An Indian house of fragrance & wellness
Established in 2021, Citifrag India Private Limited creates fragrance, wellness, beauty, cosmetics and herbal products designed to bring trust and calm into everyday life.
Rooted in tradition, made for today
Citifrag was founded on a simple belief — that fragrance can be a daily ritual of trust and relaxation. What began with incense and home fragrance has grown into a broader family of wellness, beauty, cosmetics and herbal products.
We honour the timeless role of fragrance in Indian life while embracing modern manufacturing, precise formulation and internationally recognised quality standards. Our trademarked Shrine Darbar Batti and a growing set of fragrance ranges reflect this blend of heritage and craft.
Mission, Vision & Values
Our Mission
To create high-quality fragrance, wellness and beauty products that enrich everyday life, inspire well-being, and build lasting trust — with care, integrity and consistent quality.
Our Vision
To build a trusted Indian brand in fragrance, wellness and beauty, bringing thoughtfully crafted products to markets worldwide while remaining rooted in tradition, authenticity and innovation.
Our Values — CIRCLE
Six principles that guide every decision we make.
Customer Centricity
We put our customers at the heart of what we do, creating products and experiences that deliver meaningful value.
Integrity
We act with honesty, transparency, accountability and respect in every relationship and decision.
Responsibility
We take ownership of our actions and strive to create positive value for our people, partners, communities and the environment.
Collaboration
We believe in the power of partnerships, teamwork, diverse perspectives and shared success.
Leadership
We lead with purpose, courage and a commitment to raising standards and creating lasting impact.
Excellence
We pursue excellence through continuous improvement, innovation, quality and disciplined execution.
Fragrance as a daily ritual of calm
We believe fragrance is more than scent — it is a way to slow down, feel present, and create moments of peace at home and within.
Rooted in Tradition
Our products honour Indian rituals and the timeless practice of fragrance in daily life.
Crafted with Care
Thoughtful formulation and attention to detail define every range we create.
Made to Relax
Each fragrance is designed to bring a quiet sense of trust, comfort and relaxation.
Built on certified quality
Citifrag in motion
A closer look at our craft, our fragrances and the story behind Citifrag.
Shrine Darbar Batti
Premium quality incense sticks from our flagship brand.
Grand Inauguration, Vizag
The launch of our Premium ‘S’ Series in Visakhapatnam.
Explore our brands & capabilities
See the ranges we craft and the manufacturing behind them, or reach out to start a conversation.