Perfumes are building a brand
that defines the next era of its category, fuelled by continuous innovation,
expansion into modern trade and general trade networks, and collaborations like
this one with Reliance Retail.
The collaboration between Reliance Smart Bazaar and
Decoy Perfumes is not merely a retail expansion — it represents a strategic
synergy between a retail giant and an emerging Indian fragrance powerhouse.
It underscores the growing appetite for homegrown brands that blends
international standards with Indian sensibilities.
As Reliance Retail continues to diversify its
offerings and support promising Indian startups, Decoy Perfumes stands as a
shining example of how innovation, quality, and affordability can
redefine a market. With this new venture, Decoy is set to bring its unique
brand of luxury to more consumers across India — one fragrance at a time.
