Rajiv ShethCEO & Creative Director of AllGoodScents Published On: Monday, November 07, 2016 Views 5932


"Do your best & forget the rest!"

If someone asks about a globally known Indian fragrance, hardly any name comes to mind. This fact pinched like a thorn in the side to Rajiv Sheth, which finally inspired him to launch India’s first exclusive online perfume brand All Good Scents (a venture of Just Scents Pvt. Ltd.).

Having done his post-graduation at ISIPCA (one of world’s most renowned institution for perfumery science studies in Paris, France) and worked for many years in France with some of the best perfume makers, Rajiv returned to India to give India’s rich heritage of perfumery culture a global recognition.

Read on for Rajiv’s interview to YoSuccess to learn more about his passion for fragrances, and about his plans for his exclusive online startup – All Good Scents.

Please provide a brief overview of your product/ service.

We create international quality perfumes at affordable prices for women & men for daily usage. All our fragrances are made in France. We have Eau de Toilette, Eau de Parfum, after shaves & scented candles available in our store. Apart from selling products, we also believe in perfumery education & represent the French Perfumery Institution Cinquieme Sens in India.

What inspired you to build the above product/ service?

India has a very rich heritage of perfumery culture but we still don’t have a single globally recognized home grown fragrance brand. French perfumery has always fascinated me. Since early college days, I spend hours trying to find an institute where I could formally learn the art of perfumery. After 2 years of searching, I got to know about a school in France, called I.S.I.P.C.A. It is an exclusive school, which was founded in 1970 by Jean Jacques Guerlain, teaching perfumery, cosmetics and food flavoring. I did my post-graduation in perfumery from this school & stayed back in Paris for 16 years, working with some of the best ‘Noses’ of the world! Using world class perfumery knowledge, experience & adapting it to local preferences was my inspiration in returning back to India & launching All Good Scents.

What is your life mantra?

Do your best & forget the rest!

What was the most challenging part of your journey till now?

Changing peoples’ mindset. If we want to make in India & build global brands, having a non-compromising attitude for overall design, quality & service is non-negotiable. Getting partners to work with us, keeping this mantra at every step has been the most challenging part of the journey so far.

How did you overcome those challenges?

We launched the brand only on online distribution channels. This was a very bold step for a fragrance brand. We innovated the SCENTBOX concept for people to try samples at home before buying full-sized perfumes. We had to overcome the mind set of people who have never experienced a modern Indian fragrance brand & show them our expertise and build trust.

Share some details about the investments that you have been able to fetch for the business till now.

So far all kick-started; no outside investment yet.

According to you, what are the three qualities an individual must have to achieve success?

  • Passion
  • Perseverance
  • Agility

Which online tools/ services/ apps do you use the most and would like to recommend as well?

Google Analytics, Lynda.com, Evernote, Cleartrip & social media apps – Instagram, Twitter, LinkedIn & Facebook

Share any one habit which you think makes you more productive.

Regular yoga & meditation

Share any one habit which you wish to change in yourself.


Answer in less than 50 words

One tip to success:

The work of a perfumer requires a lot of patience. After numerous trials and errors a fragrance is created. This can take from 6 months to a year or sometimes more. Hence I believe keep trying until you find success. Don’t give up. When the going gets tough, let the tough get going.

One mistake you believe every individual must avoid:

Not having basic financial knowledge. Many areas of work don’t particularly require finance, but it surely helps, if not in your work in your personal life.

One most important lesson that you have learnt till now:

Give time for results to show! Don’t spend money at early stage on a lot of experimenting. Start-ups and new businesses take some time to start rolling. Preserve cash-flow.

What are your plans for next 3 years?

Grow the portfolio of our offering, go offline retail, increase our educational workshops & build creative laboratories.

If you get a chance to start your career again what would you do differently this time?

Nothing really! Prefer looking ahead always.

What are your top three getaway destinations?

  • Paris
  • Bali
  • New York

Share a quote that inspires you the most.

“Live & let live”

Inspiring Entrepreneurs

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