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Fragrance evokes memory. Fragrance is a reminder of that first rain, those chilly nights, few moments of ecstasy spent with your loved ones and those refreshing floral aroma. Fragrances are a figment of our imagination and inspire us to imagine. Ittar (Hindi/Urdu) also known as Attar (Arabic: عطر‎) is a natural perfume oil derived from botanical sources. Most commonly these oils are taken from the botanical material through hydro or steam distillation.