“Change is essential with changing times,” say Aqib Ali and Mohd. Shariq, Directors of Fai International. After nearly two years of intensive research, the company has developed a range of ten different body perfumes based on the notes of pure traditional attars. Mohd. Shariq claims that, unlike many conventional fragrances that rely primarily on alcohol, Fai International’s perfumes are formulated using pure natural essential oils.
MBA graduates Mohd. Shariq and Mohd. Aqib founded Fai International three years ago. According to them, the company’s best-selling fragrances include Sapphire, One Billion, Majestic, Oud Safi, and Infinity. The Oud-based fragrances, in particular, offer a rich woody note that has been well received by consumers.
According to Mohd. Shariq, natural attars have always been part of India’s fragrance tradition. Fai International has modernized this heritage by developing ten distinct body perfumes using advanced techniques while preserving the traditional method of perfume creation. Each fragrance is designed around a unique olfactory profile, allowing consumers to choose according to their personal preferences whether they prefer woody, aquatic, citrus, or other fragrance notes.
He believes these perfumes represent the natural evolution of traditional attars into modern perfumery. Built on a completely natural base, the fragrances remain on the skin for 10 to 12 hours.
The products are priced as follows:
- 100 ml Body Perfume: ₹1,499
- 50 ml Body Perfume: ₹999
- Combo Pack: ₹600
- Smallest Pack: Starting at ₹500
The founders explained that while their family-owned business, Huma Trading, has long served the pan masala and tobacco industry in the B2B segment, Fai International has been established as a B2C brand, catering directly to consumers.
Mohd. Shariq received his initial business training at Huma Trading. He credits his father, Munna Bhai, and his elder uncle, Wasit Bhai, for helping him develop a body perfume that stands apart from products currently available in the market.
According to him, extensive research went into creating the perfume compounds. “Anyone who smells our perfume is likely to buy it,” he says confidently. The formulations are based on natural ingredients and incorporate high-grade Ambroxan, valued at around ₹60,000–70,000, along with pure sandalwood oil. The company uses natural sandalwood oil to create a strong fragrance base and adds only a minimal quantity of alcohol. This naturally increases production costs, but the company still offers its 100 ml perfume at approximately ₹1,599, while similar premium products from leading brands often retail for around ₹4,000. Their objective, he says, is to make premium-quality fragrances available at affordable prices.
Fai International is also preparing to launch a range of naturally packaged fragrance products at accessible prices. According to the company, these products will be so pure that customers can have them tested at any laboratory.
Mohd. Shariq points out that the current fragrance market is dominated by synthetic products, whereas Fai International’s fine fragrances will be 100% natural.
One of the company’s upcoming offerings is 6 ml of Natural Ruh Gulab, priced at ₹6,000. He notes that comparable products from established brands are priced at approximately ₹22,000 per tola, whereas Fai International intends to offer the same quality at a significantly lower price. Since Ruh Gulab costs nearly ₹5.5 lakh per kilogram, the company places greater emphasis on quality and accessibility than on maximizing profits.
According to Mohd. Shariq, profit maximization is not the company’s primary objective. Instead, the focus is on delivering genuine, natural, and high-quality fragrance products to consumers.
With a fresh identity and unique branding, Fai International is also preparing to enter the export market. The founders believe that the demand for packaged perfumes has grown rapidly after the COVID-19 pandemic, as consumers have become increasingly health-conscious and now prioritize quality over price.
The company is also working on a premium range of incense sticks, which will feature high-quality fragrances and attractive packaging. According to the founders, the incense sticks will be so richly fragranced that burning a single stick will fill an entire room with its aroma.