Guwahati: EZE Perfumes, fragrance brand with an established retail presence across India and international markets, has entered Northeast India with the launch of its outlet at City Center Mall on G.S. Road, Guwahati.

For Founder Kanishka Jain, the expansion also marks a personal homecoming, bringing her entrepreneurial journey back to the city she calls home.

Backed by over 75 years of perfumery expertise under the Sawai Fragrances group, EZE operates across markets including the USA, UAE and Colombia. Its Guwahati launch adds a new regional market to the brand’s growing footprint, bringing its fragrance portfolio and retail experience to consumers in the Northeast.

The move comes as EZE continues to build its presence in India's fragrance market through a combination of physical retail and online channels.

For Kanishka Jain, bringing the brand to Guwahati carries significance beyond business expansion. The launch connects her professional journey with her roots in Assam, making the city the starting point of EZE’s Northeast presence.

“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, and we look forward to sharing our world of fragrances with the people here,” said Kanishka Jain, Founder, EZE Perfumes.

The brand combines in-house manufacturing, formulation and bottling capabilities with contemporary design, offering fragrances developed for long-lasting performance. Its commitment to vegan and cruelty-free products also reflects its focus on evolving consumer preferences in the beauty and personal care segment.

Assamese actress Nishita Goswami attended the launch as the chief guest and shared her experience of the brand’s fragrances. She added, “I got the chance to try EZE Perfumes, and I absolutely loved the fragrances! They are beautiful, refreshing and have a distinct charm of their own. I’m delighted to be part of EZE Perfumes’ launch in Guwahati and wish the brand great success in this exciting new journey.”

With its entry into Guwahati, EZE is bringing its established fragrance portfolio to a new regional audience while adding a personal dimension to its expansion story. The launch marks the beginning of the brand’s presence in Northeast India, with Guwahati serving as its first point of entry into the region.