Last week while discussing on our School Whatsapp group about some of the positives that have emerged out of this Covid crisis, one of my friends mentioned that the free time on hand due to lockdown had given him the opportunity to think whether so much of material things in the past was really out of habit, necessity or just being part of the rat race. This made me think and realise that what he was contemplating now during lockdown was exactly what I did a decade ago. But I didn’t just let my thoughts remain thoughts, and actually put them in action. It changed my life completely. With this Blog post I am sharing the changes I did in my life, post realisation that being part of the rat race was simply not worth it and that life was meant for living and enjoying and not just earning money.
I used to tour for business around 15-20 days in a month. Over the next 5 years, I slowly and consciously reduced this to 3-4 days per month. By then I had realised what most people and Corporates are realising today, post this COVID crisis, that business is possible with minimum travelling and working from home is not entirely impossible. In the subsequent years I reduced my travelling further and since last couple of years, I attend only the Seminars, Conferences and important workshops in my trade. All business is over phone, email and WhatsApp only. All this helped me to spend quality time with my family and it was quite noticeable, that they enjoyed it too. Most importantly I could derive the simple pleasures of life, like spending more quality time with my parents, staying in regular touch with my school/college friends, dropping and picking up my kids from school and tution classes, attending my Kids extra curricular events, regular household shopping with my wife and indulging in our weekly romantic Bullet ride to the picturesque Assolna and Betul villages, to purchase fresh fish. All of this was a welcome addition to my life , apart from the 1 or 2 yearly holidays we used to take earlier as well.
I increased my daily exercise routine, from 30 minutes to 60 minutes. This helped raise my fitness levels to put in more work hours and also allowed me to continue indulging in all the choicest food items, which being a foody, I really loved to eat. I also started visiting temples more frequently and attending the various festivals and Utsavs there. This helped me achieve extreme peace of mind and confidence that the Almighty is there to take care of my problems. .
I strongly believe that life is incomplete without hobbies. So I decided to pursue my hobbies, which had got lost somewhere on the road to my career. I had learned Tabla during school for 3 years, but could never take it forward. But singing has always been the closest to my heart and I always wanted to learn that. So I joined Hindustani classical Vocal Music classes at the age of 39. Initially it was tough, leaving my factory at 5.30 pm to attend classes at 6 pm, thrice a week, but I managed somehow. That is when I learnt the concept of work from home as I used to come home from my classes and then spend a couple of hours before dinner to catch up on the lost work hours. Been learning Hindustani Classical Singing for 10 years now. Feels nice to be a Businessman and still be able to go on stage and sing in front of a 500 plus Audience, with a live Music Band comprising Goa’s best Musicians. For that matter even the routine Riyaaz I do in my Car, while driving to work or the occasional humming I do in private, really helps me relax. You will agree that the overall experience of singing, even for that matter, in the Bathroom, is extremely invigorating and de-stressing. .
My desire to excel in singing came from my drive to take my Mom’s legacy forward. She is an exceptionally good, trained, Classical Singer, who has learnt Hindustani Classical Sangeet for 15 years and sung on All India Radio and even won Competitions on AIR. My father on the other hand is a damn good actor, but his acting career never took off beyond our Sanvorcatto ( that’s our local Wado) in our Cuncolim village of Goa. Well, but he surely inspired me to restart my acting hobby. Today I act regularly in dramas conducted during festivals at our Kuldaivat, Shree Ramnath temple in Ponda, Goa. The rehearsals are time consuming, but they are usually on weekends and most importantly they help me be in touch with my Acting friends. Believe me there is nothing greater than the feeling of putting on makeup and going on stage with the Lord’s idol in front of you. Most of the temple stages in Goa are set in front of the deity’s idol. The photographs and videos are a bonus and serve as long term memories.
