How this fragrance expert is changing farmers’ lives
In a spontaneous display of olfactory artistry, Gaurav Mittal, an Indian “nose” or an expert who distinguishes aromas, created a custom fragrance for this writer. Forty minutes after our initial encounter at the hotel lobby, Mittal intuitively selected a blend of jasmine, patchouli, lemon and vetiver, forming an accord that he believed encapsulated my personality. His keen observation of subtle speech patterns and demeanor enabled him to rapidly translate these impressions into a unique olfactory composition.
“Typically, perfumes are complex compositions with 15 ingredients,” Mittal explained. “But this is a simpler accord, designed specifically for you. You seem to enjoy the sweet, floral notes of oriental perfumes.” Mittal was in town on business. In our interview, he shared the story of his rise from a one-room bungalow in Uttar Pradesh to becoming a leading figure in India’s aromatic industry.
Aroma mission
Growing up, he was immersed in the world of scents. His father, a civil engineer and farmer, would return home each day, his clothes carrying the fragrant essence of his work. Young Gaurav’s keen sense of smell allowed him to identify these aromas, often pinpointing them as mint or lemongrass.
Today, Mittal’s nose is a finely tuned instrument. He is the force behind Aromatic & Allied Chemicals (AAC) P. Limited, a family-owned enterprise that has grown into India’s largest producer and exporter of herbal oils, natural essential oils, herbal extracts, carrier oils and natural perfumes. AAC supplies some of the world’s most prominent manufacturers in the industry.
“We maintain complete control, from cultivation to production,” Mittal said.
AAC’s partnership with over 20,000 farmers across India has yielded impressive results, including multiple awards for product excellence and export achievements.
The company actively participates in the Aroma Mission, an initiative of Prime Minister Narendra Modi, in collaboration with a research and development organization and a medicinal and aromatic plants facility. This ambitious project seeks to elevate farmers’ incomes by integrating aromatic crop cultivation with traditional staples such as potato, sugarcane and wheat.
“India has harnessed my nose—my experience—and technology to cultivate a diverse range of aromatic crops,” Mittal said. “We’ve become a leading producer of lemongrass and peppermint, and we’re on track to dominate the patchouli market as well.”
Pandemic cure
Mittal extends this value proposition to Filipino farmers. Instead of solely cultivating such staple crops as rice, he suggests diversifying into high-value aromatic plants to boost income. Soil samples could be analyzed in India to identify suitable aromatic species for the local environment.
To facilitate this vision, Mittal recently established AAC Asia in partnership with the Turvill family.
While headquartered in Singapore, the company’s marketing and distribution operations are based in the Philippines.
Beyond essential oils, AAC has garnered recognition for its LaMonk Oxytherapy Roll-on, introduced in 2020. Formulated with pure, natural Ayurvedic extracts of camphor, thyme, carom plant, Indian sandalwood, rosemary, eucalyptus and oregano, this product has been a boon for viral infection patients.
“The roll-on significantly increased oxygen levels in COVID patients,” Mittal said. “It also offers relief from migraines, knee and back pain, and hair loss, among other ailments.”
Another promising product combines Roman chamomile, blue chamomile, and Indian sandalwood to potentially lower blood pressure and alleviate depression. Mittal’s personal favorite is a custom fragrance crafted from jasmine, tuberose, sandalwood and a unique blend of other oils.
Turning points
Mittal attributed his success to his late father, Brijesh Mittal. A pioneer in India’s essential oils industry, Brijesh visited government medicinal plant institutes and introduced jamarosa and mint cultivation to North India. He established steam distillation units in their village to extract essential oils and founded the AAC facility in Bareilly, Uttar Pradesh, in 1977.
Brijesh harbored ambitious aspirations for his son in the fragrance industry. Hence, Mittal pursued chemical engineering, followed by master’s degrees in food technology and business in India and the United Kingdom, respectively. Scholarships from France and India enabled him to study at ISIPCA, a renowned French institution for perfume, cosmetics and food flavor, and the International Federation of Essential Oils and Aromatics in the UK.
His career flourished at International Flavour and Fragrances and Givaudan, the world’s largest fragrance company, culminating in a role as creative fragrance manager at the latter. Mittal’s team collaborated on fragrances for renowned brands, earning royalties from their sales. Notably, he contributed to the creation of 1 Million, Paco Rabanne’s top-ranked scent celebrated for its enduring fragrance.
Mittal’s trajectory was interrupted by his father’s death in 2011. Overwhelmed by grief, he temporarily neglected the family business. A friend’s encouragement and a renewed passion for fragrance ignited his determination to revive the company. Mittal assumed the role of managing director, steering AAC toward a new chapter.
“It was my way of giving back,” Mittal reflected. “I witnessed my father’s struggles as a farmer while I enjoyed a lavish lifestyle in Paris, on the famed rue de la Paix.”
Building farmers’ trust
Upon returning to his roots, AAC built more distillation units and provided tractors to empower farmers. Essential oil extraction became a lucrative supplementary income, particularly during the monsoon season. “We export our products with substantial profit margins, which are reinvested into the farming communities,” he explained.
The pandemic catalyzed the creation of the AAC Helping Hands Foundation to address farmers’ needs. This NGO became the means for transitioning farmers to natural farming practices. “Building genuine relationships with farmers is essential for sustainable agriculture,” Mittal said. Instead of dole-outs, the foundation constructs schools, playgrounds and offers scholarships, medical care and community support.
In Kashmir, a unique approach proved effective. By assisting farmers with their daughters’ weddings, Mittal gained their trust. “We bought furniture for the newlyweds. If you give them basic needs, then they will listen to you,” he said. Kashmiri lavender, cultivated with the farmers’ cooperation, has demonstrated sleep-inducing properties.
Despite an option to resume his Parisian career as a perfumer, Mittal remains committed to his homeland. “I’ve chosen to serve my farmers and country,” he said.
