Prada’s Rs 17,000 chai perfume sparks debate over luxury and culture

Italian luxury brand Prada has launched Infusion de Santal Chai a unisex fragrance inspired by Indiarsquos everyday cup of chai and the release has quickly become a talking point across social media mdash drawing reactions that range from excitement and humour to criticism and scepticismThe perfume launched on January 5 2026 is part of Pradarsquos Les Infusions collection described by the brand as a ldquowoody and milkyrdquo scent it blends creamy sandalwood with chai latte notes along with cardamom citrus milk spices and soft musks Priced at 190 around Rs 17000 for a 100 ml bottle it is available via Sephora Ulta and Pradarsquos official beauty websiteAttention has also focused on the bottle design Housed in brownhued glass and topped with a camelcoloured Saffiano cap the packaging prompted several users to liken it to a ldquohot chai in a classy cuprdquo One Instagram comment described it as ldquowarm earthy and cozyrdquo adding that the design made the launch feel deliberate rather than random Others were less impressed with one remarking ldquoThe colour is making me laughrdquoInitial reactions from fragrance enthusiasts have been largely positive ldquoI am just too excited Finally a chai scent that is true to masala chai aromatic warmthrdquo one Instagram user wrote Another commented ldquoThis sounds so goodrdquo On X early reviews praised the fragrance as ldquolovely and warmhellip fresh clean clothes with a hint of creamy sweetnessrdquo while another user called it ldquojoy bottled with confidencerdquoAt 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 ldquo17k but still no adrak gingerrdquo one X user quipped while an Instagram user asked ldquoWhy pay Prada 190 for lsquochairsquo perfume when you can get the same effect for free by standing over the stove for two minutesrdquo Others joked ldquoBiryani bhi kar deterdquo while some simply responded with ldquoNOrdquo and ldquochai bhirdquoThe debate intensified when luxuryfocused 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 Pradarsquos earlier Kolhapuri chappal controversy accusing the brand of ldquostripmining Indian culturerdquo by repackaging everyday objects and aesthetics as highpriced luxury products The post questioned how often such moves are framed as ldquoinspirationrdquo rather than commercial exploitationSome users also pointed to Pradarsquos repeated use of Indianinspired elements ldquoI donrsquot understand Pradarsquos obsession with Indiardquo one Instagram comment read while another wrote sarcastically ldquoNot Prada onto chai perfume because chai doesnrsquot have a GI tagrdquo The earlier controversy continues to shape reactions In early 2025 Prada faced backlash after sandals resembling traditional Kolhapuri chappals appeared in its collectionsparking legal and public debate in India Referring to that episode one user commented ldquoFirst the sandals now thisrdquo while another asked ldquoPrada losing originalityrdquoDespite 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