French luxury fragrance label Diptyque has found itself at the centre of online jokes after launching a limited-edition product called “scented spirals,” priced at nearly ₹5,000 to ₹6,500. The product quickly grabbed attention across Indian social media, with many users comparing it to the familiar Kachua Chhap mosquito coil commonly found in Indian households.
The Paris-based brand introduced the spiral-shaped incense as part of its luxury summer collection. According to the company, the product releases lemongrass notes designed to recreate the calming atmosphere of a water garden while creating an outdoor aromatic experience. The set reportedly contains six scented spirals along with a branded incense holder.
However, Indian internet users were less focused on the luxury branding and more amused by the striking similarity between Diptyque’s spirals and the inexpensive mosquito-repellent coils widely used across the country for decades. Many social media users joked that an everyday household product had simply been repackaged and marketed as a premium lifestyle item.
Several humorous reactions flooded social media platforms soon after the product images went viral. Users posted memes and sarcastic comments, with some joking about selling traditional Indian household items overseas as luxury products. Others questioned how a common mosquito coil had suddenly become a high-end fragrance accessory.
The online debate also reignited conversations around global luxury brands drawing inspiration from everyday Indian products and aesthetics before selling them at premium prices. Social media users compared the incident to previous discussions involving Kolhapuri chappals, dupattas, yoga-inspired wellness products and other Indian-origin designs being repositioned as luxury trends abroad.
Founded in Paris in 1961, Diptyque is internationally recognised for its perfumes, scented candles and luxury home fragrances. Despite the criticism and jokes online, the brand’s latest launch has successfully generated massive social media attention, especially among Indian audiences amused by what they viewed as a luxury version of the classic mosquito coil.
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