*A Step Towards Positioning Kannauj’s Perfume Legacy Alongside Grasse, France, the Perfume Capital of the World
*”Kannauj’s traditional perfume-making is a symbol of our cultural heritage” – Jaiveer Singh
TTT NEWS NETWORK
LUCKNOW | 15 JULY 2025
In a significant move to promote perfume tourism and establish Kannauj as a prominent destination on the global tourism map, the Uttar Pradesh Tourism Department today organized a special Familiarization Trip (FAM Trip) from Agra to Kannauj, involving a 30-member delegation.
The one-day FAM trip brought together key stakeholders from various sectors of the tourism industry, including leading tour and travel agents, representatives of renowned hotel chains, and social media influencers. Their participation aims to ensure that Kannauj is seamlessly integrated into mainstream travel itineraries, allowing domestic and international tourists to experience its unique fragrance heritage.
During the FAM trip, the delegation visited the Fragrance and Flavour Development Centre (FFDC) and various local perfume units in Kannauj. They witnessed the age-old distillation and perfume-making processes involving natural ingredients like rose, bela (Arabian jasmine), kewda, and others. The visitors also had the opportunity to try their hands at perfume-making, making it a memorable and sensory-rich experience.
The trip also included visits to key cultural and heritage sites, such as the Archaeological Museum of Kannauj, the historic 52 Khamba Makhdoom Jahanian Mosque, and the revered Gauri Shankar Baba Temple. These sites offered the delegation a deep insight into the spiritual, historical, and cultural richness of Kannauj.
Tourism Minister Jaiveer Singh remarked, “Our goal is to develop Kannauj as a world-renowned perfume destination on the lines of Grasse in France. The traditional craft of perfume-making is not just an industry but a living symbol of Uttar Pradesh’s cultural identity.”
He further emphasized that this initiative aims to extend the average stay duration of tourists visiting Agra. By developing Kannauj as a linked destination alongside Agra, Mathura, and Braj, the state envisions creating multi-dimensional travel circuits. This will allow tourists to explore the Taj Mahal while also immersing themselves in the rich culture, heritage, and fragrances of Uttar Pradesh.
The Minister reiterated that Kannauj’s perfume-making legacy has immense potential to be transformed into a full-fledged perfume tourism hub. “Through this, we aim to not only expand the tourism footprint but also generate new employment and marketing opportunities for local artisans, perfumers, and entrepreneurs,” he added.
A key objective behind organizing such FAM trips is to foster an inclusive tourism ecosystem where all stakeholders including tour operators, hoteliers, and digital influencers can equally participate and create a foundation for mutual benefit, ultimately strengthening the tourism landscape of the state.
The tour and travel operators who joined the trip are now set to develop specialized perfume-themed tour packages integrating Agra–Kannauj–Braj into a cohesive travel experience. This will allow visitors to enjoy diverse cultural, historic, and sensory elements within a single journey. Hotel and homestay representatives assessed the potential for enhancing local accommodation facilities to increase overnight stays, which would benefit both the tourist experience and local hospitality businesses. Meanwhile, social media influencers captured and shared the sights, sounds, and scents of Kannauj across their digital platforms, helping to promote the destination among young audiences and global travellers alike. Their efforts will help position Kannauj as a niche, experience-based tourism destination.
Through this FAM trip, UP Tourism is not only showcasing sites but also laying the foundation for long-term, collaborative tourism development driven by community engagement and stakeholder participation.
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