Phool is a direct-to-consumer (D2C) wellness brand that has achieved significant recognition by obtaining the Fair for Life Fairtrade and Ecocert Organic Natural certifications. Specializing in luxury fragrances, Phool offers a range of products including incense cones, essential oils, and other aromatic items. These products are crafted from honest ingredients and are of Indian origin, making them suitable for global markets.

Phool operates in the home fragrance market, which is valued at $3.2 billion. The company aims to transform the traditional incense category into a more experiential lifestyle segment. By focusing on superior product experience and long-lasting fragrances, Phool differentiates itself from the usual charcoal-based variants available in the market.

The business model is primarily D2C, allowing Phool to maintain control over the customer experience and product quality. Revenue is generated through the sale of its certified organic and fair-trade products directly to consumers via its website. The company serves a diverse clientele ranging from individual consumers seeking high-quality home fragrances to wellness enthusiasts looking for organic and fair-trade certified products.

Phool's market strategy includes leveraging its certifications and the superior quality of its products to attract a global customer base. The company also focuses on customer satisfaction, as evidenced by positive reviews highlighting the pleasant and long-lasting fragrances of its products.

Keywords: luxury, wellness, fragrance, incense, essential oils, organic, fair-trade, D2C, experiential, Indian origin.