Founders & their story

• Adil Qadri

Adil, a resilient individual who battled asthma since childhood, had to part ways with formal education at the tender age of 5. However, his unyielding spirit led him to become a devoted student of life in Bilimora, Gujarat. He found his passion in the world of premium fragrances, a domain often overshadowed by the prevalence of deodorants and perfumes. Despite facing adversity, Adil’s brand, rooted in the rich tradition of attars, has made a significant mark in the contemporary market. Offering long-lasting scents in modern and attractive packaging, the brand processes an impressive 3,000 orders daily across various platforms, enjoying the status of a best-seller on both Amazon and Flipkart. The cumulative orders have soared to an impressive 10 lakhs, with a notable customer base in Mumbai, Dubai, and Gujarat.

Adil aspires to elevate his brand to the pinnacle of global recognition among premium fragrance lines. His journey began in 2005 when he dropped out of school, dedicating the subsequent years (2005-2012) to acquiring diverse skills and knowledge through various courses. In 2014, he embarked on a digital marketing journey, specializing in SEO and laying the foundation for his direct-to-consumer (D2C) website and affiliate marketing endeavors from 2014 to 2018. His entrepreneurial venture is unique in that it addresses a gap in the fragrance market, particularly attars, which constitute 10-20% of the colossal 2000 crore rupees fragrance industry. Drawing on his father’s expertise in the fragrance sector spanning two decades, Adil has recently launched a range of perfumes that align with contemporary preferences.

Despite being relatively new to the market, the brand has garnered a substantial following, especially among the male demographic, attaining a notable 3.8 rating on Amazon. Adil serves as the charismatic face of the brand, leveraging his two Instagram accounts with follower counts of 62k and 125k to amplify its reach. With an eye on the future, Adil envisions his brand joining the ranks of the world’s premier fragrance labels, backed by a compelling story of perseverance, innovation, and a commitment to reviving the allure of attars in the modern era.

About the company:

At the helm of the “Adil Qadri” brand is its Founder & CEO, Adil Qadri, the visionary force shaping an indigenous enterprise dedicated to premium perfumery. Renowned for its outstanding quality and luxurious fragrances, the perfume collection curated by Adil Qadri stands as a hallmark of excellence. Adil Qadri’s entrepreneurial journey is a testament to his resilience and determination. Rising from challenges, he has not only established a brand but has elevated it to a symbol of sophistication and indulgence.

Understanding the evolving lifestyles of his devoted consumers who exclusively prefer attars, Adil Qadri has introduced a fresh variety of these exquisite fragrances. Tailored to meet the contemporary expectations of the times, these attars offer a diverse array of scents suitable for both formal and casual occasions. In essence, “Adil Qadri” is not just a brand; it is the embodiment of premium quality products, crafted with dedication by a founder who has navigated challenges and emerged triumphant in the world of high-end perfumery.

Revenue: 

As of August 23, the brand has achieved noteworthy sales of 6 crores, demonstrating robust performance. The annual Revenue Run Rate is projected to be between 80-90 crores, with a significant 95% of sales occurring online and an average order value of Rs 800.

In the preceding fiscal year 2020-21, the brand achieved a revenue of 5.3 crores, accompanied by an EBITDA of 3.5%. Moving into the subsequent fiscal year 2021-22, the brand doubled its revenue to 10 crores, though the EBITDA margin slightly decreased to 1.5%. The subsequent fiscal year, 2022-23, marked a substantial leap with a revenue of 20.7 crores, though the EBITDA margin decreased to 1%.

Looking ahead, the brand has ambitious revenue projections for the fiscal year 2023-24, anticipating a range of 80-90 crores. However, it’s important to note that there is an expected burn rate of 5%, indicating strategic resource allocation for growth and expansion. In terms of financial structure, the brand carries a total debt of 6 crores from Non-Banking Financial Companies (NBFCs).

Founders’ Ask 

1 crore for 0.5% equity at the valuation of Rs. 200 crores.

Offers:

Vineeta: 1 crore for 1% equity at the valuation of Rs. 100 crores and 1% Royalty until the 1 crore is recouped.

Final Offer

Vineeta: 1 crore for 1% equity at the valuation of Rs. 100 crores and 1% Royalty until the 1 crore is recouped.