I had joined Goa State Industries Association (GSIA), the apex body representing MSMEs in Goa some 16 years back, to try and solve the problems of our Cuncolim Industries. Over the past decade or so, as my business stabilised, I have increased my involvement with the Association and today I am the Hon. Secretary of this vibrant and dynamic Association. We have been actively involved in resolving the issues of the Goan MSMEs and are striving to create an Industry friendly climate in Goa, implementing Ease of Doing Business in the real sense of the term. Through GSIA, I have been actively involved with various government bodies like Goa State Regional Board of ‘’Employees State Insurance Corporation (ESIC)’’, Hospital Development Committee of the 250 bedded ESIC Hospital in Margao, Goa, which now serves as the COVID hospital and has helped save so many lives in this crisis. Also got the opportunity to be part of the Institute Management Committee (IMC) of the ‘’Industrial Training Institute’’ (ITI) at Cacora in Goa and the Board Member of “Goa Labour Welfare Board” and “Goa Minimum Wages Board”. Involvement with all these non profit organisations is indeed time consuming, but it surely helps develop your personality and helps you grow as a person. Plus you are now no longer sitting on the sidelines and cribbing and getting frustrated that government should do this and that and are actually facilitating the implementation of all the concepts, ideas and welfare measures that you actually feel are needed to change the system and the society at large. Yes its a difficult task, but with efforts and perseverance, it is certainly doable.
Overall I would say that the fact that I have left the Rat race long back has enhanced my creativity and has helped me focus and develop the most wonderful fragrance products which form part of our Brand Susegad – The Fragrance of Goa. Just yesterday one of my friends reminded me of the age old saying by Ralph Waldo Emerson, ‘’Life is not all about the destination, its about the journey’’. So ‘’Keep Smelling, Keep Smiling’’ and Lets spread ‘’Wellness Through Fragrant Living’’.
Hi friends the outbreak of the Novel Corona Virus world over and the extent of damage it is causing as I write this Blog post has inspired me to focus my post on this most pertinent subject in today’s context. Life has become so uncertain that we never know when we might contract some serious ailment. However if we follow a disciplined lifestyle, don’t smoke, don’t drink( or drink occasionally), eat healthier, drink lots of water, exercise regularly and follow the twin therapies Fragrance therapy and Aromatherapy, we can go a long way towards tackling the health related uncertainties of our life and making our lives stress free, and SUSEGAD, even in the face of severe ailments.
The use of essential oils for therapeutic, hygienic and religious purposes goes back to a number of ancient civilizations including the Egyptians, Greeks, Chinese, Indians and Romans. These oils were used regularly in cosmetics, perfumes and medicines. Distilled essential oils have been employed as medicines since the invention of distillation in the eleventh century.
Before we proceed further, let us first understand the difference between Aroma therapy and Fragrance Therapy. Aromatherapy is the treatment or prevention of disease by use of Natural Essential Oils. Other stated uses include pain and anxiety reduction, enhancement of energy and short-term memory, facilitating relaxation, hair loss prevention, and reduction of eczema-induced itching. Fragrance therapy on the other hand is the art and science of using fragrances for therapeutic use. The Fragrances are specifically designed to stimulate the smell receptors in the nose. These receptors then send messages to the emotional seat of the brain which rules over feelings, memory, behaviour and creativity. Naturally, the brain craves for the scents that elicit a positive mind-body experience such as relaxation, optimism and vitality. Aromatherapy is the more expensive option and involves the direct pharmacological effects of the essential oils. Undiluted essential oils suitable for aromatherapy are termed ‘therapeutic grade’, but there are no established and agreed standards for this category. So to avoid controversy, we at “Susegad-The Fragrance of Goa” haven’t got into the certifying aspects of our Natural Essential Oils and are presently offering them for Industrial applications and/or Fragrance therapy applications only. Our main focus area of research and business continues to be Fragrance Therapy. Compared to Aroma therapy, Fragrance therapy is a relatively cheaper option and involves the use of Perfumes, Attars, Air Fresheners, Fragrance Oils, Fragrance Vapourisers, Fragrance Candles and other Fragrance products, which create the necessary impact with their respective fragrances. Fragrance therapy actively involves the use of Natural Essential oils and all our Fragrance products contain their fair share of these key Natural ingredients.
Let us now evaluate some of these key Natural Essential oils and in what way they can be used to facilitate Wellness.
