In the heart of Kannauj, a town synonymous with India’s rich fragrance heritage, a brand was born out of passion and purpose. Boond, founded by siblings Krati and Varun Tandon during the 2021 lockdowns, is more than just a perfumery—it is a movement to revive the ancient art of Indian perfume making. As a brand that stands for authenticity, sustainability, and artisanal craftsmanship, Boond is working tirelessly to bring back the lost essence of Kannauj’s perfumery while empowering local artisans.
The genesis of boond
The idea of Boond was conceived during a time of global uncertainty. With the pandemic at its peak, Krati and Varun found themselves confined to their hometown, Kannauj. This pause from their fast-paced city lives led them to rediscover the fragrances and perfumeries that had always been an intrinsic part of their town.
It was during this period of reflection that they realised the struggles of the local artisans and perfumeries—struggles that had been further exacerbated by the pandemic. The traditional craft of perfume making, a legacy that had flourished for centuries, was on the brink of fading away. Determined to do their bit, the siblings embarked on a journey to preserve and revive this art. What started as a passion project soon evolved into Boond, a brand deeply rooted in tradition and committed to uplifting the perfumery artisans of Kannauj.
Mission and vision
At its core, Boond is driven by a mission to bring Indian perfumery back to its rightful place on the global stage. The brand is dedicated to:
- Reviving the ancient art of perfume making by honouring traditional techniques and ensuring the purity of fragrances.
- Supporting artisans and local communities by providing sustainable employment and fair wages.
- Promoting sustainability through eco-conscious sourcing, chemical-free production, and plastic-free packaging.
The deg-bhapka method: An ancient craft revived
One of the most distinctive aspects of Boond’s fragrances is the meticulous process through which they are crafted. Boond employs the centuries-old Deg-Bhapka method, a slow distillation technique that ensures purity and authenticity.
The Process:
- Selection of Ingredients: Fresh flowers, herbs, and water are placed in a copper vessel known as a Deg.
- Sealing and Heating: The vessel is sealed with mud and placed over a wood fire.
- Distillation: The steam generated carries the essence of the flowers through a connecting pipe to a receiver, the Bhapka.
- Cooling and Collection: The Bhapka is cooled in water, condensing the fragrant steam into a potent, natural perfume oil.
This method results in pure, natural, and alcohol-free fragrances that are used in perfumes, candles, diffusers, and soaps. Unlike modern alcohol-based perfumes, these attars retain their depth and complexity without the addition of synthetic chemicals.
An artisan-led brand
Boond is a brand deeply committed to its artisans. Every element of a Boond fragrance box is thoughtfully designed to support local craftsmanship:
- Perfumery Artisans: Skilled artisans oversee the entire distillation process, ensuring quality and authenticity.
- Handmade Packaging: Packaging is crafted from recycled cotton scraps, screen-printed by artisans, and is completely plastic-free.
- Personal Touches: Each box includes a locally stitched pouch and a handwritten note or poem by school teachers, providing them with additional income.
Boond is more than a perfumery; it is a platform for social impact and artistic collaboration. Two key initiatives stand out in their commitment to community and creativity.
The boond artisan support fund
Launched on Boond’s second anniversary, this initiative aims to provide direct financial support to perfumery artisans and their families. In May 2023, the fund assisted deg-artisan Shivanthji in meeting the educational expenses of his three children. This initiative continues to expand, touching the lives of more artisans and their families.
Boond celebrates the intersection of fragrance and art through its collaborative art initiative. Artists from around the world interpret Boond’s fragrances, translating their emotions into visual masterpieces. Some notable collaborations include:
- Marigold Dancers by artist Srijan Jha, launched in April 2023.
- Sukoon, an interpretative artwork on the fragrance Maati, by graphic designer Manasi Mathur, unveiled in July 2023.
The people behind boond
Boond is the brainchild of two individuals who bring together expertise, passion, and a deep-rooted connection to their hometown.
Krati Tandon
An alumnus of the Indian School of Business (ISB), Krati has spent over a decade in the corporate world, excelling in leadership and problem-solving. Her love for poetry, screenwriting, and filmmaking infuses Boond with a unique creative vision. In her leisure time, she enjoys diving into books and films.
Varun Tandon
A National Award-winning writer-director, Varun balances his time between Mumbai and Kannauj. His short film Syaahi won a special jury award at the 2016 National Film Awards. Passionate about storytelling, art, and poetry, he brings a deep sensitivity to Boond’s ethos. In his downtime, he enjoys baking, music, and sports.
A legacy recognised: The GI tag
Boond’s commitment to authenticity has been recognised by the Government of India, which has conferred the Geographical Indicator (GI) Tag for authentic Kannauj Perfume. This prestigious recognition affirms the quality and heritage value of Boond’s fragrances, cementing its status as a guardian of traditional Indian perfumery.
As Boond continues to grow, it remains steadfast in its mission. The brand is not just about selling perfumes; it is about storytelling, preserving history, and creating a sustainable ecosystem for artisans. By bringing ancient Indian fragrances to the global stage, Boond is ensuring that the legacy of Kannauj’s perfumers is not just remembered but celebrated.
Through every bottle of fragrance, Boond carries with it the essence of tradition, the resilience of artisans, and the promise of a sustainable future. It is more than a brand—it is a movement, a celebration of India’s olfactory heritage, and a beacon of hope for the artisans of Kannauj.
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