Guwahati, October 11, 2026: Indian fragrance brand EZE Perfumes has entered Northeast India with the opening of its first outlet in the region at City Center Mall on G.S. Road, Guwahati. The launch marks a new phase in the brand’s expansion and holds special significance for founder Kanishka Jain, who hails from Assam.
Backed by more than 75 years of perfumery expertise under the Sawai Fragrances group, EZE Perfumes has established a presence in India and international markets, including the United States, the United Arab Emirates and Colombia. The Guwahati outlet brings its fragrance collection and retail experience to consumers across the Northeast.
The brand has expanded its reach through physical stores and online platforms. Its products are available on its official website and e-commerce platforms such as Nykaa, Amazon, Flipkart and Myntra. EZE also has a nationwide retail network spanning more than 1,400 stores.
For Jain, the Guwahati launch represents more than a business milestone. It marks the return of her entrepreneurial journey to her hometown and establishes the city as the brand’s first entry point into Northeast India.
“We feel truly blessed to begin EZE’s Northeast journey right here in Guwahati, my hometown. Bringing the brand to Assam makes this milestone especially meaningful,” Jain said. She added that the company looked forward to introducing its fragrances to consumers in the region.
EZE combines in-house manufacturing, formulation and bottling capabilities with contemporary product design. The brand focuses on creating long-lasting fragrances and offers vegan and cruelty-free products to meet changing consumer preferences in the beauty and personal care market.
Assamese actress Nishita Goswami attended the launch as the chief guest. She expressed appreciation for the brand’s fragrance collection and wished the company success in its expansion into the region.
“I got the chance to try EZE Perfumes, and I absolutely loved the fragrances,” Goswami said, describing them as refreshing and distinctive.
The launch strengthens Guwahati’s retail offerings while introducing a new fragrance brand to the regional market. With the city serving as its gateway to Northeast India, EZE Perfumes aims to expand its presence and connect with consumers across the region.