I have covered only a few Natural Essential Oils and their benefits. In addition to these, there are quite a few more which are regularly being used as ingredients in our products and have their own importance. It is quite obvious that Fragrance products manufactured by using Natural Essential oils are bound to have a significant impact on the Wellness of the Users. Though it is difficult to quantify the exact benefits, the overall experience in itself gives a clear understanding to the user as to what difference these products have made in his/her life. Today in this testing period of lock down, my family continues to be reasonably insulated against the negativity spread all around due to Corona Virus. We continue to exude positive thoughts and feelings, are sincerely appreciating the quality time we have been able to spend with one another due to the crisis and are trying to make the most out of it. This is the basic foundation of the Concept of “Susegad”. On the long term basis the concept of “Susegad” and the use of such scientifically designed Fragrance products, is bound to improve the overall Immunity of the Users and support the body in its fight against dangerous and life threatening Viruses like Corona Virus and many other ailments. So welcome to the World of Susegad. “Keep Smelling, Keep Smiling”
In my previous Blog posts I have covered the WHY?(https://susegadfragrances.com/2019/08/11/why-should-i-wear-a-fragrance/) and HOW?(https://susegadfragrances.com/2019/07/27/how-to-choose-a-fragrance/) aspects of Fragrances. So the next most relevant question for the layman would be WHERE? Wearing a fragrance is easy, a little Spray here and there and you’re done. But wearing a fragrance well requires a little more knowledge, skill and finesse. The correct placement of the Fragrance (Perfume/ Attar) depends entirely on the environment in which it’s worn, the accompanying outfit and the nuances of the skin of the user. Following a few simple Rules can set you towards the right olfactory course.
Do not use a Moisturizer/Lotion/Baby Oil before wearing a Fragrance: There is a belief among some users that Perfume should be used along with a Moisturiser/Lotion/Baby oil, to increase longevity of the Fragrance. Frankly speaking I believe this is a marketing gimmick adopted by Lotion manufacturers and/or some Perfume manufacturers, to further their interests. Susegad Perfumes do not require the support of Body lotions to facilitate longevity. The higher concentration of our Fragrance products (as elaborated in detail in my earlier Blog post “ How to choose a Fragrance”) is enough to ensure that. On the contrary the use of lotions prior to the application of Fragrances might have a negative impact on the properties and functions of both, the lotion as well as the Fragrance. The alcohol in the fragrance might damage the cream and stop it from being as effective. If the cream/lotion is scented(even the so called unscented lotions have a kind of a mild smell to them) it will surely conflict with the olfactory profile of the Fragrance and you wouldn’t be able to enjoy the various notes. Moreover the cream/lotion might leave behind a sticky/oily feeling which might make some of you uncomfortable. So use the Moisturizers only if your skin needs it or if advised by your dermatologist, as Susegad Fragrances certainly do not need them for longevity or any other benefit. The correct method would be to Spray Perfume/Apply Attar Fragrance on dry skin, preferably right after a shower. Your skin and pores are clean after taking bath and they can easily hold the perfume molecules in the pores. This also helps the perfume to be evaporated at a slow yet steady pace. Moreover, since you have cleaned your skin properly, it will also help you in enjoying the true fragrance of the perfume you are wearing.
Apply the Fragrance on the Pulse points: In case of Susegad Perfumes, hold the spray nozzle 5-6 inches from your skin and then spray. Spray on the Pulse points, the inner wrists, base of the throat near the collar bone, behind ear lobes, inner elbows and behind the knees(only in case you plan to wear a skirt or Shorts.). The “pulse points” are locations on the body where the blood vessels are closest to the skin. These spots emanate heat, which can help fragrance to diffuse from your skin into the air and leave behind a trail of scintillating fragrance. It’s the same principle used by our Fragrance oil diffusers. In case of Susegad Attars only a tiny dab or two on the Pulse points as indicated above, is sufficient. They are strong enough, so a dab or two is enough to last for more than 12 hours. Always remember, A Fragrance should be discovered, not announced. People should feel like coming closer to smell the perfume and not be overpowered by it.
