Green Business
Prof Jyoti Marwah has been an active researcher with more than 50 research papers combining research on traditional Indian perfumery with written documentation and films for SAARC Colombo, University Grant's Commission of India, Journalism Students from Berkley University, California USA, Vogue India, Indian National Trust for Art and Cultural Heritage (INTAACH) and several other institutions. Dr Marwah has retired as Principal and Head, Deptt of History, University of Mumbai. Dr Marwah is now creating a legacy by establishing HIMSURABHI: The Himalayan Plant Science Living Museum in Mussoorie Uttarakhand India. At present she is also Director of Mussoorie Fragrance and Flavours Institute and High Altitude Wellness Centre with Medicinal and Aromatic Plants both being units of Dr Om Prakash Duggal Charitable Trust, Mussoorie, Uttarakhand
Q: What are the latest community upliftment efforts taken on by you?
Aerosols have become a health and environmental hazard. Lately the dangerous trend of ‘chroming’ is a serious concern wherein the young are inhaling the aerosol in deodorants for a transient high, which in turn has become the cause of cardiac arrest in children in their early teens, as was the recent case of a thirteen-year-old football player Esra Haynes in Australia. So, our key area of work is with children wherein we are focusing on their health not just by food intake and ingestion of healthy food items but by protecting them from harmful deodorants and aerosols that transfer hazardous synthetic fragrances, Phthalates and microplastics. We are making them our brand ambassadors to start using a safe oil-on-oil fragrance that protects the skin from skin infections, rashes, and bug/mosquito bites and the safe natural aromas give them an olfactory relaxation being perfumes made in their name for their birthday surprise. We also continue to participate with the Mussoorie Forest Division to train their SHGs in livelihood activities with medicinal and aromatic plants by crafting simple food formulations with flowers and tubers from the wild as well as by growing exotic flowers like Lavender, German & Roman Chamomile, Elderberry which are exemplary contributors in beneficial esters, sesquiterpenes, terpenes and aldehydes to help improve the wellness and health by ingestion and by topical application as cosmetics and perfumes. These remunerative crops are also instrumental in supporting and rectifying the hormone imbalance.
Q: What is so special about your incense? Its USP?
The perfume industry has a huge profit margin- going up to 350 per cent or more, low-cost ingredients and high selling prices. However, it is hazardous due to the synthetic and microplastics/ phthalates and alcohols (petroleum by-products) that are used in its formulation. Natural oil-on-oil perfumes will not necessarily be more expensive but they are harmless roll-on perfumes without health hazards unless a person is allergic to any component. They are non-hazardous and more affordable. These are experiential as the person who uses it experiences it, unlike aerosols that make their presence felt by all those around in the room. So here we are to create this awareness not by being verbose about it but by showcasing it through our grassroots level work and holding workshops and training of people, be it men women, youth and children to experience us working on it. This is most urgent and needs the involvement of more people to believe in it and emulate our work at different levels globally. Hence our work in this area for the past five years has been significant and hope to take it ahead as we have already trained hundreds of farmers, women, youth and children from Uttarakhand, Maharashtra, Chennai, Bengal and America to take this unique idea for emulation at their place of stay. This is the uniqueness of our work with natural perfumery based on India’s traditional perfumery called ‘Itr or Attar’.
Q: Why do you propagate natural fragrances and flavours so much?
These natural essential oils that we distil in-house are our strength as we grow our plants or acquire them from the forest where we are sure of no chemicals being used. The essential oils are not rectified and used to create perfume and personal care end products being sure of untampered fragrance or flavours.
Q: Organic can be costlier- not everyone can afford it. How do you suggest a cost-cutting so that even the commonest of persons can afford it?
Cost cutting is not an effective way of looking for safe and natural products that do not harm your lungs or your Gut by destroying the microbiome. We have reached the point of harming our health by using synthetic derivatives that is the most dangerous toxin in our house. Fragrance companies have private IPs where they are not bound to share their details. These fragrances are neurotoxins and endocrine disruptors found in aerosols, shampoos, bath bombs, vaporizers, detergents, floor cleaners etc. and they are a nightmare. Once it is removed from one's daily life, it can make one feel so much better.
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