Actor and digital creator Bhuvan Bam has entered the premium personal care segment with the launch of Sarkar, a fragrance brand co-founded with Neel Gogia, Rohit Raj and Jag Chima.
Developed over nearly three years, the brand debuts with four unisex perfumes—Orion, Noble, Throne and Regal—positioning itself in India's affordable premium fragrance category.
Premium Positioning from Day One
Priced between Rs 1,000 and Rs 2,000, the fragrances are formulated in France and Spain and feature parfum-strength formulations with a 25% oil concentration, targeting consumers seeking longer-lasting scents. The collection is available through the brand's website, Amazon and Flipkart, reflecting an omnichannel strategy that combines direct-to-consumer sales with established online marketplaces.
Speaking on the launch, Bam said the brand was conceived as a long-term business rather than a short-lived celebrity venture. According to him, every aspect—from the brand identity to fragrance development—was shaped through patience, deliberate planning and attention to detail, with the objective of creating a brand that consumers connect with beyond the product itself.
A Creator's New Consumer Brand
The launch reflects a broader shift in India's creator economy, where digital personalities are increasingly moving beyond endorsements to build owned consumer brands with stronger equity and recurring revenue potential. Premium fragrances, meanwhile, continue to benefit from rising discretionary spending, growing grooming awareness and digital-first discovery.
The Last Word
The next wave of creator brands will be judged less by follower counts and more by product quality, brand consistency and their ability to sustain consumer loyalty long after the launch buzz fades.