Just Spray, don’t Rub: Most users have an almost subconscious application habit, spraying/applying the fragrance on the wrists and then pressing or rubbing them together before reaching for the neck. This is actually a strict No-No! The friction created by rubbing, heats up the skin and produces natural enzymes that change the course of the scent. The top and middle notes will be the most impacted in such a case. There is also a fair possibility that the rubbing might break the molecular bond, and make the Scent weaker. To preserve the integrity of your fragrance and also ensure that it lasts longer on your skin, spray/dab both wrists lightly, let the liquid sink in, and then do absolutely nothing at all. Let the fragrance sit on the skin and absorb on its own.
Don’t spray and walk: Spraying a fragrance in the air and walking through the mist is a very needless and expensive affair. A fair amount of the fragrance drops straight to the floor, or diffuses into the ambience, so it is not a very economical thing to do. This method of application is only advisable if you are planning to apply the Fragrance on the clothes and specifically with White or very light coloured outfits. Though Susegad Fragrances do not contain any ingredients which might stain the fabric, this application method with white attire completely eliminates the possibility of temporary stains from the Natural essential oil ingredients, present in the Fragrances.
Don’t cover up the Fragrance with your clothing: Never cover up the Fragrance with your clothing, instead target areas exposed to the air. That is also another reason why I have suggested the application on the pulse points, as mentioned above. The only exception however, would be in case of intensely hot weather. In such a case it would be best not to apply the scent directly on the body. As you sweat, the natural oils of the skin might destroy your fragrance faster. So It would make sense to apply the fragrance on your Apparel.
Perfuming the Hair: Misting the hair with fragrance is a great way to leave a gentle scent in your wake, as you move through your day. Those who you choose to get closer to you, will also be rewarded with a fuller scent. But alcohol contained in the Perfume can also dry out your strands. So the best and safest option would be to spray perfume on your hair brush and/or comb, and then comb your hair with that. Perfume tends to last longer in your hair and your hair will smell amazing always. Also for hair application, make sure you choose a mild fragrance like Calm Water Man or Calm Water Woman. Too much or too strong a fragrance is overpowering and can cause headache to you or some people around you.
I believe this post would have given you a fair idea as to “Where to wear your Fragrance”. The decision whether to apply on the Body or attire will always be as per the preference of the consumer. We as manufacturers can never be sure of the environment in which the Fragrance is going to be worn or for that matter the Body type and Skin nuances of the individual users, so we prefer to market Susegad Fragrances as “Apparel Perfumes” and “Fabric Attars” as a matter of abundant caution. The difference between applying the Fragrance correctly and incorrectly is dramatic and can change the course of how your day/evening goes. Luckily, the steps to correctly apply perfume are easy and simple. Coco Chanel once said that a woman should apply perfume in those areas where she would like to be kissed. So I guess that kind of sums up the gist of this Post. “So keep Smelling, Keep Smiling.”
Hello Friends, truly honoured with your wonderful response to my Blog, through your personal emails, Facebook comments, Whatsapp messages etc. Some of you have even taken time out to subscribe to my Blog. This has encouraged me to write regularly on my subject and spread our message of “WELLNESS THROUGH FRAGRANT LIVING”. Accordingly I have taken the decision to Blog on a monthly basis. Looking forward to your continued love and support.
Now that we have understood “How to choose a Fragrance”, (https://susegadfragrances.com/blog/), let us understand the need for wearing one. Perfumes and Attars are popular today because not only do they help you fight body odour, but also boost your morale and confidence. However, there are several other benefits associated with Fragrances that will help us get a better understanding of why we should wear them.
1. Eliminates Body odour:
Well, this is the most obvious reason. Perfumes and Attars have been historically used primarily for their fragrance. They help keep unwanted body odour at bay and ensure that you smell good throughout the day.
2. Creates and Uplifts Mood :
One of the main benefits of wearing a Fragrance is that it enhances the mood. You can wear a fragrance that reflects your mood and projects it better. Susegad Fragrance products also contain specially selected natural Ingredients which help uplift your mood. Whether you feel Calm and relaxed, Cheerful or Romantic, we have a Fragrance for every mood.
|1.||CALM AND RELAXED|| CALM WATER |
CALM WATER MAN
|DIVINE BLUE LADY||KEWDA, FANTASIA|
|3.||ROMANTIC AND SPICY||MILLION DREAMS, GOLDEN MAGNET,||REAL ROSE, JANNAT UL FIRDAUS, KESAR CHANDAN|
|4.||CONFIDENT AND SPORTY||INVINCIBLE DUDE||FITRAT E HIND|
|5.||MISCHIEVOUS||TROPICAL TWIST||MUKHALLAT E AMEER, |
|6.||SEDUCTIVE||ALPHA MALE, SWEET POISON||CHAMELI, EGYPTIAN MUSK, NATURAL OUDH|
A good perfume can boost your confidence and ensure that you get through the day without feeling conscious about your body odour. A dash of fragrance can work wonders on your personality. Always try to choose the fragrance which according to you best suits your personality.
