Special seasonal attars are here to give you summer freshness

That the soaring temperatures have something to do with attars flying off the shelves in the Old City might be something hard to believe.

Published: 30th April 2018 04:25 AM  |   Last Updated: 30th April 2018 04:25 AM   |  A+A-

A shop owner transferring fragrant attar to vials for sale in Old City | Express photo

Express News Service

HYDERABAD:That the soaring temperatures have something to do with attars flying off the shelves in the Old City might be something hard to believe. But, the fact that attars are specifically designed not only for people of various age groups but also for various seasons justifies its increased sale in and around the Old City.

Not many know that the summer-specific attars, when applied to the body, not only makes one smell nice but also cools down the body. Kashish, for instance, is one such summer-specific attar. Mohammed Ghouse, an attar shop owner near the Mecca Masjid, says, "The sale of Kashish, made specifically for summers, has gone up in the recent days. It is a natural perfume made from flowers. Firstly, it is buried in the ground for a few days. After taking it out, it is wrapped in white cloth and kept outside. We let it drench in dew for some days. After that, we squeeze out the extract, mix it with compounds to give it different fragrance - jasmine, rose, sunflower and so on. The process starts much ahead of summer's onset."

Mohammed Imran Khan, another attar shop owner near the Masjid, however prefers perfume made of khas, or what we commonly call vetiver, over Kashish. "Khas attars are so potent that if you apply it during winters, you are sure to get sick," Khan says.

Abdullah Jafer, co-owner of Shah Perfumes and Gems established in 1937, reiterates the same and says that most people, nowadays, are buying flower-based or khas perfumes, which have a cooling effect.

The sale, however, has not been the same for everyone in the industry which has a stiff competition from branded deodrants and sprays.

For Ramanlal (70), co-owner of the 78-year-old Purandas Motilal, the footfall on most of the days is low. Located in a bustling corner of the Gulzar Houz, Ramanlal has several anecdotes about perfumes. His grandfather had shifted from Gujarat in the late 1890s and set up a perfume shop in Hyderabad. Apparently, he became so famous that he was selected as the official supplier to the Nizams in the 1920s.

Asked why despite the myriad benefits of attar, youngsters prefer deodrants and sprays, he sums its up in one simple line: "Mostly they want to show off."

And his statement holds water as a 2015 research paper called 'Reinventing a Traditional Green Product In the Contemporary Globalised World' by Dr Soma Sengupta and Dr Anjan Sen, reiterates the same. The paper, which studied the reasons behind why people don't generally use attars, ranks "Not considered as hip/smart to use products in comparison to renowned brands or perfumes" as the most commonly-cited reason. Ranked number two is: "Believes that the product is used by only people belonging to a certain community."

Stay up to date on all the latest Hyderabad news with The New Indian Express App. Download now
(Get the news that matters from New Indian Express on WhatsApp. Click this link and hit 'Click to Subscribe'. Follow the instructions after that.)
TAGS
attar

Comments

Disclaimer : We respect your thoughts and views! But we need to be judicious while moderating your comments. All the comments will be moderated by the newindianexpress.com editorial. Abstain from posting comments that are obscene, defamatory or inflammatory, and do not indulge in personal attacks. Try to avoid outside hyperlinks inside the comment. Help us delete comments that do not follow these guidelines.

The views expressed in comments published on newindianexpress.com are those of the comment writers alone. They do not represent the views or opinions of newindianexpress.com or its staff, nor do they represent the views or opinions of The New Indian Express Group, or any entity of, or affiliated with, The New Indian Express Group. newindianexpress.com reserves the right to take any or all comments down at any time.

flipboard facebook twitter whatsapp