A nose for business scents

Today, the business has evolved into an award-winning venture, demonstrating how even small beginnings can lead to great success – and how businesses can benefit from the support of the Victorian Chamber.

As an Australian manufacturer of high-quality fragrance products, including soy candles, reed diffusers, Eau de Parfum, and curated gift hampers, Light & Glo takes a scientific approach to creating fragrances that stimulate the senses. This foundation led to the creation of BrandScent, a scent marketing agency specialising in crafting signature scents for brands.

“Drawing from my medical background, we delved into the powerful connection between scent, memory, and emotion, seeing an opportunity to apply this knowledge to scent marketing,” says Jeeva. “We knew this was a unique opportunity to enhance brand experiences through ‘olfactory’ branding.”

Their approach quickly gained traction, with major corporates becoming clients and providing positive feedback. The success of their initial projects assured the couple that they were tapping into a niche market with vast potential.

The company’s continued rise has been underscored by multiple awards and a positive experience on the Shark Tank TV show. With their reputation firmly established in Australia, Jeeva and Suji set their sights on global expansion.

“Our international export strategy developed organically as we saw growing demand for bespoke, innovative scent solutions,” Jeeva explains. “We focused on markets that value high-quality, locally made products with an emphasis on luxury and sustainability.”

Their research into global demand for custom scents included understanding international trends in luxury branding, complying with global regulations, and attending trade fairs to build networks. Despite facing challenges such as navigating complex import/export laws and securing the right distributors, Jeeva notes that these obstacles only strengthened their resolve.

“We learned to refine our processes and overcome challenges that have paved the way for global expansion,” he says.

Jeeva discovered the Victorian Chamber through its outreach programs for small businesses, which offered essential support during this growth phase. He participated in initiatives such as the China Business Program, a business-matching service with overseas partners, and When Buyer Met Seller, the Chamber’s mini-trade show.

“The Victorian Chamber’s support greatly boosted our visibility internationally,” Jeeva says. “They provided valuable guidance on export logistics, networking, and market entry strategies. Through their connections with industry mentors and international buyers, we’ve been able to secure global contracts, enhance operational efficiency, and increase revenue through exports.”

The business continues to evolve, with a vision of expanding beyond scent marketing into new sectors like wellness and tourism.

“We aim to establish BrandScent as a global leader in olfactory branding and pursue collaborations that create meaningful scent experiences worldwide,” says Jeeva. “The Victorian Chamber’s support has encouraged us to think big and explore new opportunities.”

How the Victorian Chamber can help

The Victorian Chamber’s Global Consulting team provides vital support to members on their global journey, offering essential knowledge and industry connections for doing business overseas. We assist with ATA carnets, export documents, trade certificates, and offer tailored migration and visa services.

Our upcoming China Business Program in Jiangsu, launching in June 2025, will provide an immersive trade experience and business-matching opportunities with Australia’s largest trading partner.

Gain invaluable insights into the Chinese business landscape, connect with key industry players, and create long-term commercial partnerships, all with the help of our expert advisors. We also handle travel and logistics to ensure a seamless cultural experience in Jiangsu.

For more information, contact our International Business Adviser, Eddie Zhao, at 03 8662 5234 or email ezhao@victorianchamber.com.au.