Luxury fashion house Prada has entered new territory with the launch of a perfume inspired by chai, a drink deeply rooted in South Asian daily life and culture. The fragrance, called Infusion de Santal Chai Eau de Parfum, is priced at $190, which converts to more than Rs. 53,000, transforming a familiar household experience into a high-end luxury product.
According to the brand, the perfume draws inspiration from the warm, comforting aroma of chai, blending creamy sandalwood notes with spicy and milky undertones that are meant to evoke the essence of the traditional beverage. By reimagining chai as a refined scent, Prada aims to translate a sensory ritual enjoyed across South Asia into an exclusive fragrance experience for a global audience.
The launch has quickly gained attention on social media, where it has sparked mixed reactions. Some users have praised the concept, calling it creative and innovative, and appreciating how cultural elements are being interpreted in new artistic forms. Others, however, have questioned the idea of placing a luxury price tag on something that is widely accessible and deeply ingrained in everyday life for millions of people.
Critics argue that turning a common cultural staple into a costly luxury item highlights broader debates around commercialization and cultural appropriation, while supporters see it as an example of how global brands draw inspiration from diverse traditions. The discussion reflects contrasting views on how cultural symbols are represented, valued, and marketed in the global fashion and beauty industry.
Despite the debate, the fragrance has succeeded in generating buzz and attention, positioning chai not just as a comforting drink but as a source of inspiration within the world of high-end perfumery.