Dubbed “Flower Gems of India,” the initiative strengthens the Roman jewelry house’s commitment to ethical and responsible sourcing and production activities for its perfume business by implementing advanced flower cultivation practices in South India.
In particular, the program’s goal is to create a new jasmine farming model for 100 family-owned farms in two regions of the Indian floricultural area of Tamil Nadu over three years, offering local communities an alternative approach to jasmine production and improving both their profits and the quality of the flowers.
“It became important to us to contribute to support the communities that enable us to create our masterpiece fragrances, and that we establish a sustainable approach to preserve and support the local economy,” said Bulgari’s chief executive officer Jean-Christophe Babin.
“Like our jewels, our fragrances are crafted from nature’s finest gems and it is our passion to research, source, and wherever possible, support the production of these extraordinary ingredients,” he added.
For the occasion, Bulgari also teamed with Jasmine Concrete, India’s leading producer of floral extracts and a Firmenich joint venture partner since 2014. Based in the Tamil Nadu area, the group counts a network of over 1,000 jasmine flower farmers as well as access to the broadest range of floral ingredients, including jasmine grandiflorum, sambac and tuberose and spices.
As part of the “Flower Gems of India” initiative, permaculture principles such as soil restoration and water supply management will be implemented with the goal to establish a sustainable farming model also for future generations. Product quality is expected to improve thanks to a clean and short supply chain, richer organic cultivation and contamination-free farmlands, while the overall social and economic well-being of local communities is expected to benefit by the fixed prices and reduced production costs.
“Over the last decade, Firmenich has built the industry’s leading natural sourcing program to develop sustainable economies, preserve biodiversity and support regenerative agriculture,” said Dominique Roques, Firmenich’s naturals partnerships and communication vice president. “Our NaturalsTogether™ partners like Jasmine Concrete create real change in their communities by implementing advanced flower cultivation, treating issues such as erosion, nutrient loss, irrigation and composting.”
Jasmine Concrete’s director Raja Palaniswamy echoed this by underscoring how the new program “provides an innovative model to uplift our local communities” and the partners’ shared “business-for-good approach, which builds market security, delivers fixed revenues, and fosters a real sense of pride for farming families, secures local families’ livelihoods. This encourages them to continue their important work, now and for future generations.”
Back then, the jewelry house was said to be enhancing its direct involvement in the sourcing of raw materials and to be increasingly looking to minimize the environmental and social impact of its scents. In particular, for the Tubereuse Mystique fragrance Bulgari sourced the main tuberose ingredient in India and assured the social and ethical work condition of local farmers while they harvested the nocturnal flower specifically after dusk to get the notes at their peak.