Where does this fragrance come from?

One evening, the little coffee shop buzzed with chitter-chatter and bursts of laughter, when a university professor, full of self-assurance, set his cup down with a loud thud.

The shop fell into an uncomfortable silence.

“I am the most intelligent man in this town,” he declared, his voice ringing out so clearly it seemed to echo. “No one can defeat me in debate.”

The shopkeeper, a gentle man with more wisdom than schooling, looked up from behind the counter. Smiling, he asked, “Professor, even if what you say is true, why do you feel the need to shout it out?”

The professor adjusted his spectacles and snapped, “Because these people don’t know it.”

The shopkeeper chuckled and nodded toward the steaming cups filling the room.

“Sir,” he said softly, “I never go around announcing that my coffee is the best. When I open my shop, the aroma drifts out into the street, and the whole town comes running.”

He then added gently, “Remember: lions don’t hand out visiting cards. One glance is enough to know who is king.”

Aroma and Evangelization

This simple parable is a mirror held up to our Christian evangelization. Evangelization is not about proving ourselves, winning arguments, or raising our voices to be heard. Too often, like the professor in the story, we may be tempted to think that people will only know the truth of Christ if we loudly proclaim our knowledge or defend our faith with endless debates about doctrine.

But the truth is this: evangelization spreads not by noise, but by witness; not by arrogance, but by authenticity.

Jesus gave us the key: “By this everyone will know that you are my disciples, if you love one another” (John 13:35). Just as coffee is recognized by its aroma and a lion by its presence, Christians are recognized by their fragrance of love. A life lived in Christ testifies more powerfully than words. St. Teresa of Kolkata never proclaimed herself; it was her quiet, selfless acts of love that revealed her faith. The lesson is clear: when we embody Christ’s love, others are naturally drawn to Him.

The aroma of Christian life is love. The Gospel is not about noise but about fragrance, the quiet yet irresistible attraction of Christ’s presence. Evangelization is not simply about what we say; it is about who we become when Christ transforms us. If we live out the Prayer for Peace by St. Francis of Assisi, offering patience where there could be anger, hope where there could be despair, and kindness where there could be indifference, people will notice. They will ask, “Where does this fragrance come from?” That is the moment to point them to Christ.

Like the aroma of coffee that quietly fills the street, authentic discipleship leaves its mark through love, not self-promotion. Our lives, rooted in Christ, become the most persuasive witness of all. As St. Francis of Assisi reminded us: “Preach the Gospel at all times. When necessary, use words.” Jesus called us light, not to shout, but to shine in a way that draws others, just as fragrance draws people in.

So how can we live this fragrance of Christ each day? Let me suggest a few ways:

1. Live the joy of the Gospel in your family. Evangelization begins at home. A joyful family is itself a visible gospel that quietly attracts hearts to Christ.
2. Practice silent service. Small acts of kindness leave footprints of Christ’s love wherever we go.
3. Forgive quickly and fully. Forgiveness is the fragrance of the cross. It disarms bitterness and reveals Christ. When you forgive, you surprise others, and you give them Christ.
4. Be consistent in integrity. Let your actions match your faith. Integrity speaks more loudly than sermons ever can.
5. Welcome and include others. The Church grows through hospitality. Notice the lonely, greet the stranger, and make space for the outsider.

The aroma of Christ is not created through loud declarations but through the quiet testimony of a life lived in Him. The most convincing evidence of Christ is not a clever argument, but a transformed life.

Let us, then, make sure that our lives communicate that lesson every day, clearly, humbly, and lovingly.

(Fr. Nilesh Parmar, SJ is an Indian Jesuit who has served tribal communities in North East for over 30 years. He is also a lyricist and composer with more than 100 published songs in English and Indian languages.)