4. Makes you attractive:
One of the things we really care about is how people see us. Our success sometimes depends on how others perceive us, in our careers, relationships, social status and most importantly in our physical appearance. We are always concerned about how attractive we might appear to others. Just like when you put on nice clothes or shoes, wearing fragrances can simply make you more attractive. Depending on the smell, perfumes have the power to make you perceived as more masculine, feminine, sophisticated, or sexy. Some perfumes function like a natural aphrodisiac. They contain pheromones, which have aphrodisiac properties. It explains why you get attracted to someone because of their perfume
One of the unexpected and surprising therapeutic effects of wearing a perfume is that it can help you cure that nagging headache and can also help you sleep better at night. Some Perfumes contain certain Natural essential oils, like Eucalyptus, Peppermint, Chamomile, Lavender and Rosemary, which help you relax and clear your nagging headaches. Pleasant smells reduce the risk of nightmares.
We create different version of ourselves when we wear different scents. It helps us build our character to be synced in with everything else about us. There is a wonderful old proverb: ‘With one breath of her perfume, I forfeit my kingdom. With a second, I forfeit my soul.’ When you first see someone you’re attracted to, you instantly feel that magical tinge of excitement. As you get closer, you breathe in a little of their perfume, and their olfactory tattoo is imprinted on your psyche. When you smell a desirable fragrance on someone, the hormone balance in your body is stimulated and you subconsciously become attracted to them. So be sure to smell good. People are instantly attracted to those who smell pleasant. Smelling good can do wonders to your self-esteem. When you know that you are smelling great, you tend to hesitate less in front of others. Smell is one of our strongest senses and influences the brain in the best manner. So, the next time you wear a Fragrance, remember that it’s not just making you smell good but feel better too. Moreover without uttering a word, you let people know more about who you are with a nice simple waft as you pass by.
The biggest dilemma faced by us while buying a Fragrance is “What type of Fragrance should we buy?” Choosing a Fragrance can be quite confusing for the uninitiated. For eg. many think that cologne is for men and perfume is for women, but these terms merely refer to the concentration of the Perfume Oil(Perfumery Compound) in the Fragrance. Fragrance concentration refers to the strength that a fragrance has. Fragrances with a higher concentration contain more perfume oils and less alcohol. This Blog post is to help the Buyer understand the different types of fragrances based on their Perfume oil concentrations and what applications they are best suited for. This should help them select the fragrance that is best suited for their needs.
Eau Fraiche – At the bottom end of the spectrum as far as concentration is concerned, is Eau Fraiche, which in-fact means Fresh water. It is the most diluted version of a Fragrance, usually with 1 – 2% of Perfume Oil in alcohol and water. This lasts for less than an hour.
Eau de Cologne(EDC) – This usually contains about 3-4% Perfume Oil dissolved in alcohol and water. It is refreshing in hot weather as it contains more alcohol, which evaporates fast and gives a cooling effect. However it doesn’t last long, around 1 – 2 hours max. It tends to be marketed in large sizes of up to 200 ml and is often applied by spray.
Eau de Toilette(EDT). It usually contains around 5-10% Perfume Oil. EDT focuses more on the Top Notes i.e. the first scent released by a Fragrance. Once again like in case of EDC, since the alcohol percentage is quite high, EDT is refreshing when it is applied but evaporates and fades away quite quickly. Usual retention time is 3-4 hours.
