Brand manifesto

India has never been simple. It is a land where empires crumbled and new worlds were born, where Sanskrit verses breathe the same air as rap cyphers, where haveli courtyards turn into rooftop bars serving craft gin. Here, ritual smoke drifts through temple air while neon lights blaze across a metro night. Chaos and poetry do not fight here, they live together. And that is the India Khet captures.

For too long, we polished ourselves for the outside world, wearing borrowed scents with borrowed names. But what about us? Where was the perfume that smelt like this land - layered, bold, rooted, savage? That question is why Khet exists.

Because modern India is unlike anywhere else. It doesn’t abandon the past rather mutates it. A rapper samples Kabir's doha over a trap beat. A trader bows in prayer at dawn and flips digital coins by noon. A teenager steals her mother’s kajal to paint graffiti across a wall in Marol. A family fights over raw mango sprinkled with chilli in May, while a stranger scrolls through shows on a crowded train in June. This is not East or West. Not old or new. It is all of it colliding, restless, alive.

And fragrance for us, is not a polite list of ingredients printed on glossy paper. It is memory. It is rebellion. It is desire. It is sweat, soil, skin, sin. It is sandalwood smoke curling with temple bells. It is the scent of snake charmers, the wild surge of a river, the intimacy of a stolen kiss on the last train home.

Khet is where heritage flirts with renaissance. Where myth slips into madness. Where intimacy dances with anarchy. Where every story bites but still carries the soil of this land.

We call it Savage yet Rooted.

Savage, because India has never been soft. Rooted, because it has always been proud.

Khet is for those who will not wear borrowed identities. For those who want a scent that feels like them unpredictable, layered, unashamed. For a generation fluent in contradictions: barefoot in rituals, sneakered in rebellion.

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Note from the founders

We are two people who care more about meaning and depth than aesthetics, who grew up with stories of the great Indian culture but couldn't find them anywhere on a shelf. We share something harder to name: a cultural rootedness that feels out of place in a market obsessed with looking like the West.

Here's what we saw: the Indian perfume industry is a graveyard of dupes. Knock-offs of knock-offs. Brands that treat scent like a commodity and culture like decoration. Meanwhile, India (home to some of the world's oldest fragrance traditions) has been reduced to cheap copies of what's already been done.
We're not interested in that game.

We started Khet because we believe great products start with great taste. We're building perfumes that don't shy for where they come from - rooted in real Indian stories, ingredients, and spirit.

We built something that’s savage yet rooted.

That's the standard we're holding ourselves to.

Madhav & Arhum
Co‑Founders | Khet

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