Hyderabad has long been a city infused with aromatic traditions. From the arcades of Moazzam Jahi Market to the bustling kamans of Charminar, traditional attar shops are a familiar sight, reflecting the city’s deep-rooted perfume heritage. These shops, passed down through generations, continue to thrive as living symbols of Hyderabad’s rich olfactory legacy.
However, as the allure of luxury brands continues to captivate consumers, these traditional attar shops are undergoing a transformation. Local perfumers are now rising to the occasion, expertly recreating high-end fragrances that offer customers the luxury experience without the steep price tag.
From Faint Whiffs to Obsession
“When we started 10 years ago, Hyderabad’s perfume market was much smaller than it is today. Awareness of branded perfumes was limited, and the art of perfume-making was even rarer. If someone wanted something premium, Ajmal was one of the few options available in the city. For those on a tighter budget, Moazzam Jahi Market was their go-to,” shared Urooj Ahmed Khan, Managing Director of Al Haramain Perfumes.
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Al Haramain is proud to bridge the gap between luxury and affordable fragrances through its showrooms. Today, the brand has become a household name in Hyderabad, with four branches, including a prominent location at the esteemed Falaknuma Palace.
As the demand for premium fragrances continues to rise, newer names in the perfume industry are also making their presence known. Toufeeq Ahmed, for instance, established Perfume Valley three years ago in Hyderabad, leveraging decades of experience from his family’s 42-year-old perfume business in Saudi Arabia.
“When I moved to Hyderabad from KSA, I noticed that consumers weren’t particularly enthusiastic about perfumes. The fragrance market was small and heavily reliant on deodorants. Many perfume enthusiasts were also fixated on Middle Eastern fragrances. So, I opened my shop to offer Hyderabadi consumers a taste of quality and richness,” Toufeeq shared with Siasat.com. Today, Perfume Valley boasts two branches in the city.
The Art of Perfume Duplication
“We believe that fragrance is an emotion connected to memories, and everyone wants to keep their special moments close. This inspiration led us to explore the art of perfume recreation, enabling customers to cherish their unique experiences through scent,” said Syed Abdul Salaam, co-founder of Walker Perfumes, a five-month-old startup in Hyderabad.
“When a customer approaches us to recreate a luxury fragrance, we typically purchase the original perfume, study its notes, and recreate it. However, we also have customers who wish to modify a scent. Understanding the tastes of Hyderabadis allows us to seamlessly incorporate traditional Hyderabadi notes. These customized perfumes have been a significant hit among our clientele so far,” Salaam explains.
Perfume Valley’s Toufeeq has also embraced innovation in perfume recreation. Acknowledging the growing demand for authenticity and quality, he began importing the same raw materials used in luxury perfumes for in-house cloning. “By sourcing these high-quality ingredients and offering clones, we can provide our customers with an authentic fragrance experience at a more affordable price point,” Toufeeq explains. “Additionally, we have a make-your-own-fragrance section in our store, allowing customers to create something unique just for themselves.”
Moreover, Urooj emphasizes that it’s a common misconception that perfumers can simply smell and recreate a fragrance. While a keen sense of smell aids in understanding fragrance profiles, the actual process is much more complex. Most of their skilled perfumers are based outside India and are involved in formulating high-end brands like Dior. Al Haramain sources its formulas from these expert perfumers, primarily located in Spain, ensuring they deliver high-quality recreations.
Additionally, both Toufeeq and Urooj highlight that increasing the concentration of fragrance in inspired versions can make them last longer than the original perfumes. This characteristic has made inspired fragrances increasingly appealing to consumers, drawing them toward these affordable and high-quality alternatives.
Sought-After Luxury Scents
As the trend of perfume recreation continues to flourish, specific luxury brands have become especially sought after by consumers. According to Toufeeq, customers frequently seek recreated versions inspired by current trends and popular personalities.
For example, following Shah Rukh Khan’s viral interview where he mentioned using Dunhill and Diptyque, there was a surge of interest in those fragrances,” Toufeeq explains. “However, we always make it a point to educate our customers about what suits them personally, regardless of a celebrity’s choices. While Shah Rukh Khan blends both perfumes, that combination might not work for everyone. Therefore, we assist our customers in layering their fragrances to help them find their perfect match.”
Urooj also agrees that customer preferences evolve with trends. “A few years ago, brands like Armani and Gucci were the most sought after. Now, as people become more knowledgeable about perfumes, there is a growing demand for niche brands like Tom Ford, Xerjoff, Creed, and Bulgari.” This shift in consumer awareness and preference reflects an increasing appreciation for unique and high-quality fragrances in Hyderabad’s perfume market.
Salaam adds that there isn’t a single brand dominating the market. “While we do receive the most orders for YSL and Dior, I believe people are exploring the perfume market like never before. As the quality of life in Hyderabad improves, residents are more inclined to experiment, which bodes well for the future of these recreated versions.”
