ARAFE is an emerging Indian brand founded by Nafees Haque with a vision to make premium-quality products accessible to a wider audience. Beginning its journey with fragrances through ARAFE Perfumes, the brand is focused on building a distinctive identity around confidence, elegance, individuality and personal presence. With its tagline, “Define Your Presence,” ARAFE reflects the belief that fragrance is more than something a person wears. It can become an important part of how an individual expresses their personality and identity.
The idea behind ARAFE grew from founder Nafees Haque’s personal interest in fragrances and his experience as a perfume consumer. Rather than moving quickly toward a large-scale launch, Haque took a step-by-step approach to developing the brand. He spent time understanding fragrances, testing products in real-world situations, collecting feedback and refining the concept before bringing ARAFE to customers.
That measured approach forms an important part of the brand’s foundation. Haque’s long-term vision is to establish ARAFE as a recognizable Indian brand associated with quality, accessibility and a premium customer experience. While fragrances are the starting point, the broader ambition is to eventually develop ARAFE into a lifestyle brand.
Arrisha Rashid, wife of Founder Nafees Haque and Co-Founder of ARAFE, has been closely involved in the brand’s journey from its early stages. She has contributed to product testing, provided feedback and supported the development and initial operations of the business. Together, Nafees and Arrisha are building ARAFE from the ground up with a shared vision for its future.
ARAFE’s current fragrance collection consists of two unisex Eau de Parfums designed for both men and women: ARAFE Azure and ARAFE Noir.
ARAFE Azure is positioned around a fresh and refined fragrance profile, offering a character suited to those who prefer a clean and sophisticated scent. ARAFE Noir takes a different direction with a warm, woody and sophisticated character. Together, the two fragrances provide customers with distinct options while establishing the foundation of the ARAFE Perfumes line.
An important milestone in the brand’s early journey has been making both fragrances available through major online marketplaces, including Amazon and Flipkart. This marks ARAFE’s progression from product development and testing to reaching customers across India through established e-commerce platforms.
At its core, ARAFE aims to deliver a premium fragrance experience without positioning luxury as inaccessible. The brand is working to create products that combine quality, affordability and a distinct brand identity, while gradually expanding its presence in the Indian market.
For Nafees Haque and Arrisha Rashid, ARAFE represents more than the launch of a perfume line. It is the beginning of a long-term entrepreneurial journey centered on building an Indian brand with its own personality and purpose.
With “Define Your Presence” as its guiding philosophy, ARAFE Perfumes is taking its first steps toward becoming a broader lifestyle name, one fragrance at a time.
Website: arafeperfumes.com
Instagram: @arafe.perfumes
