The air is redolent with exotic itra (the traditional natural perfume), organic essential oils, synthetic perfumes, incense sticks, and even scented havan ingredients.
As you enter the Dilli Haat at Pitampura, you step into the world of itra and fragrances. Possibly first-of-its-kind fair, the Sugandhi Mela, organised by Delhi Tourism was inaugurated on Friday.
The fragrance festival has been organised in technical collaboration with “Fragrance & Flavour Development Centre (FFDC) Kannauj, ministry of micro, small & medium enterprises with an aim to highlight the rich heritage of India in the field of natural perfumes and essential oils.
Veer Singh Dhingan, area MLA and OP Mishra, general manager, Delhi Tourism inaugurated the event. Apart from the stalls selling their fragrant wares, the fair also showcases live demonstration of rose water/essential rose oil distillation and the art & craft of making agarbatti.
“We like our house to have nice fragrance. So when we saw the advertisement today (Friday), we came here to buy all kinds of itra, incense sticks and also dhoop,” said Jaya and Jeet Singh, residents of Model Town.
The festival will continue till Sunday and will have lectures and presentations on aromatherapy, a quiz contest on itra/fragrance, and cultural programmes every evening.
The Itra & Sugandhi Mela offers an interesting mix of awareness generation, cultural programmes and demonstration and sale of traditional fragrances.
There are around 40 stalls with opportunities for both trade and retail business.