Diptyque / Le Labo
Luxury Incense Sticks
Diptyque / Le Labo
- Item
- Luxury Incense Sticks
- Retail
- ₹7,885≈ $95
- Spin
- "Apothecary scent"
Luxury brands like Diptyque and Le Labo have introduced incense sticks, marketing them with an 'apothecary scent' aesthetic. These products, which are essentially Indian agarbatti, are sold at a significant premium, often around $95 per box. This recontextualization detaches the product from its traditional Indian origins and the skilled artisans who hand-roll them, presenting it instead as a high-end, Western-curated home fragrance item, with no acknowledgment of its cultural heritage.
अगरबत्ती
Agarbatti
- Region
- India
- True Value
- ₹50/box≈ $0.60/box
- Category
- 03 · The Wellness Hijack
Agarbatti, or incense sticks, are an integral part of daily life and spiritual practices across India. Traditionally, these fragrant sticks are hand-rolled by artisans, often women, using a paste of natural ingredients like charcoal, wood powder, essential oils, and aromatic resins. They are burned during prayers, meditation, and to purify spaces, symbolizing offerings to deities and creating a serene atmosphere. This craft supports countless families and is deeply interwoven with cultural and religious rituals.
FX reference: 1 USD ≈ ₹83 — for comparison only
The Story
Luxury fragrance brands Diptyque and Le Labo began offering incense sticks, marketed as "apothecary scents," at a premium price point of $95 per box. These products, sold globally, presented a stark contrast to the traditional Indian incense, known for its affordability and cultural significance, raising questions about value and origin.
Agarbatti, or Indian incense, is a deeply rooted tradition across India, hand-rolled by skilled artisans, often women, in homes and small workshops. Made from a paste of charcoal, wood powder, essential oils, and aromatic resins, it is integral to daily rituals, prayers, and meditation, symbolizing purification and devotion. A single box typically retails for around ₹50 (less than a dollar), making it accessible to all.
The introduction of these high-priced incense sticks by Western luxury brands sparked discussions among cultural commentators and consumers. Critics highlighted the tenfold premium charged for a product fundamentally identical to traditional Indian agarbatti, arguing it was a clear case of cultural appropriation and commodification without proper acknowledgment or equitable compensation for the original craftspeople. The "apothecary scent" branding was seen as an attempt to rebrand a sacred, everyday item into an exclusive luxury commodity.
Hand-rolled Indian incense sold at a tenfold premium under European apothecary branding.
Reporting forthcoming