In September 2010, an explosion of fragrant aromas perfumed Leena Labroo’s kitchen, as she delicately sculpted soy wax into elegant candles. This passion for handmade goods paired with Labroo’s mission towards sustainable alternatives in the home decor space, sparked the launch of Niana in 2011. Four years later, the same candles were being elaborately designed, crafted, packaged and labeled in a dedicated studio in Delhi, twice the size of the kitchen she began her journey in.

Nisheeta Labroo, a University of Pennsylvania graduate, joined her mother’s vision in 2015. At the age of 27, after working with ‘Accenture’ and ‘Save The Children’, Nisheeta made the decision of lending her entrepreneurial assets to the family business. “This simple venture began within the four walls of our home kitchen, and is now a product retailing out of 35 stores across the country. Being a part of its evolution has been nothing short of magical,” she says. So, with a combination of Leena’s artistry and Nisheeta’s marketing prowess, Niana has become a force to be reckoned with.

The key ingredient—soy—played a crucial role in making the brand stand out amidst a hoard of competitors. “Our point of differentiation has always been soy. We were one of the first to start a dialogue about the benefits of soy over paraffin—the former being the one that burns cleaner, without triggering allergies. This differentiation wasn’t paid attention to years ago, but today, is one of the main reasons customers approach us,” says Nisheeta. With the brand’s affiliation to eco-friendly values, and an increasingly conscious market, Niana saw a growth in demand for products and services. 

What kicked off as a range of soy candles has expanded to reed diffusers, room sprays and sachets. While basic scents storm the market in bulk, Niana focuses on offering a range of unique aromas such as honeysuckle-jasmine and grapefruit-mangosteen. Ingenious creations include ‘Smodor’, cleverly named after its properties of reducing smoke odours, leaving behind sweet-smelling traces of soy. The product’s range from `700 and above—price points that are justified by the product’s durability and expert craftsmanship.

Over the years, the brand has maintained a fine balance between sustaining a simplistic brand ideology, while experimenting with ever-changing trends. “Niana’s ability to remain relevant is attributed to our team’s undying urge to innovate, create and find solutions. Working closely with pioneers in the field of fragrance, allows us to bring enriching experiences. An exclusive access to perfumers gives us insight into the latest trends and customer preferences, that in turn, leads us to create new fragrances that appeal to a wide selection of people,” she says. Niana’s Fine Fragrance home collection was one such project, that was developed in a collaborative effort between Niana and Givaudan, the world’s leading fragrance and flavour company.

With utmost confidence in their craft, the brand now provides an opportunity to co-create, via their very own bespoke services. “This venture allows our customers to personalize their product down to the very last detail—from fragrance, to packaging. Providing bespoke services is a step towards amalgamating our expertise with our clients’ preferences, in terms of aesthetics, budget and any other specifications,” she says. Some clients who have benefi ted from Niana’s private labelling services are Kama Ayurveda, Vanaveda, Ananda Spa and Bombay Perfumery.

A soy wax base has moulded not only Niana’s heavenly product, but with it, a simple brand ideology—to provide imaginative and eco-friendly offerings in the home fragrance space. “By creating unexpected combinations—like elaichi and rose—we constantly work towards crafting something new, timeless and intoxicating,” says Nisheeta. Their experimentation leads to modern renderings of fragrances that are redolent of everything traditional, in the form of aromas that linger for hours. The finishing touch is tasteful packaging crafted from glass and reflective metals, giving each range a strong, yet distinctive visual identity.

Despite being an unexplored concept at the time of Niana’s conception, the Labroo’s brand has managed to find a loyal clientele, purely based on the label’s reputation for unparalleled quality. It has taken the duo eight years to build not only a brand, but also an authority on aroma—so much so, that today, Niana sells out of prime retail spaces like Moonriver in Delhi and AA Living in Mumbai, amongst others.