Mumbai, April 23rd 2026 — Aurafest, the premium Indian lifestyle company founded by serial entrepreneur Sumit Govind Sharma and home décor specialist Manojkumar Sharma, held a formal launch event at Eve, Santacruz, Mumbai, to celebrate the debut of its two brands — Pranom and SOAM — and the wider availability of its prized incense stick collection across India.
The evening brought together media, lifestyle tastemakers, and creative community members in an immersive brand experience that placed Indian artisanship, fragrance, and heritage at its centre. The launch marks a significant milestone for Aurafest, which has already established a strong retail presence at ArtPort stores operated by India Retails & Hospitality Pvt. Ltd. (IRHPL) at major airports, including Delhi, Goa, Hyderabad, Chennai, Bangalore, and Cochin.
A Brand Built from Loss, Rooted in Beauty
Pranom, Aurafest’s flagship luxury brand, carries a deeply personal story. It is named in memory of two people — Prachi, daughter of Sumit Govind Sharma, and Mona, wife of Manojkumar Sharma. What began as a tribute has grown into a distinguished label offering premium handcrafted artefacts, luxury butterfly-inspired serveware, artisanal soaps, traditional collectables, and incense and wellness products — each piece a quiet nod to India’s finest craftsmanship.
The launch evening also featured the heartfelt unveiling of a curated art book comprising over 200 original artworks by Prachi — a celebration of a young life that left behind a remarkable creative legacy, and a father’s way of making sure the world remembers his daughter.
SOAM — Authentic Indian Wellness, Made Accessible
Buoyed by Pranom’s strong reception in the luxury segment, Aurafest has also launched SOAM — an accessible premium wellness and lifestyle brand that brings India’s spiritual and cultural heritage to contemporary homes at competitive price points. Derived from the Sanskrit word for ‘nectar’ or ‘divine essence,’ SOAM is designed for the modern Indian consumer seeking mindful, quality products rooted in authentic tradition.
Together, Pranom and SOAM anchor Aurafest’s dual-brand strategy — serving both the premium luxury market through exclusive airport retail, and the wider domestic audience through speciality stores, wellness boutiques, and e-commerce platforms.
India’s Finest Fragrances, Now in Your Home
The centrepiece of Aurafest’s consumer launch a premium line of incense sticks now available across India. Rooted in the country’s extraordinary fragrance geography, this collection moves from the sandalwood forests of Karnataka to the jasmine fields of Madurai, from the sage-covered ridgelines of Uttarakhand to the lavender highlands of Kashmir.
Each incense in the range is hand-crafted using natural ingredients sourced from the regions that have long been home to these fragrances. The current collection includes six signature varieties:
Sandalwood — Sourced from the celebrated forests of Karnataka, this is India’s most storied fragrance — smooth, warm, and grounding.
Jasmine — Drawn from the jasmine fields of Madurai, Tamil Nadu, this fragrance captures the fullness of India’s most beloved bloom at its evening peak.
White Sage — Inspired by wild sage from the cool, mist-covered slopes of Uttarakhand and Himachal Pradesh — crisp, earthy, and quietly purifying.
Champa – Rajnigandha — A deeply Indian confluence of champa and tuberose, evoking festival evenings, temple courtyards, and the richness of Bengal and Uttar Pradesh’s fragrant gardens.
Tulsi – Camphor — The fragrance of every Indian morning — herbaceous, clarifying, and rooted in centuries of domestic ritual across Uttar Pradesh and Bihar.
Lavender – Cedarwood — A meeting of Kashmir lavender and Himalayan deodar cedar — soft, floral, and deeply grounding; crafted for the wind-down hours of the evening.
All incense sticks are handcrafted from natural ingredients, with each fragrance tracing its origin to a specific Indian region and its centuries-old traditions.
“Pranom enabled us to establish a strong footprint in the premium luxury artisanal space. With SOAM, we are now reaching a wider audience—the mindful Indian consumer who wants quality craftsmanship and authentic heritage in their everyday life. The fragrance collection is where most people will first encounter what Aurafest stands for, and we’ve poured everything into getting it right.”
— Sumit Govind Sharma, Founder Director, Aurafest
“The airport retail presence through ArtPort gave us tremendous confidence in how the world receives authentic Indian craft. Pranom and Soam are our invitation to bring that same quality and intention into Indian homes every single day.”
— Manojkumar Sharma, Founder Director, Aurafest
Availability
The incense collection is now available across India. The full Aurafest portfolio — including Pranom’s luxury artefacts and SOAM’s wellness range — is available at ArtPort stores at Delhi, Goa, Hyderabad, Chennai, Bangalore, and Cochin airports. For retail partnerships and bulk gifting enquiries, please contact the Aurafest team directly.
About Aurafest
Aurafest is a premium Indian lifestyle company that bridges traditional craftsmanship with contemporary consumer sensibility. Founded by serial entrepreneur Sumit Govind Sharma and home décor specialist Manojkumar Sharma, Aurafest operates two distinct brands: Pranom, a premium, artisanal luxury label, and SOAM, an accessible wellness and lifestyle brand. Both brands are committed to preserving India’s cultural heritage, supporting traditional artisans, and delivering authentic, natural products to modern consumers.
Do feel free to reach out if you need additional information, quotes, or would be interested in an interaction with Sumit Govind Sharma and Manojkumar Sharma, the Founders & Directors of Aurafest.
