From Farm to Fragrance: Reviving the Regional Identity of Kannauj through Perfume Tourism

Summary Kannauj, a historic town in Uttar Pradesh, India, has long been a center of horticulture-based perfume production traditionally known as attar making in India. Its geographical advantages support cultivating fragrant crops like damask rose, jasmine, vetiver, and marigold. These natural resources have sustained its centuries-old perfumery tradition, making it a key supplier of attars and essential oils to global fragrance houses. However, the industry faces serious challenges, including climate change-induced impact on flower yield and fragrance quality fluctuations, rising production costs, and declining farm productivity. Additionally, shifting consumer preferences toward alcohol-based synthetic perfumes have weakened demand for traditional attars. While many distilleries have shut down, a new generation of legacy entrepreneurs are working to revive Kannauj’s regional identity by integrating agritourism with perfumery. This innovative micro-niche, perfume tourism, weaves together flower farmlands, heritage distilleries, and the town’s historical significance through experiential storytelling. It creates an experiencescape (experience + scape) that immerses visitors in fragrance production, offering education and interactive engagement while ensuring a sustainable model that supports farmers and artisans. Recognizing this initiative’s impact, the government plans to support it through new schemes, international perfume fairs, collaborations with research institutions, and developing structured tourism circuits. These measures aim to strengthen Kannauj’s revival further, ensuring its horticulture-based perfume industry remains globally relevant while preserving its artisanal heritage. Information © The Authors 2026