Launch · Commerce & Consumer Brands

Suryakumar Yadav campaign drives 24.5M views for House of EM5

By Startup Enthusiast · 17 March 2026

What they do

House of EM5 is a D2C fragrance brand selling solid perfumes, sprays, and premium blends

A campaign featuring cricketer Suryakumar Yadav as Kachra Seth got 24.5 million views and 1.5 million likes

The brand raised ₹1 crore from Aman Gupta on Shark Tank India last year and is profitable since day one

House of EM5, a D2C fragrance brand, launched a campaign featuring cricketer Suryakumar Yadav as Kachra Seth from the movie 'Phir Hera Pheri'.
The campaign reel got over 24.5 million views and about 1.5 million likes.
The brand raised ₹1 crore from Aman Gupta on Shark Tank India Season 4 last year.
House of EM5 sells solid perfumes, affordable sprays, and premium blends.
The brand has over 150 SKUs and a 54% repeat purchase rate within 30 days.
It has been net profitable since its first day of operations.
Founder Shashank Chourey says affordable SKUs made it easy for consumers to experiment with fragrances.
The fragrance market is growing digital-first, driven by younger consumers.

The fragrance segment is one of the fastest-growing in beauty and personal care, according to Fireside Ventures.
Investors like Yash Dholakia of Sauce.vc compare the current fragrance market to early premium skincare days.
No player has a dominant share yet, so breakouts are expected.
Starting a fragrance brand requires little upfront investment because fragrance houses and bottling facilities are easy to access.
At least 30 fragrance brands entered the ecosystem between 2018 and 2025, as per Inc42 research.

House of EM5 is a D2C fragrance brand offering solid perfumes, affordable sprays, and premium blends.
Its product range includes fragrances named Aghori, Chambal, Bhairav, and Sundarbans.
The brand has over 150 SKUs and a 54% repeat rate over 30 days.
It has been net profitable since day one.
The brand sells directly to consumers, likely through its own website and online marketplaces.
It competes with brands like Skinn by Titan, Bella Vita, Nykaa Perfumery, Mamaearth, FIEN by mCaffeine, and Adil Qadri.
The brand's marketing includes viral campaigns, like the recent one with Suryakumar Yadav.