Hoor 72 — Building a Regional Fragrance Brand for Jammu & Kashmir

Client overview

Hoor 72 is a fragrance brand based in Anantnag, Jammu & Kashmir, built around the general trade market. The founders identified strong regional demand for attars and perfumes and set out to build a brand tailored to local consumer preferences — pricing, fragrance profiles and presentation all calibrated to the state's retail rhythm.

How the partnership began

The founders first came across Fragrance & Fashion through our social media content. After early conversations, they visited the Moriya facility in person to discuss their vision. Their goal was a fragrance brand specifically designed for the J&K market, where attars enjoy strong consumer demand and deep cultural acceptance.

The challenge

The client wanted to:

• Enter the market with a wide range of attars
• Maintain attractive pricing for the general trade channel
• Ensure fragrance quality and batch-to-batch consistency
• Build a scalable fragrance business with long-term growth potential
• Create products that appealed to local consumer preferences

Our approach

Phase 1 — Launching with 6 ml attars

Based on market research and local demand patterns, the brand launched with 24 attar variants in a 6 ml format — fragrances designed specifically for the regional market.

Our team supported:

• Fragrance selection and development
• Product planning
• Manufacturing
• Quality control
• Production execution

The wide range gave retailers something for every customer preference and put the brand on multiple shelves from the start.

Phase 2 — Premium expansion

Following the success of the 6 ml range, Hoor 72 expanded its portfolio into 12 ml premium attars and premium attar combo packs — moves that attracted higher-value consumers while raising average order values for retailers.

Phase 3 — Entry into perfumes

After establishing itself in the attar segment, the brand moved into perfumes. We supported the transition by developing perfume products that matched the brand's quality standards and price positioning, enabling Hoor 72 to expand its customer base, increase retailer penetration and compete in higher-value fragrance categories.

Why it worked

Results

• Entered the market with 24 attar variants in the 6 ml format
• Built a strong foothold in J&K's general trade channel
• Expanded into 12 ml premium attars and combo packs
• Added perfumes as a new product category
• Achieved solid retailer and consumer uptake across the state
• Established a repeatable model for ongoing product launches

Where Hoor 72 is today

Hoor 72 is now one of the most recognised fragrance brands in Jammu & Kashmir's general trade. What started as a regional attar play has grown into a broader fragrance business with products spanning attars, premium attars, and perfumes — and the range keeps expanding.