Some journeys are not planned. They unfold quietly, shaped by curiosity, lived experience, and an inner calling to build something meaningful. Reetika Arora’s path is one such journey, thoughtful, layered, and deeply human.
A multidisciplinary founder and strategist, Reetika’s work exists at the intersection of research, people, and business. Her story is not about choosing one identity, but about integrating many, and allowing them to evolve into something purposeful.
A Foundation Built on Curiosity and Discipline
Reetika’s academic roots lie in biotechnology, a field that demands precision, patience, and respect for detail. Science taught her how to observe closely, think critically, and trust evidence over assumption. But alongside this analytical discipline was a growing interest in people, behavior, and human potential.
This led her to pursue an MBA in Human Resources, where data met empathy, and structure met emotion. It was here that she began to understand that systems do not succeed unless people within them feel seen, aligned, and valued.
Learning Across Borders and Institutions
Her professional journey took her into international projects and meaningful work at IIT Delhi, environments that sharpened her perspective and raised her standards. These experiences exposed her to global thinking while grounding her in the importance of context and culture.
Beyond institutions, Reetika played a pivotal role in her family venture as Associate Director – People, Operations, and Growth. In this role, she worked closely with MSMEs and startups, helping them scale not just revenue, but teams, systems, and organizational culture. She saw firsthand how growth, when rushed or misaligned, can dilute purpose, and how sustainable progress begins with clarity.
The Birth of Dastur Bharat
Over time, all these threads, science, people strategy, business acumen, and cultural sensitivity, converged naturally into the creation of Dastur Bharat.
Dastur Bharat is not just a modern Indian perfume house. It is an expression of intention. Rooted in craft, culture, and emotion, the brand reflects Reetika’s belief that fragrance is more than a product. It is memory, identity, and feeling, captured thoughtfully and created with respect.
Here, emotion is not accidental. It is designed with purpose. Craft is not ornamental. It is central. Every creation carries depth, drawing from India’s richness while speaking to a contemporary, conscious audience.
Beyond Brands: Mentorship and Meaning
Alongside building Dastur Bharat, Reetika mentors and coaches individuals on growth and personal branding. Her approach is not performative. She helps people build clarity-led, authentic identities, rooted in who they truly are, not who they feel pressured to become.
Her work with individuals reflects the same philosophy that guides her brands: alignment over appearance, depth over noise, and intention over impulse.
Writing Hope Into Reality
Reetika is also the author of Hopelessly Hopeful, a title that quietly captures her worldview. It reflects resilience without denial, hope without naivety, and self-expression that is conscious rather than loud. Writing, for her, is another way of making sense of the inner world and offering that understanding to others.
A Journey Defined by Integration
Reetika Arora’s story is not about switching paths, but about weaving them together. Science taught her discipline. Business taught her scale. People taught her meaning. And Dastur Bharat stands as a living result of that integration.
In a time where brands are often rushed into existence, her journey reminds us that the most enduring creations come from lived experience, thoughtful intention, and the courage to build slowly, but truthfully.
