ARMAF : Bringing Everyday Luxury Fragrances to Indian Consumers
For years, the world of luxury fragrances was defined by exclusivity, with premium scents, designer packaging, and price tags that kept them out of reach for many. While demand for high-quality perfumes continued to grow, there was still a clear gap for fragrances that offered elegance without a heavy price tag. Recognizing this need, a few visionary brands began to challenge the traditional boundaries of perfumery.
In the early 2000s, the Fakhruddin family, already well-established in Dubai through Sterling Perfumes, identified this gap in the global fragrance market. Dr Ali Asgar Fakhruddin set out to address it by creating a brand that offered premium-quality scents, sophisticated packaging, and lasting performance, without the high price tag.
Through this vision, luxury perfume brand, Armaf was born. Since then, the brand has carved out a distinct identity in the world of perfumery. Positioned within the luxury French fragrance category, Armaf is now one of the fastest-growing names globally. In India, it has gained remarkable traction and is currently among the top three perfume brands in the country.
Breaking into the Crowded Indian Market For India, Armaf changed what everyday elegance could smell like
When Armaf entered the Indian market around 2016-17, it wasn’t an easy start. The space was already crowded with established global players, and competing at a fraction of their price meant Armaf had to do more than just exist.
Instead of following the usual path, Armaf, supported by its Indian partner Multi Import, focused on building both offline and online visibility. They also paid close attention to what Indian customers liked. The teams across the UAE, France, and India worked closely to launch perfumes that matched local preferences. One example is Dubai Chocolate, a scent created in the UAE and inspired by a traditional Middle Eastern dessert. It sold out in just two weeks in India which is a clear sign that Armaf was on the right track. India soon became one of its key markets, strengthening Armaf’s global presence by proving that luxury and accessibility could go hand in hand.
Challenging Global Giants
Today, Armaf is outperforming some of the most established names in the fragrance industry. On leading e-Commerce platforms such as Amazon, Armaf ranks among the top five brands in the luxury fragrance category. Even in premium offline retail spaces like Shoppers Stop, where the brand made its debut just a year ago, Armaf has quickly climbed the ranks. It is now outpacing several long-standing international brands.
Extensive Range with Something for Everyone
Armaf offers a wide selection of fragrance products for both men and women, including Eau de Toilette (EDT), Eau de Parfum (EDP), deodorants, body sprays, body mists, and curated gift sets. Its collection spans everything from everyday essentials to unisex blends, along with luxury Fragrances like Club de Nuit Intense Man, Club de Nuit Lionheart, Odyssey Collection and recently launched Club de Nuit Maleka EDP for women. The brand also introduces travel retail exclusives and limited editions, offering customers even more to explore. EDT and EDP remain at the core of its range.
With over 250 SKUs currently available in India, Armaf has built one of the most extensive assortments in the fragrance market, far beyond what most Indian or global brands offer.
Luxury, One Can Wear Every Day
Armaf stands out for two key reasons, namely affordable luxury and exceptional quality. While many global brands price their fine fragrances at ₹10,000 or more for a 100ml bottle, Armaf offers a comparable premium experience Starting from ₹3,000 onwards. This accessible pricing has made it a go-to for those who want elegance without the heavy price tag.
But Armaf’s edge isn’t just about cost. The brand places equal emphasis on quality and innovation. Armaf has launched Club de Nuit Maleka women perfume globally which is developed by Olivier Cresp, the man behind popular scents for brands such as Thierry Mugler Angel, Dior Pure Poison, Dolce & Gabbana The One for Men. Expert craftsmanship, paired with Armaf’s decades of expertise, results in perfumes that hold their own against the best in the business.
Strong Leadership Team
Ali Asgar Fakhruddin is the Chairman and leads the overall direction of the business. His son, Hamza Fakhruddin, Managing Partner and also managing Marketing & Social Media Space on a global level. For the Indian market, Zahid Khan shoulders the role of National Head Sales & Marketing where he manages sales, marketing, distribution, e-Commerce, and key accounts. The brand has also partnered with Abdullah Gigani, Director at Multi Import, who handles the entire import, distribution, and marketing for India.
Looking ahead, Armaf has two exciting plans lined up for the Indian market. First, the brand is preparing to launch Armaf Beauty, which has already made its mark globally. Second, Armaf is working on opening its first exclusive boutique in India. This space will offer customers access to the brand’s complete collection under one roof. Both the Armaf Beauty launch and the boutique are expected to be live by the end of this year.
Awards:
Armaf Club De Nuit Intense Man won an award (Category - Consumer fragrance of the Year) at Beautyworld 2022, an international exhibition held annually in Dubai.
