“We know that 75% of our emotions in a given day are governed by smell but hardly anyone was using it in their marketing and that was our opportunity,” reveals Suji Sanjeevan, the co-founder of LIGHT + GLO and BrandScent.
LIGHT + GLO, a multi-award-winning business manufacturing boutique fragrance products, was founded by Suji and her husband Jeeva Sanjeevan in December 2015.
In 2020, their “passion for exploring scents and distilling aromas” led to the creation of a second operational arm called BrandScent, which boasts of an impressive lineup of clients including American Express, Mimosa Homes, Chandon and Arnott’s.
In this conversation with SmartCompany, Suji shares her journey of building a business as an immigrant, including her experience of pitching on Shark Tank Australia, and offers advice for other aspiring and young entrepreneurs.
“When doctors turn their minds to scent, magic happens,” says Suji, who went to medical school in London but pivoted into clinical research after graduating.
Her co-founder and husband Jeeva – who originally hails from Sri Lanka – also completed his medical degree in Russia (in Russian) before going on to work at the Royal Children’s Hospital and Alfred Hospital in allergy and respiratory departments.
However, “as migrants, we felt that growth was limited, opportunities scarce and with a growing family and no family help, we knew things had to change,” she shares.
So in many ways, the duo’s entry into the business was incidental but the “growth was strategic and intentional”.
“Led by doctors turned alchemists, we bring science into sensory branding, crafting memorable brand associations that transform consumer experiences and redefine the experience economy,” Suji tells SmartCompany.
LIGHT + GLO’s handcrafted wood-wick soy candles filled a gap in the market and were an instant success. But the founders saw a further opportunity with BrandScent.
“Think of it as an olfactory logo,” Suji explains.
“The sense of smell is the most powerful of the five senses. The idea for BrandScent came from recognising the untapped potential of scent in branding and the need to niche down in what is a very saturated market of scented fragrance products.
“We realised that while visuals and sounds were being used to shape brand identities, scent was often overlooked despite its powerful impact on memory and emotions. We wanted to change that by helping businesses create unique scent identities that resonate with their customers on a deeper level.
“This strategic pivot has opened up partnerships with major brands like American Express, Mimosa Homes, Chandon and Arnott’s, significantly boosting our profile and revenue.”
The two brands, which initially started with just the founder duo, have now grown to a team of 11 employees.
“While we keep our team lean to maintain agility, each member brings invaluable expertise to the table,” Suji tells SmartCompany.
BrandScent has grown from $120,000 in revenue in the 2020-2021 financial year, to a projected $1.9 million in the 2024-2025 financial year.
“F22/23 is really where it began as events, spaces and retail opened up in Victoria [after Covid lockdowns] and especially metro Melbourne where we are based,” she shares.
“Securing big clients and landing on Shark Tank was the result of a blend of persistence, strategic pitching, and offering a unique service,” Suji shares on the founders’ journey of pitching on the business show.
“One thing Jeeva and I prioritise above all else is relationships. We believe that nurturing and building strong connections is at the heart of everything we do. It’s not just about business; it’s about creating meaningful bonds that drive mutual growth and success.”
In 2023, the founders decided to invest in strengthening their personal and business brands by making the most of strategic PR opportunities, says Suji.
“Participating in platforms like Shark Tank Australia provided us with invaluable exposure, allowing us to highlight our brand’s dedication to personal touch and innovation,” she says.
“This visibility not only attracted potential investors but also broadened our audience, reinforcing our reputation as a trusted and distinctive player in the fragrance industry.”
The duo’s pitch impressed the sharks and sparked a bidding war between King Kong founder Sabri Suby, Oodie founder Davie Fogarty and Shark Tank veteran Robert Herjavec with offers of $150,000 for a 25% stake in the business.
Ultimately, Herjavec upped the ante with a $175,000 investment offer, which the founders accepted.
@globalsharktank I can smell a deal coming! 👃 #sharktankaustralia #brandscent #channel10australia @channel10_au https://bit.ly/SharkTankAus
Suji describes appearing on Shark Tank as a “strategic move to get more eyeballs” on the brands in a volatile economic climate.
And it’s a move that paid off.
“It gave us a national platform to showcase the power of scent marketing, helping us reach a wider audience and build credibility and in turn this move has led to major partnerships,” she shares.
Suji also has advice for other businesses looking to pitch their ideas to the sharks, and other investors.
“When pitching, especially on a platform like Shark Tank, it’s crucial to convey your passion and the uniqueness of your offering. For BrandScent, we emphasised how scent could revolutionise brand experiences,” she says.
“Be prepared with solid data and real-world examples to back up your claims. Show the investors how your product can solve a problem or fill a gap in the market. Confidence, clarity, and a compelling story are key,” Suji says.
Apart from the show, the founders have also been recognised by their local community. The duo won the ‘New and Emerging’ category at the 2017 Wyndham Awards, and are among the finalists in the ‘Innovation’ category of the Telstra Business Awards.
“Our award wins have been a testament to the innovation we bring to scent marketing …. These accolades have not only validated our work but also helped us stand out in a competitive market,” says Suji.
Being immigrant founders, Suji says she and Jeeva have learned the importance of resilience and adaptability.
“Navigating the challenges of starting a business in a new environment has made us more resourceful, driven and agile. It’s this agility that has been a spiral up, rather than down, in this economic downturn,” she reveals.
“We’ve found that our diverse background is our superpower and has allowed us to bring a unique perspective to BrandScent and connect with a broader audience.
“From our cultural collaborations to the work we do in the multicultural business community, drawing from our shared struggles has been instrumental in our growth.”
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Prior to joining SmartCompany, Mrinaal was the content head at Lawctopus. She has a dual degree in business and law, with a Masters in constitutional law. You can follow her on Twitter at @mrinaaldatt.
