Australian Sandalwood Meets India’s Premiumisation Wave

India’s premium consumer market is booming—and Australia Essence’s recent launch in India is perfectly timed to meet it. The new “house of brands,” co-founded by Steve Waugh and CEO Tim Thomas, has debuted nine premium Australian labels across wellness, food and beverage, fashion and lifestyle, building a cultural and commercial bridge between the two nations.

Among the inaugural brands is Silvalis, Australia’s leader in authentic Santalum spicatum (Australian sandalwood). Silvalis’ story begins in Western Australia’s Wheatbelt and Goldfields, where sustainable cultivation and respectful custodianship underpin an industry with deep First Nations connections. That provenance—paired with meticulous harvesting and distillation—makes Australian sandalwood a compelling ritual and gifting choice for India’s wellness-minded consumers.

Silvalis’ co-founder Keith Drage has spent two decades building the modern Australian sandalwood sector through WA Sandalwood Plantations and collaborative ventures such as Dutjahn Sandalwood Oils. His focus on transparent sourcing, Indigenous partnership and premium quality aligns closely with Australia Essence’s mission to introduce purposeful Australian products tailored for Indian lifestyles.

Why does this matter for India? A rising cohort of discerning, globally curious buyers is seeking products that marry authenticity with performance. Australia Essence’s curated approach—prioritising story, standards and scalability—brings exactly that: premium goods adapted for local rituals, distribution and digital discovery across metros and fast-growing Tier-II cities.

As Australia and India deepen trade ties, Australian sandalwood stands out as a category with heritage, wellness benefits and emotional resonance. With Australia Essence opening doors, Silvalis is poised to help more Indian consumers experience the rare, grounding aroma of Australia—bottled with care and purpose.