Italian luxury fashion house Prada has stirred conversation once again by launching an unconventional fragrance that draws inspiration from South Asian chai culture. The brand’s new Infusion de Santal Chai Eau de Parfum brings the comforting aroma of spiced tea into the world of high-end perfumery, carrying a premium price tag of approximately $190, equivalent to over Rs 53,000.
This latest release follows Prada’s previous controversial moment when the brand faced criticism over its expensive Kolhapuri-style sandals, which many felt appropriated traditional South Asian footwear and sold it at luxury prices. The chai-inspired perfume has reignited similar debates about cultural appreciation versus commercialization.
The fragrance reportedly blends notes of sandalwood with warm spices reminiscent of traditional masala chai, attempting to capture the essence of a beverage deeply rooted in South Asian daily life. For millions across Pakistan, India, and neighboring countries, chai represents comfort, hospitality, and everyday connection rather than exclusive luxury.
Reactions to Prada’s chai perfume have been mixed. Some fashion enthusiasts appreciate the creative fusion of cultural elements with haute perfume-making, viewing it as a tribute to chai’s global appeal. Others, however, question whether transforming humble cultural staples into expensive luxury items amounts to respectful homage or merely profitable repackaging.
The debate highlights broader conversations about cultural commodification in the fashion industry. While globalization encourages cross-cultural inspiration, critics argue that luxury brands often benefit from traditions without properly acknowledging their origins or giving back to the communities from which they draw inspiration. As Prada’s chai perfume reaches international markets, it remains to be seen whether consumers will embrace this fragrant interpretation of their beloved beverage.
