‘Traditional perfumery in India predates the written language’. Saad Siddiqu says “We derive perfumes from flowers and essential oils – zero synthetics - but in the last 10 years the demand has increased for cheaper alternatives.” He explains that manufacturers mix 75% pure oil with 25% synthetics, which, for some reason, doesn’t show up in lab tests. Can we preserve traditional perfume making in Kannauj? The solution lies in creating pressure groups to coerce policy change, “Just like pressure groups were created to ban single use plastics.” Beautifully written by @vasudha.rai and filmed by @ciellasfirri & @chrisehrmz This has been the most exciting story I’ve been able to work on for @vogueindia, many more to come!