Fragrance house

Eze

Eze is an India-built direct-to-consumer fragrance brand created for everyday wear and self-expression. Founded by Kanishka Jain, it was developed around accessible fragrance made with Indian ingredients and formulation expertise. Eze launched as Sawai Fragrances’ first consumer-facing perfume brand, extending a perfumery business whose heritage reaches back to Sawailal Jain’s 1965 hydro-distillation plant for natural attars in Kannauj. The brand sits within Incredible Indriya, the entity through which Eze was launched. Pushkar Jain, trained at ISIPCA Paris and rooted in Kannauj’s fragrance tradition, is identified as the perfumer involved in developing every Eze fragrance. Its creative identity connects individuality and youth-oriented self-expression with music and campaign storytelling, including the 2023 Pune launch event built around the “Wear Your Eze” anthem with rapper SlowCheeta. In May 2024, Eze was reported to be entering the U.S. market as part of an international expansion presenting Indian perfumery to global consumers.