Eau de Parfum(EDP). After the top notes have died away, the middle notes or heart notes of a perfume become noticeable. This is the concept of EDP. The concentration of Perfume oils in EDP is around 10-15%, so the retention time is relatively higher around 4-5 hours, which gives the user a chance to smell the heart notes. The disadvantage is that the Base notes are still missed out, so the true impact of the Fragrance cannot be experienced.
Perfume: Also called perfume extract, this is and will remain the most beautiful form of Fragrance as the whole symphony of top, heart and base notes is released over a period of time. This is due to the high concentration of Perfume oils, average 20-25%, in the Fragrance. It lasts for an average of 8-10 hours, which makes it perfect to spray on skin/clothing. (Be careful with white fabric though, as they may stain.) The true nature of any Fragrance is revealed only after a couple of hours on the skin/fabric. In-fact Perfumes smell different on different users, depending on the skin type. It is this “Perfume” segment that we have targeted with our Brand “Susegad-The Fragrance of Goa”. We have launched 9 International class Fragrances in Perfumes, which help relieve stress and anxiety, uplift mood and facilitate wellness through fragrance therapy.
We believe that for our concept of Fragrance Therapy (check out our previous Blog post for details on Fragrance therapy) to work effectively, the fragrance one wears must last for a minimum of 8 hours. This is only possible in Perfumes. Also since we manufacture a significant number of the ingredients in house in our Goa factory and since we have strategically decided to avoid major advertising and promotional expenses, we can price the usually expensive Perfume, so as to be easily affordable to the common man. Often in Perfumes, what you end up paying for is the marketing cost and the image associated with a brand and not necessarily the cost of ingredients comprising the scent.
Attars: At the other end of the spectrum to Eau Fraiche are Attars. These are pure Perfume Oils(Perfumery Compounds) without additives like water or alcohol, which are usually added to complete the physical makeup of perfumes. Traditionally Attars were made with flowers, wood, roots of plants and tree particles and their base was mostly Sandalwood oil. However in present times due to various regulations that restrict the availability of some critical natural raw material like Sandalwood, Agarwood and Musk, it is extremely difficult and expensive to blend attars with 100% natural ingredients. That is done only in case of certain astronomically priced Niche Perfumes. Most modern day Perfumers use a combination of natural and synthetic ingredients, to blend the Attar Fragrances. Over the years with modern analytical equipments, this Art has been perfected to such an extent that most of the traditional Attar fragrances can now been recreated in this manner, so as to be affordable to the common man. Attars usually last for 12 hours and are sold in very small sizes usually 6ml, 8ml or 10 ml. Once again it is this segment which “Susegad-The Fragrance of Goa” has targeted. We have launched 12 Attar fragrances which are exotic blends of Natural and Synthetic ingredients which relieve stress and facilitate wellness through fragrance therapy.
When looking to buy a fragrance, spray some on your wrist or inner elbow and wear it for a few minutes before taking a call. Scientific studies suggest that an individual can select the perfume that works best with his natural body odour. Don’t let others choose for you, instead let them reinforce your judgment. Remember in the case of fragrances, strong isn’t necessarily better than mild, it ultimately depends on the fragrance. So “Keep smelling, Keep smiling.”
STRESS simply defined is a 6 letter word that truly freaks all of us out. It is a normal psychological and physical reaction to the ever-increasing demands of life. It is a feeling of emotional or physical tension and can come from any event or thought that makes you feel nervous, angry or frustrated. Most Indians experience major challenges with stress at some point during the year and relatively minor challenges all year round.
Stress may be due to a hectic and stressful job/business, a chaotic home life, involving very little time for the family, pressures of expenses and taxes and bad habits such as unhealthy eating, drinking, smoking and late nights. All such mundane things can lead to a mountain of stress.
Our brain is equipped with an alarm system for our protection. When it perceives a threat, it signals our body to release a burst of hormones to fuel our capacity for a response. Once the threat is gone, our body is meant to return to a normal relaxed state. However the nonstop stress of modern day life means that the alarm system rarely shuts off. That’s why stress management becomes most important. Stress management gives us a range of tools to reset our alarm system. Without stress management, our body will always remain on high alert. Over time, high levels of stress lead to serious health issues. So don’t wait until stress has a negative impact on your health, relationships or quality of life. Start practicing a range of stress management techniques today.
