Scent memory: Local candle brand Carrom evokes dreams of South Asia

Things are looking up on the travel front, but for the better part of two years, border closures and travel lockdowns have made going anywhere overseas a pain. For our diaspora communities, that has meant heart-wrenching separation from home and loved ones.

The four co-founders of the new local candle brand Carrom can certainly relate. Though Manasa, Aditi, Adithya and Lathika grew up variously in Singapore, Thailand and South Africa, each has extended family in India. For them, Covid-19 has spelled at least a year away from family and friends overseas. 

Now, we catch up with two of Carrom's founders to find out more about the vivid memories of South Asia that have inspired this unique candle and fragrance brand. 

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Manasa, Aditi, Adithya and Lathika launched Carrom in July this year as a sort of collective remembrance. "Carrom was born out of the pandemic and feeling distant from home," says Aditi over a video call interview. "All of us have strong ties with our extended families and we're now living quite far away from them. Starting Carrom was a way for us to feel close to them."

Carrom's first release consisted of hand-poured soy wax candles in powerful and distinctive fragrances. The candles – Alamari, Beeda, Lalbagh, Malgova and Thillana – each bring up rich memories of South Asia for the four friends.

"When we started experimenting with the scents, we went at it feeling first," says Manasa. "We wanted to recreate a specific moment or feeling, and what's amazing is that it was such a universal thing for the four of us that when we got the right fragrance, it clicked immediately."

Take the best-seller Alamari, which combines sandalwood, oudh and ylang ylang in a soft and comforting scent. It evokes nostalgia for the wooden cupboards that are a staple in Indian households which, as described on the Carrom website, hold anything "from grandparents' clothes and linens, to books and items used in prayer." 

As you can imagine, the candles have been well-received among the Indian diaspora community in Singapore who have an immediate emotional connection to Carrom's fragrances. But what was surprising and flattering for the founders was the warm reception they've received among those who may not be so familiar with Indian culture. 

"Having others outside the community reading about the background to our scents, how we came up with them, and relating to that has been really special to see," shares Aditi. 

Rooted in intention

Aditi and Manasa half-jokingly admit that they're taking things very much one step at a time, with no concrete plans for the future. What's clear, however, is that each step so far has been taken with intention.

The team have not compromised on a few points: the type of jars to use for the candles, using sustainable soy wax over paraffin wax, choosing cotton and organic wicks, selecting reusable canvas over bubble wrap, and producing in small batches to prevent wastage of raw materials. 

Carrom's partnerships also demonstrate the founders' pride in Indian culture and heritage. They currently work with Boond Fragrances, a brother-sister business based in Kannauj, Uttar Pradesh, India, to produce incense sticks for the brand. This partnership inadvertently highlights Boond Fragrances' art – which is in making organic fragrances, or attar, with a technique that has remained unchanged since 1000AD.

And in a chic, modern twist, the heady incense sticks have stylish incense holders resembling molten metal, designed by the founders' friends at the Danish-Singaporean design studio Christian+Jade. 

You don't want to miss the brand's latest partnership with luxury home essentials brand Sojao either. Carrom will be stocking their products at Sojao's first physical store in Joo Chiat. "This is really exciting," says Manasa. "People have reached out to ask if they can smell the scents in person, so this is their chance."

Scent memories 

After all this talk about memories and nostalgia, we had to ask Aditi and Manasa just what they miss the most about India. It's hard to pick just one, but both of them light up when they describe fond memories that centre around food.

For Aditi, it's enjoying steaming hot paneer fry and chaat while sitting in a car on the main shopping street of Bangalore. She describes the wonderful contrast between the cold air outside and the warm food in front of her. Meanwhile, Manasa recalls snacking on treats prepared by her grandmother while watching MTV India with her sister late into the night to burn off the excitement they feel every time they arrive in Chennai. 

Now, they get a taste of home at favourite haunts like Vatan Se in Tanjong Katong (Manasa says they have "bomb" Indian food) and Moghul Sweet Shop in Little India (Aditi raves about the incredible palkova). 

And of course, now they also have the warm blanket of memory from the evocative scents of Carrom. 

Shop Carrom at the official website or head down to Sojao's first physical store in Joo Chiat to explore the candles and fragrances.