Astha Suri Research by SuperAGI

Professional Role and Company Overview

Astha Suri is the Founder and Creative Director of NASO Profumi, an Indian artisanal luxury perfumery brand established in 2019 and launched officially in January 2020. The brand is recognized for reviving traditional Indian perfumery practices, specifically attar—an ancient form of perfume making dating back thousands of years—while positioning itself distinctly in the modern luxury fragrance market. NASO Profumi is noted for its genderless, bespoke fragrances that blend old-world nostalgia with contemporary aesthetics, targeting a youthful demographic and reshaping Indian luxury perfumery norms.

NASO operates in the high-end luxury segment, offering handcrafted perfumes that evoke authenticity and cultural heritage while appealing to modern consumers. The brand has been featured in prestigious publications such as Vogue India and The Established, highlighting its innovative approach to Indian scents and its trajectory in the luxury goods market.

Personal and Educational Background

Astha Suri comes from a family deeply embedded in the B2B fragrance industry; her family's business, PECO Perfumers, is a legacy industrial perfumery operation that spans over 75 years. Though connected to this traditional enterprise, Astha's role diverges by focusing on creating a consumer-facing, artisanal luxury brand that challenges established perfume market conventions in India.

Her education includes:

Bachelor's degree in Fashion/Apparel Design at Istituto Marangoni, London, completed between 2017 and 2018.

Honours in Interior Architecture from the University of the West of England, Bristol, UK.

She graduated from Pathways World School in 2014.

This multidisciplinary education in design and architecture informs her creative vision for NASO, contributing to the brand’s distinctive aesthetic and product development approach.

Industry Positioning and Achievements

Astha Suri embodies the emerging millennial/Gen Z entrepreneurial wave in Indian luxury goods, revitalizing a 60,000-year-old perfumery heritage and making it relevant and appealing to younger consumers. NASO Profumi stands out by breaking stereotypes associated with traditional Indian attar perfumes—which are often seen as old-fashioned or gendered—and instead introduces gender-neutral, premium fragrances with modern packaging and storytelling.

Her leadership has guided NASO towards the following strategic differentiators:

Creating bespoke, culture-rich scents rooted in Indian traditions but adapted for contemporary luxury markets.

Positioning NASO as a homegrown luxury brand that challenges multinational fragrance dominance in India.

Building a narrative that connects customers emotionally with the heritage of Indian perfumery, enhancing brand loyalty.

Successfully generating media interest and accolades across fashion, lifestyle, and beauty platforms, underscoring NASO’s impact on the Indian luxury segment.

Professional Interests and Future Insights

Astha's personal commitment to the craft is demonstrated by ongoing training as a perfumer, with her father serving as a mentor, underscoring a blend of legacy and innovation in her work. Her professional trajectory reflects a focus on innovation within artisanal luxury, brand storytelling, and product authenticity.

Given NASO’s market positioning and Astha’s education and heritage, the company is well-placed to expand within India's growing luxury consumer base, particularly among younger, design-conscious, and culturally motivated demographics who value craftsmanship and authenticity.

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