House Of EM5

House Of EM5

Added on April 13, 2026

Shashank Chourey's background is in digital marketing and cybersecurity, not perfumery. That unconventional route is actually the point: he looked at the Indian fragrance market as a systems problem rather than a prestige one. International luxury brands were charging 20–30x their production cost for the label. Local options below ₹500 couldn't match quality. The gap at ₹500–₹1,500 was almost entirely unoccupied.

EM5 fills it with a catalogue of 150+ SKUs: EDP perfumes, solid perfumes (the format they're best known for), body mists, roll-ons, scented candles, beard balms & reed diffusers. The scent names, Aghori, Chambal, Bhairav, Sundarbans lean into bold Indian identity rather than French aspiration. The solid perfumes at ₹400–₹600 are the entry point and genuinely long-lasting for the price.

What backs up the hype: a 54% 30-day repeat rate (their own claim, but the brand has been profitable since day one, which is rare in D2C fragrance). The Shark Tank Season 4 deal with Aman Gupta for ₹1 crore, followed by Suryakumar Yadav investing, added momentum. A viral Instagram campaign with SKY clocked 24.5 million views. Revenue crossed ₹20 crore in FY25. 65% of orders come directly from their website.

Honest note: with 150+ SKUs, range quality varies. The hero fragrances are the most consistent; the newer extensions are still finding their footing. Buy 2–3 samples before committing to a full bottle.

Best for: fragrance lovers who've been priced out of the premium end and want something that performs, not just smells expensive.

— D2C Bazaar

About this brand— in their own words

House Of EM5, is a Startup Perfume/Fragrance Product Brand started in August 2022, within past 1 year we have grown a lot, 50x+ from where we started.