Ustraa
Indian men's grooming and fragrance.
Ustraa was founded in 2015 by Rajat Tuli and Rahul Anand as a men's grooming brand targeting the Indian market before being acquired by VLCC, the Indian wellness and beauty conglomerate. The brand built its early reputation on beard care products during the peak of Indian men's grooming awareness, then extended naturally into fragrances that match the confident, contemporary masculine identity it promotes. Fragrances such as Love Wiskey and Wood & Spice position the house at the more aspirational end of the mass tier — reasonably complex compositions priced to compete with international mass brands available in Indian pharmacies and online. Ustraa's marketing leans heavily on humour and direct communication with Indian men, deliberately avoiding the European luxury clichés that still dominate competitor advertising. Their digital-first approach drives strong repeat purchase rates from urban Indian consumers aged twenty to thirty-five. The house represents a new generation of domestically owned Indian grooming brands competing effectively against established multinational players.
No accords yet.
Releases
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