All the above Stress management Techniques work much more effectively when implemented along with Fragrance Therapy. Fragrance therapy is the art and science of using fragrances for therapeutic use. When you encounter a foul odour, maybe due to the passing of a garbage truck or after encountering a blocked drain or stale food, your face immediately gets contorted and your stress level goes up. On the other hand if you are walking in a flower garden, your face automatically breaks into a smile, and you tend to relax and forget your worries. Research has proven that good fragrance especially based on Natural Ingredients has a rejuvenating impact on the mind and body. Susegad Fragrance products contain a significant percentage of Natural aroma ingredients and Natural essential oils, which are manufactured in-house by us at our manufacturing facility at Cuncolim, Goa. Susegad products are specifically designed to stimulate the smell receptors in the nose. These receptors then send messages to the emotional seat of the brain which rules over feelings, memory, behaviour and creativity and creates a positive mind-body experience resulting in relaxation, optimism and vitality, facilitating Wellness. This is the concept of “Wellness through Fragrant living”, which we believe is Wellness in the true sense of the word. The goal is to make people Stress free, relaxed and happy. Try to inculcate our Fragrance Therapy along with the stress management techniques suggested by me and gradually over the course of a year or two, you will find that you have changed a lot of things in your life…..for the better of course. Your life will probably never be stress-free. In fact we should never aim at that, even if it is possible, because stress, when managed well, is something that challenges us and helps us grow.
From the time I recollect during my school days, I always wanted to be an Engineer. I didn’t even know then what Engineering meant, or for that matter what the various streams were, but “Banna hai to Banna Hai”. Thankfully somewhere during my Engineering, maturity and focus finally set in and I started pursuing what Corporate lingo terms as “Career goals”. By then I had realised that I was not cut out to be an Engineer and was just going through the motions. My basic nature and personality was well suited for marketing, so I decided that consumer marketing field is where I belonged. On finishing my Polymer Engineering, from MIT, Pune, I got selected as a Technical Sales officer in Asian Paints India Ltd, in their Industrial Paints division. My aim was to try to move to their Domestic Paints division. After working there for 3 years, I realized that the career shift would be difficult without a formal Education in Management. So I left my well paying job in a Blue Chip Company to pursue my MBA, which I did from University Department of Management Sciences, Pune. For value addition, I also did a 1 year Diploma in International Business(DIB), from Symbiosis Institute of Foreign Trade and 2 certificate courses in French from Alliance Francaise. I then joined Ashima Ltd, a Ahmedabad based textile group, as Area Manager, Mumbai. I was responsible for launching their Ready to Stitch wear and Readymade garment brands in Mumbai. My job profile included Brand Management, Distribution Retailer Network setting up, Channel management, Promotion, Advertising, etc. My career dream was realised, and I felt I was moving along my destined path. But we never know what destiny has in store for us. After retirement, Dad had started Crescent in 1994. It took some 4 years to commence production but by 1999, we were on the verge of being Shut down. Our family prestige was at stake, and dad’s health was suffering due to the stress. So I decided to shift to Goa, and help him sort out the mess.
The State Investment Subsidy(25% of the total project cost), promised by the Government for setting up our unit in backward area location, was delayed by 8 long years, as a result the cost of the project substantially exceeded the budgeted project costs, which in turn delayed the commissioning of the factory. We could finally commence commercial production only in February 1998. This gestation period of 4 years proved too costly for the company as the entire market scenario changed between the conception and implementation of the project. Liberalisation of economy made imports readily available at competitive prices. All our Raw Materials were from outside Goa and there was hardly any market for our Fragrance Ingredients in Goa, so our freight costs were too high. Power and other infrastructure at Cuncolim were downright pathetic. To add to our woes, there were no proper systems in place in the company and there was also an acute shortage in Goa, of qualified technical personnel for our trade. Our loans were contracted at an exorbitant interest,19.42% to be precise, which due to penal interest costs were working out at a ridiculous 26% on Principal. By 1999, the factory was on the verge of being taken over by our financers Economic Development Corporation(EDC) Limited, as we had completely defaulted on our Principal instalments and interest payments.
