Can economics of olfactory branding be replicated through historical sensation: cases from college street booksellers?

Many have travelled through the hallowed lanes of books and booksellers in prominent as well as obscured by lanes of Indian cities like Kolkata, but few have noticed the senses which get tingled into the buying behaviors and change our economic senses of decision making. There are even strategic choices associated with buying books and the percentage of people choices as part of economic rationale decision making on returning customers as few global marketers prefer to distinguish while strategizing choices and perspective in luxury brand management. The learning curve associated with books and the world of booksellers may be trivial but they bring about impactful strategy to the larger picture of luxury brand management which can be learnt from as simple as from a street book seller unnoticing jumping into the bandwagon of olfactory branding. This paper is a sustained effort to bridge the long standing research gap in olfactory branding which is borne from multiple cases and empirical studies from the poorer streets of Indian booksellers which on one hand is historically symbolic and on another hand portrays strategy even to big corporate firms globally on how and when can senses of smell bring about in revenue generation and creating resilient brands.