Rajshree Upadhyaya | Business Remedies | India’s fragrance market has traditionally been dominated by expensive international brands, leaving many consumers unable to access premium scents. Entrepreneur Shashank Chourey set out to challenge that gap by launching House of EM5, a direct to consumer fragrance brand focused on making luxury style perfumes more affordable for Indian buyers. Established in 2022 and headquartered in Indore, Madhya Pradesh, the brand quickly began gaining attention for its expanding product range and strong online presence, eventually bringing it into the national spotlight through its appearance on the popular startup investment television show.
The journey of House of EM5 is closely tied to the unconventional path taken by its founder. Shashank Chourey grew up in Indore in a middle class family and developed a deep fascination for computers at a very young age. As a teenager, he began exploring cybersecurity and hacking, becoming largely self taught in technology. His curiosity and interest in entrepreneurship pushed him to start experimenting with businesses early in life. In 2009, he launched a digital services venture called India Infotech with just Rs. 5,000. The company eventually grew into a successful digital marketing and web services business generating several crores in annual revenue, giving Chourey his first real experience in building and scaling a company.
Despite working in the technology sector, Chourey had long been fascinated with fragrances. During his younger years, luxury perfumes were far beyond his financial reach, which sparked a curiosity about how fragrances were created and marketed. Over time, he began studying global perfume brands and noticed that many of them charged extremely high prices largely due to branding and marketing. This observation led him to believe that a premium fragrance experience could be delivered at far more accessible prices if the business was built differently. That idea eventually became the foundation for House of EM5.
When the company was launched in 2022, it positioned itself as an affordable luxury fragrance brand aimed primarily at younger consumers who wanted stylish and long lasting scents without paying luxury level prices. House of EM5 adopted a digital first approach, selling directly to customers through its website and online marketplaces. This strategy helped the brand reduce distribution costs and allowed it to reach customers across India quickly.
Over time, the company expanded its offerings beyond traditional perfumes to build a broader fragrance lifestyle portfolio. Today, House of EM5 sells a wide range of scented products including perfume sprays, solid perfumes, body mists, scented candles, roll ons, reed diffusers, perfumed creams, and beard balms. These products are designed for both men and women and aim to combine modern packaging, diverse fragrance profiles, and competitive pricing.
The startup witnessed significant growth within a short period of time. In the financial year 2022-23, House of EM5 generated approximately Rs. 1.69 crore in revenue while investing heavily in building the brand. The following year saw a dramatic rise in sales, with revenue increasing to around Rs. 8.35 crore as the brand gained popularity among online shoppers. By October of the 2024-25 financial year, the company had already recorded nearly Rs. 9.5 crore in revenue along with a profit of about Rs. 44 lakh, highlighting the strong demand for its fragrance products and the effectiveness of its direct to consumer model.
House of EM5 received nationwide attention when Shashank Chourey appeared on Shark Tank India to present the brand to investors. During the pitch, he sought an investment of Rs. 70 lakh for 2 percent equity, placing the company’s valuation at Rs. 35 crore. The discussion with the investors revolved around the fragrance industry, brand positioning, and the company’s growth potential. After negotiations, Aman Gupta offered Rs. 1 crore for 10 percent equity, valuing the company at Rs. 10 crore and giving the startup both capital and mentorship for its next phase of growth.
Following the appearance on the show, the brand gained greater visibility and continued expanding its digital presence and product lineup. The company primarily sells through online platforms and continues to focus on strengthening its direct to consumer business model. As of now, House of EM5 remains an active and operational company in India. With its focus on accessible luxury fragrances and a growing catalog of scented products, the brand represents a new generation of digital first Indian startups that are reshaping how consumers discover and experience premium perfumes.
