Itra & Sugandhi Mela, organised by Rashi Entertainment for the Delhi Government and the Delhi Tourism and Transportation Development Corporation (DTTDC), recently brought vibrant energy to Delhi. This grand festival, celebrating the timeless art of natural perfumery, took place from 28th to 30th March 2025 at the iconic Sunder Nursery, South Delhi, drawing massive crowds from across the city and beyond.
The unwavering support of Rekha Gupta, Chief Minister, Delhi and Kapil Mishra, Tourism Minister, Delhi was a defining force at the event, reinforcing its cultural significance in the city’s vibrant landscape. Their endorsement, along with the dedicated efforts of DTTDC officials, was instrumental in ensuring the festival’s grand success.
Supported by key industry associations, including the Essential Oil Association of India (EOAI), Fragrance and Flavour Association of India (FAFAI), All India Agarbatti Manufacturers Association (AIAMA), Sugandh Vyapar Sangh, Delhi, and Attars & Perfumers Association, Kannauj, the festival provided a dynamic platform for showcasing India’s traditional and modern perfumery.
Throughout the event, attendees explored itra and perfume stalls, discovering a diverse range of natural fragrances and delicious foods. The festival featured 40 unique stalls, each showcasing an exquisite collection of itra (natural perfumes), handcrafted by master artisans from different corners of India. Each stall offered visitors a unique olfactory journey, filled with rare and exotic fragrances rooted in India’s rich cultural heritage. The event not only celebrated the art of perfumery but also highlighted the craftsmanship behind eco-friendly, sustainable products that have stood the test of time.
The celebrations were further elevated by soul-stirring Sufi performances, which resonated through the serene grounds of Sunder Nursery. The lineup included Jyoti Nooran on 28th March, Sabri Brothers on 29th March, and Sadho Band, followed by the soulful melodies of Indira Naik on 30th March.
Speaking about the event, Rajeev Jain, Founder & Director, Rashi Entertainment, said, “The Itra & Sugandhi Mela was more than just an event; it was a celebration of India’s fragrant legacy, its rich heritage, and the vibrant spirit of our artisans. We are proud to execute this event, where culture, tradition, and art came together in the heart of Delhi.”
The Itra & Sugandhi Mela was not just an exhibition of fragrances—it was a celebration of history, culture, and the enduring magic of India’s natural scents, leaving an unforgettable mark on all who attended.
