New age fragrance brand FIFTH SENSE has secured ₹6.3 crore in a pre-seed funding round led by OTP Ventures, with participation from Sadev Ventures, ISV Capital, and angel investors including Rohit Kapoor and Amit Damani.
The fresh capital will be used to expand its product portfolio, build the brand through storytelling-led content, and strengthen its supply chain and distribution network.
Founded by Bharat Gupta and Prateek Gupta, both alumni of IIM Kozhikode, FIFTH SENSE aims to create India’s first emotion-led fragrance ecosystem.
The brand is positioning fragrance as an extension of identity and self-expression, moving beyond conventional ingredient-led marketing.
Its debut collection includes four fragrances The Boyfriend Shirt, The Chosen One, Still Here, and The Athlete In You each designed around different emotional states and personal narratives.
The company says its fragrances are crafted with 25%+ oil concentration, using globally sourced ingredients formulated to perform well in Indian weather conditions.
Currently, FIFTH SENSE follows a digital first model and plans to expand across e-commerce and quick commerce channels in the coming months.
India’s fragrance market is witnessing rapid growth, especially among younger consumers seeking premium and expressive lifestyle brands.
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