Italian luxury brand Prada has launched Infusion de Santal Chai, a unisex fragrance inspired by India’s everyday cup of chai, and the release has quickly become a talking point across social media — drawing reactions that range from excitement and humour to criticism and scepticism.
The perfume, launched on January 5, 2026, is part of Prada’s Les Infusions collection, described by the brand as a “woody and milky” scent, it blends creamy sandalwood with chai latte notes, along with cardamom, citrus, milk, spices and soft musks. Priced at $190 (around Rs 17,000) for a 100 ml bottle, it is available via Sephora, Ulta and Prada’s official beauty website.
Attention has also focused on the bottle design. Housed in brown-hued glass and topped with a camel-coloured Saffiano cap, the packaging prompted several users to liken it to a “hot chai in a classy cup.” One Instagram comment described it as “warm, earthy and cozy,” adding that the design made the launch feel deliberate rather than random. Others were less impressed, with one remarking, “The colour is making me laugh.”
Initial reactions from fragrance enthusiasts have been largely positive. “I am just too excited!! Finally, a chai scent that is true to masala chai aromatic warmth,” one Instagram user wrote. Another commented, “This sounds so good.” On X, early reviews praised the fragrance as “lovely and warm… fresh clean clothes with a hint of creamy sweetness,” while another user called it “joy bottled with confidence.”
At the same time, the launch has drawn criticism and satire, particularly over its premium pricing. Several users questioned charging luxury prices for a scent inspired by a beverage widely available for a few rupees. “17k but still no adrak (ginger),” one X user quipped, while an Instagram user asked, “Why pay Prada $190 for ‘chai’ perfume when you can get the same effect for free by standing over the stove for two minutes?” Others joked, “Biryani bhi kar dete,” while some simply responded with “NO” and “chai bhi?”
The debate intensified when luxury-focused app Culture Circle weighed in on Instagram, describing the fragrance as part of a broader pattern of luxury brands monetising Indian cultural elements. In a sharply worded post, the page referenced Prada’s earlier Kolhapuri chappal controversy, accusing the brand of “strip-mining Indian culture” by repackaging everyday objects and aesthetics as high-priced luxury products. The post questioned how often such moves are framed as “inspiration” rather than commercial exploitation.
Some users also pointed to Prada’s repeated use of Indian-inspired elements. “I don’t understand Prada’s obsession with India,” one Instagram comment read, while another wrote sarcastically, “Not Prada onto chai perfume because chai doesn’t have a GI tag.” The earlier controversy continues to shape reactions. In early 2025, Prada faced backlash after sandals resembling traditional Kolhapuri chappals appeared in its collection, sparking legal and public debate in India. Referring to that episode, one user commented, “First the sandals, now this,” while another asked, “Prada losing originality?”
Despite the divided response, Infusion de Santal Chai has succeeded in generating widespread attention online. Whether seen as a creative fragrance, a global homage or a commercial repackaging of a cultural staple, the perfume has ignited a debate that extends well beyond the world of luxury scents.
Prada’s Rs 17,000 chai perfume sparks debate over luxury and culture
