If someone had asked me years ago whether I would start a fragrance brand, I probably would have said no. It wasn’t something I had planned or imagined for myself. Looking back now, it feels less like a decision and more like a journey that slowly unfolded through moments, experiences, and curiosity.
Fragrance has always fascinated me. I noticed early on how certain scents had the ability to transport me somewhere else — a place, a memory, or a feeling I hadn’t thought about in years. A single scent could suddenly bring back a moment with remarkable clarity.
That realization stayed with me. I began wondering why scent has such a powerful connection to memory. How could something invisible evoke emotions so instantly and so deeply?
With a background in business and experience in media, branding, and advertising, I had spent years thinking about how stories and emotions connect people to brands. But fragrance felt different. It was more personal.
This curiosity eventually led me to explore perfumery more seriously. I completed an online course in perfume manufacturing and attended hands-on workshops to understand how fragrances are created. The more I learned, the more I realized that scent could become a powerful form of storytelling.
Not through words or visuals, but through feeling.
Somewhere along that journey, the idea for Amranto began to take shape. I started imagining fragrances inspired by moments — scents that could recreate memories or even become part of new ones.
That thought became the foundation for Amranto.
To me, fragrance is more than something we wear. It becomes part of our experiences — a quiet evening, a meaningful conversation, a night we never forget. Over time, those scents become tied to memories and timelines that stay with us.
Through Amranto, my hope is to create fragrances that allow people to reconnect with those moments — scents that feel personal, nostalgic, and meaningful.
Because sometimes, all it takes is a single scent to return to a moment you never want to forget.
May your memories always smell beautiful.
Warmly,
Monali Mehtaa
Founder, CEO
Written by: Monali Mehtaa
