In a world where fragrances are often reduced to trends and quick impressions, Ms. Ishita Misra, Co-Founder and Creative Director of Fonzie Folksy, approaches perfumery as a deeply personal and artistic pursuit. Trained at the prestigious Grasse Institute of Perfumery and guided by an instinctive connection to scent, Ishita belongs to a new generation of Indian perfumers redefining how fragrance is created, understood, and experienced.
With a background rooted equally in art and olfaction, she views perfume much like a painting layered, emotional, and driven by storytelling. Her work reflects a desire to bring greater complexity, nuance, and narrative depth to the Indian fragrance landscape, bridging global craftsmanship with an intimate, human touch.
In this conversation, Ishita opens up about her journey from blending perfumes at home to building Fonzie Folksy, the inspirations behind her creations, the discipline and patience required in perfumery, and why scent, for her, is one of the most powerful forms of art and emotional connection.
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When did you first realise that fragrances were more than just a hobby that they could become your life’s craft?
I always had a deep passion for perfumes, but the turning point came when I started creating my own blends at home. As I dived deeper into perfumery, the calling kept getting stronger. I began achieving small milestones: simple, not-too-complex perfumes that people genuinely appreciated. That appreciation made me realise that I could share this craft with the world.
I paint well too, and people often tell me I should pursue painting professionally, but I never felt the same pull. Perfumery felt completely different – intense, consuming, like a voice from within. That’s when I knew this was my true path.
What gap did you notice in the Indian fragrance market that made you say: “This is where Fonzie Folksy belongs”?
When I began exploring fragrances deeply, I felt there was a lack of complexity and depth in many Indian offerings. This is just my opinion, but I felt Indian perfumes needed more nuance, more layers, more storytelling. Also, not many Indian consumers understand notes – top, middle and base and this creates a gap in appreciation and experimentation.
I had been exposed to niche perfumes early in life, through relatives coming from the US, so I knew what I was missing here. That pushed me to start researching, sourcing ingredients, and eventually enrolling in the GRASSE Institute of Perfumery. Being around master perfumers strengthened my belief that India needed more artisanal, complex creations and that’s where Fonzie Folksy fits.
Can you walk us through your fragrance creation process from inspiration to final formulation?
For me, a fragrance begins much like a painting it starts with a strong inspiration.
For example, when I created the Banaras painting, I felt a strong pull to visit the city. Since I couldn’t travel at the time, I chose to paint it instead to keep that energy alive. That emotional fire became the seed for the painting, and in a similar fashion, for every fragrance there is always an inspiration.
Once the inspiration is clear, I define 4–5 things the perfume must express. Then I start pulling notes and ingredients around that idea.
Sometimes a perfume needs just a few ingredients, sometimes 60 – 100. After that, it’s a long process: multiple batches, trials, two months of maturation, maceration with alcohol, adjustments, and more. A single creation can take months. Trial number 101 may finally be “the one”.
Are there any ingredients you are personally obsessed with right now?
Honestly, I’m like a child in a candy store everything excites me! Lately, I’ve been particularly drawn to orange blossom and lavender.
Many of these notes aren’t native to India, so they aren’t scents we necessarily grew up with.
While their cultivation here has only recently begun and the quality can still be quite variable and hence encountering the true, high-quality version of these ingredients is absolutely magical.
And of course, Indian sandalwood is something I deeply value. It’s one of the finest in the world and now incredibly rare too. But while I love many ingredients personally, I don’t let my personal favourites overpower the formula. The perfume is not only for me, it has to connect with many people.
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What was the most difficult fragrance you developed, and what made it challenging?
Evenfall was definitely the toughest among the four fragrances we have right now. I wanted to build a leather facet but not the harsh, rugged, tar-like leather. I wanted a smooth, warm, comforting, almost “wrap-around-you” leather.
Balancing saffron, cardamom, the leather accord, and other notes took a lot of time, trials, and patience. But I’m very happy with the result. Evenfall has a very distinctive energy and we call it “main character energy.” It’s unique and requires a certain mood to carry it.
How do you see the Indian perfume market evolving, especially with the rise of niche and artisanal brands?
India is at an interesting stage. People are now exploring and appreciating more complex fragrances, and niche brands are gaining recognition. Consumers are becoming more aware of notes, ingredients, and craftsmanship. This shift towards artisanal, story-driven perfumery is just a beginning, and I think it’s going to grow beautifully.
What are some misconceptions people have about starting a perfume brand?
One big misconception is that perfumery is easy just mix a few ingredients and you’re done. In reality, it takes years of training, thousands of ingredients, an understanding of chemistry, maturation, maceration, stability, and storytelling.
Your olfactory sense needs training too. Humans rely on sight more now, so our sense of smell isn’t naturally sharp. Perfumers learn to write stories from their noses, and customers read those stories through their noses. It’s a real craft.
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As a founder, how do you define success not just in sales, but in impact?
Success for me is when someone wears our perfume and feels joy, comfort, nostalgia, confidence – either or all.
If a fragrance becomes part of someone’s personal story or daily ritual, that emotional connection is real success. Sales matter, of course, but impact is when people feel understood and uplifted by what we create.
You speak Hindi, English, and Spanish fluently, how have languages influenced your world view and creativity?
Languages make you see the world differently. Each language carries its own rhythm, emotion, and culture.
I think that diversity of expression helps me think more fluidly as a creator whether I’m naming a perfume, imagining a story, or building a brand identity.
Do you think perfumery is a form of art? If yes, how do you see yourself as an artist?
Absolutely! Perfumery is pure art. When we create perfumes, we’re painting with invisible colours. We’re building emotions, moments, and memories through scent.
Just like I paint on canvas, I paint through notes and in perfumery, the story is read through the nose instead of the eyes. So yes, I see myself as an artist, just in a different medium.
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Where do you see Fonzie Folksy in the next 5 years India and globally?
We want to build a strong tribe of true “folks” who resonate with our artistic and fun approach to perfumery. Fonzie Folksy is not a mass brand; we want to stay contemporary, colourful, artisanal, and meaningful. In the next five years, I see us expanding thoughtfully across India and making our presence felt globally while keeping our storytelling, artistry, and community at the heart of everything.
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