How AdilQadri Is Modernising India’s Attar Industry With A D2C Spin

Adil Qadri was on the scent to do something on his own. Dropping out of the school at an early age because of asthma, and driven by his entrepreneurial spirit, the man sniffed potential in the family’s small-scale business of attars and fragrances.   

AdilQadri Perfumes was born out of his plight and passion. Qadri combined his expertise in technology, which he had achieved during his earlier stints in mobile repairing, website designing, and digital marketing, with his deep-rooted links to perfumery. AdilQadri was launched as a D2C luxury attar and perfume brand in 2018 with focus on modernising traditional scents while keeping them accessible. 

His experience in online business, dropshipping and apparel ecommerce helped shape the business. Although his earlier attempts didn’t fetch him much success, they left him enriched with precious lessons in business and branding.

AdilQadri’s Fresh Spin On Fragrances

Qadri saw potential in modernising the largely unorganised and fragmented attar market while ensuring quality through strict standardisation. To achieve this, the brand ensures consistency in every batch with stringent quality control, which sets it apart in a market where attars vary not just by fragrance but also by longevity and purity. 

Considered old-fashioned, attars have limited appeal to younger consumers. AdilQadri blends traditional Arabic perfumery with modern French notes, making them more relevant to today’s consumers. 

AdilQadri also differentiates itself by replacing outdated packaging with a fresh design, focusing on branding, and introducing Attar Gift Sets to reach a wider audience.

Crafting Scents That Resonate With GenZ

In just a year, the D2C brand has grown from INR 17.55 Cr in FY23 to INR 80.1 Cr, further surpassing INR 120 Cr in CY2024. Throughout 2024, it consistently received over 1.2 Lakh orders each month.

AdilQadri has expanded its offline presence by opening 20 outlets last year, taking the count of exclusive brand outlets past 40 across India. The AdilQadri attars and perfumes are also available on major marketplaces like Amazon, Flipkart, Zepto, Blinkit, and Nykaa, which further widens its reach.

The brand shot to fame after its appearance on Shark Tank India Season 3, which gave a significant boost to its visibility. It secured a deal with Vineeta Singh, CEO of SUGAR Cosmetics, for INR 1 Cr in exchange for 1% equity.

Looking ahead to 2026, the brand aims to strengthen its online presence while rapidly scaling its offline footprint with two more exclusive brand outlets planned for every month. On the financial front, it aims to generate INR 200 Cr revenue in FY25.

[Authored By Pooja Yadav]