Fate brought me to Goa, made me an entrepreneur and dumped General Management and Industrial marketing in my lap. But I never let go of my focus of being in the Consumer Marketing field. When I entered this line, I was genuinely surprised that there was no Goan Company manufacturing its own Brand of Fragrance products. More than a century ago, Louis Pasteur said, “Chance favours the prepared mind.” I strongly believe that sudden flashes of insight or inspiration don’t just happen – they are the products of meticulous preparation. Preparation, therefore, is the key to a successful and fulfilling career and life. I realised that we were into manufacturing of Fragrance Ingredients and knew that if I was able to turnaround my sick company, it would only be a matter of time before I get my “CHANCE” to get into forward integration and launch my own brand of Fragrance products. It is probably God’s will and my destiny, that I turned out to be an “Accidental Perfumer” and 20 years after the thought occurred to me, SUSEGAD – THE FRAGRANCE OF GOA, still had the proud privilege of being the first Fragrance Brand to be launched in Goa.
So if things don’t go as planned in your life, just keep on smelling our fragrance products to be “SUSEGAD” and continue to move towards your goals. Believe me, the net result will always be much better than the one you ever imagined. “ SO KEEP SMELLING, KEEP SMILING “
Smell is probably the strongest and most primal of all senses and has a surprising impact over cognition, emotion and behaviour. Fragrance therapy is the art and science of using fragrances for therapeutic use. The Fragrances are specifically designed to stimulate the smell receptors in the nose. These receptors then send messages to the emotional seat of the brain which rules over feelings, memory , behaviour and creativity . Naturally, the brain craves for the scents that elicit a positive mind-body experience such as relaxation, optimism and vitality.
Research is increasingly showing that smells impact almost everything, from dreams, emotions, stress, pain, concentration, memory and romance. In fact Research has proved that each scent creates a unique mood. While a whiff of lavender releases feel-good hormones and makes us happier, the scent of roses lowers blood pressure and a hint of eucalyptus improves alertness. Pleasant smells could reduce the risk of nightmares. In-fact floral fragrances like Lavender and Rose sprayed around the bedroom before sleeping result in positive dreams and sound sleep, according to a new research.
According to Clinical trials conducted at Maryland University, there is now scientific evidence to suggest that Fragrance therapy with lavender may slow the activity of the nervous system, improve sleep quality, promote relaxation, and lift mood in people suffering from sleep disorders and alleviate post-operative pain. A study at Tubingen University in Germany shows that vanilla fragrance has a calming effect, while a Thailand study showed the smell from roses reduces both breathing rate and blood pressure.
Peppermint, Spearmint and Basil(Tulsi) have all been found to relieve stress. The use of Lemon fragrance during factory lunch/tea breaks in some companies has been shown to improve post-break production. Athletes who sniffed peppermint ran faster and had better concentration than those who didn’t, while children performed better at tests, when exposed to sandal fragrance which is proven to improve mental clarity.
To most people, a smell isn’t just a fragrance — it’s a memory. When you get a whiff of Sheera or Kheer, you may remember the times your Mom used to prepare these dishes in her kitchen. When you smell fresh flowers, you maybe instantly rocketed back to your first crush, first date, first dance or some such romantic moment you may have experienced.
These nostalgic ties aren’t just a coincidence — there’s science behind why we cherish these aromas. Our olfactory response is directly linked to the emotional seat of the brain causing a flood of warm and fuzzy feelings with a simple sniff. Unlike touch or taste, scents are directly correlated with past experiences. That is the power of Fragrance Therapy.
With our Brand SUSEGAD-THE FRAGRANCE OF GOA, we have tried to harness this Power of Fragrance Therapy. Our SUSEGAD range of Fragrance Products, which includes Air Freshners, Perfumes, Attars, Fragrance Oils for Diffusers, Fragrance Diffusers, Fragrance Candles and Gifting ideas in Fragrance products, encourages the fragrant blending of your lifestyle with the traditional Goan way of SUSEGAD living, relieving stress. The blissful scent of Susegad Fragrances simultaneously stimulates and relaxes the mind and body, soothing and calming the spirit, while energising the soul and balancing all emotions. The ultimate goal is to achieve Wellness and make people Stress free, relaxed and happy.