R. Expo (usa) Ltd., Inc.

What R. Expo (usa) Ltd., Inc. does

R. Expo (usa) Ltd., Inc. operates commercially as Song of India, a 90+ year Indian fragrance, incense, candle, and personal-care manufacturer founded in 1932 and headquartered in Noida, Uttar Pradesh. The company operates a 70,000 sq. ft. manufacturing facility comprising four production units and employs a workforce of 300+ skilled artisans, combining traditional craftsmanship (e.g., hand-painted brass cloisonné jars, hand-beaten copper-plated candle jars) with modern, IFRA-compliant fragrance chemistry and Ayurvedic formulation techniques. Its product portfolio spans two main categories — Home Fragrance (scented soy candles, reed diffusers, fragrance oils, room sprays, car fragrances, scented sachets, incense products, and ultrasonic diffusers) and Body & Perfume (eau de parfum, ittar/perfume oils, solid perfumes, pure essential oils, aromatherapy mists, and handmade herbal soaps) — organized under multiple sub-brands including Organic Goodness, Ayurveda Collection, Luxurious Veda, Oud Indulgence, and Citronella mosquito repellent.

The company's revenue model is built on four monetization streams: (1) direct-to-consumer e-commerce via its own Shopify storefront at songofindia.co.in (priced in INR, with free shipping above ₹500, complimentary samples, and a 10% first-order discount); (2) wholesale and bulk orders to hotels, spas, and retail stores across eight product categories at negotiated bulk pricing; (3) corporate gifting through curated customized hampers for employees and clients; and (4) export and OEM/private-label manufacturing serving international distributors and brand owners with IFRA-compliant, batch-tested formulations.

Geographically, the company distributes to 45+ countries across Europe, the United States, ANZ, and the Middle East via a mix of direct e-commerce, Amazon marketplace, international distributors, OEM/private-label partners, and bulk institutional buyers. Marketing is concentrated on Instagram, email newsletter, and content marketing, with active solicitation of new distributor relationships globally. The firm holds ISO 9001:2015, GMP, Sedex/SMETA 4-Pillar, IFRA, C-TPAT, Cruelty Free, and Star Export House credentials, and operates a 1–10 employee US-facing entity (R. Expo (usa) Ltd., Inc., based in Auburn, United States) that appears to serve as a distribution or back-office presence for the broader Indian manufacturer.

Name

R. Expo (usa) Ltd., Inc.

Legal name

Song of India

Website

https://rexpo.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

Song of India is a 90+ year Indian fragrance manufacturer that produces home fragrances, incense, candles, and personal perfumes across sub-brands like Organic Goodness and Ayurveda Collection, selling via its own e-commerce store, wholesale, corporate gifting, and export distribution to 45+ countries.

Ownership category

akta.pro rank

Product category

Home Fragrance and Personal Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Home Fragrance (Candles, Diffusers, Room Sprays) (CRABADAE), Scented Candles & Wax Melts (Home Fragrance) (CRAJAEAD), Reed Diffusers & Passive Diffusion Fragrance (CRAJAEAE), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Candles, Home Fragrance & Diffusers Retail (CRAIACAC)

Keywords

• Home fragrance products
• Scented candles manufacturing
• Natural essential oils
• Ayurvedic personal care
• Incense and rituals

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales: Online retail sales of fragrances, candles, incense, and personal care products to individual consumers in India through songofindia.co.in
2. Wholesale & Bulk Orders: Bulk pricing for hotels, spas, and retail stores across 8 product categories with flexible order sizes
3. Corporate Gifting: Curated customized gifts for corporate clients and employees for festive hampers and milestones
4. Export & OEM/Private Label: Manufacturing products under customer brands or ready-made collections for international markets; IFRA-compliant and batch-tested formulations

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Song of India manufactures and distributes home fragrance (scented soy candles, reed diffusers, room sprays, incense, fragrance oils) and personal fragrance (eau de parfum, ittar, solid perfumes, essential oils, herbal soaps) products through D2C e-commerce, wholesale, corporate gifting, and international export/OEM channels. The company operates a 70,000 sq. ft. production facility with 300+ artisans and exports to 45+ countries.

Product overview

Song of India is a fragrance company offering a diverse portfolio of home fragrance and body perfume products. The core offerings span two main categories: Home Fragrance (scented soy candles, reed diffusers, fragrance oils, room sprays, car fragrances, scented sachets, incense & rituals, and ultrasonic diffusers) and Body & Perfume (eau de parfum, ittar/perfume oils, solid perfumes, pure essential oils, aromatherapy mists, and handmade herbal soaps). The company also operates themed sub-brands including Organic Goodness (plant-based products in eco-friendly packaging), Ayurveda Collection (products based on traditional Indian wellness practices), Oud Indulgence (premium agarwood fragrances), and Citronella Mosquito Repellent (DEET-free protection). Products are complemented by curated gift sets and hampers for gifting occasions. The company operates a 70,000 sq. ft. manufacturing facility with 4 production units and exports to 45+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• Organic Goodness: Naturally inspired fragrance collection made with plant-based essential oils, free from parabens and harsh additives, presented in sustainably sourced kraft-paper packaging.
• Ayurveda Collection
• Luxurious Veda
• Solid Perfume

