Harsh Beniwal, a prominent Indian YouTuber, actor, and digital comedian known for his high-energy sketches and cinematic mini-series, is making a significant move into the retail space with the launch of his own fragrance brand, Octopus.
The brand enters the market with a direct-to-consumer (D2C) approach, offering a range of perfumes including scents like Rhapsody, Mirage, and Darling.
By positioning itself as a consumer brand that prioritises product quality over high-cost marketing and distribution, Octopus aims to offer premium-inspired fragrances at price points accessible to the Indian market.
The YouTube star has sparked a massive wave of excitement across the internet after releasing a cryptic teaser video hinting at his transition into startup entrepreneurship.
While Beniwal has kept the exact nature of the business under wraps on his social media, some netizens have quickly discovered a dedicated web portal (buyoctopus.com), and some have even placed orders before the creator’s official launch.
According to product pages of the website, early offerings include premium-inspired fragrances titled Rhapsody, Mirage, and Darling, which are designed to offer alternatives to high-end global scent profiles.
The platform highlights a dedicated business model that strips away traditional distribution markups and heavy branding fees to pass the savings directly to the consumer, offering the products at aggressive initial pricing.
The company states its core objective is to create products that the team would use themselves, completely free of inflated pricing models or material compromises.
The brand’s digital storefront details that individual scents like Rhapsody draw specific inspiration from iconic international blends like Jazz Club, while the Mirage and Darling variants pay homage to luxury favourites Ombre Nomade and Miss Dior, respectively.
The highly anticipated launch marks an important milestone for Harsh Beniwal, who has built one of the most dedicated digital fanbases in India with more than 16 million subscribers on YouTube alone.
Since beginning his journey with short vines in 2015, the Delhi-based creator has grown into an accomplished actor and director, celebrated for his high-production comedic skits and ensemble web series.
This entrepreneurial pivot positions him alongside a growing cohort of top-tier Indian creators who are successfully leveraging their personal brands to scale independent retail empires.