Products and services

• Scented Soy Candles Scented candles made from organic soy wax, infused with natural fragrances and botanical ingredients. Available in various scents including agarwood, lavender, sandalwood, and more.
• Reed Diffusers Reed diffusers that release fragrance gradually using natural essential oils. Includes options like French Lavender, Palo Santo & Cedar, and aromatherapy blends.
• Fragrance Oils Pure aromatic oils for diffusers and therapeutic use, including aromatherapy essential oils like French Lavender.
• Room Sprays Non-toxic, 100% natural room fresheners infused with pure essential oils. Free of chlorofluorocarbons (CFCs).
• Car Fragrance Fragrance products designed for automotive use to maintain pleasant scents in vehicles.
• Scented Sachets Potpourri perfume hanging sachets prepared with dried potpourri and natural minerals, infused with Ayurvedic essential oils. Available in sets of 4.
• Incense & Rituals Includes Agarbatti Sticks, Dhoop Cones, Back-Flow Cones, Natural Resins, Incense Holders, and Back-Flow Burners for traditional incense rituals.
• Ultrasonic Diffusers Electronic diffusers using ultrasonic technology to disperse essential oils into the air as a fine mist.
• Eau de Parfum Fine perfumes including Desi Gulab Rose and other premium fragrance sprays.
• Ittar & Perfume Oil Traditional Indian perfume oils (attars) including Madurai Jasmine, Dehn Al Oudh Agarwood, Desi Gulab Rose, and Mysore Chandan Sandalwood.
• Solid Perfume Wax-based solid perfumes housed in hand-painted brass cloisonné jars. Available in 12 fragrances including Royal Oud, Sandalwood & Vetiver, Wild Rose, and Patchouli Noir. TSA-friendly and airline-safe.
• Pure Essential Oils Pure essential oils for aromatherapy, massage, and diffusion. Includes Sleep Aromatherapy blends and French Lavender oils.
• Aromatherapy Mists Aromatherapy mists for relaxation and wellness, including Cool Breeze and other calming blends.
• Handmade Herbal Soaps Handmade soaps including Royal Oud Handmade Soap, crafted with herbal ingredients.
• Gift Sets & Hampers Curated gift sets combining candles, room sprays, reed diffusers, and incense products. Includes Luxurious Veda gift sets and Golden Organza Gift Baskets.
• Citronella Mosquito Repellent DEET-free mosquito protection products including Citronella anti-mosquito incense sticks in various formats.

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Jo Malone London: Global premium fragrance and home fragrance house (Estée Lauder). Comparable in its home-fragrance and personal-fragrance portfolio but operates at much larger scale with significantly broader marketing investment and global retail footprint.
• Yankee Candle: Mass-market home fragrance leader (owned by Newell Brands). Comparable category leadership in scented candles but competing primarily on volume and broad retail distribution rather than premium/artisan positioning.
• Bath & Body Works: US mass-market leader in home fragrance, body care, and gift sets. Comparable product categories (candles, room sprays, soaps) but operates at vastly larger scale with a US-centric direct retail footprint.

Emerging players

• D.S. & Durga: Niche US-based artisanal fragrance and home fragrance house. Comparable as a smaller-scale, brand-led fragrance player with comparable craft/heritage positioning but lower distribution scale and limited manufacturing footprint.
• Pecksniff's: UK-based heritage candle and home fragrance brand. Comparable mid-sized heritage home fragrance specialist with multi-channel retail and gifting distribution, operating at smaller scale than mass-market incumbents.

Direct peers

• Voluspa: Premium US-based home fragrance brand specializing in scented candles, reed diffusers, and room sprays. Comparable as a premium-positioned multi-category home fragrance manufacturer competing in the same retail and gifting channels.
• NEST Fragrances: US-based premium home fragrance brand offering candles, diffusers, and liquid hand soaps in luxury retail and hospitality channels. Comparable product portfolio, premium pricing, and gifting/hospitality distribution model.
• Kama Ayurveda: Indian Ayurvedic personal care brand offering natural oils, fragrances, and wellness products. Closely comparable in its blending of traditional Ayurvedic formulations with modern fragrance/personal care formats and multi-channel distribution.
• Forest Essentials: Indian luxury Ayurvedic beauty and fragrance brand with comparable Ayurvedic heritage positioning, premium pricing, and global export ambitions. Directly comparable as a homegrown Indian luxury wellness-fragrance house with international distribution.
• Diptyque: Iconic French luxury home fragrance and personal care brand. Comparable as a premium-positioned home fragrance specialist competing in luxury department stores, hospitality, and gifting channels globally.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/songofindiaindulgence
• LinkedInlinkedin.com/company/r-expo

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about R. Expo (usa) Ltd., Inc.