About Us

In 2006, I landed in the UAE with the enthusiasm of a 23 year old, the determination to succeed an entrepreneur and passionate obsession for perfumery. Started with a trading office for perfumery ingredients until 2007, I joined the Code Parfum to develop perfumery and cosmetic products. I lead network of 70 outlets, 8 exclusive high-end perfume brands, and manage +350 people in 5 countries. My role focuses on managing a multiple-site and multi-brand perfume retail environment and deliver retail strategy throughout the region, including sales, budgets and customer service standards, maximizing sales, profitability and standards across the branch network by providing on-going support and continuous improvement of retail processes.

Working Experience
CODE PARFUM  Feb 2005 – Present
Perfumer / Co-Founder of Code Parfum / Retail Director



Creating Arabic and French fragrances
Creating the perfumes; from the raw material to finish to product. Have the sources for cosmetics.
Developing new types of Flavors & Fragrance, those also comply to all local rules & regulations.
Liquid flavors. (Confectionery, Fruits, Dry fruits, Whisky, Rum, Gin, Tobacco & etc…)
Preparing the olfactory for Flavors & Perfumes (RMs and FGs).
Making mixing process of perfume products in small samples and bulk quantities

Perfume analysis and blend analysis.
Visits compounding and distillation areas and determines, by smelling, odor qualities of prepared materials
Making analytical reports of finished products to analyze the process
Approves batches for finishing, from knowledge of odor characteristics and odor blends conforming with customer or laboratory standards
Resmells sample in air-filtered room, using blotter strips dipped in aromatic chemicals to evaluate fragrances for specific characteristics, such as odor, body, harmony, strength, and permanence
Compares odor and color of current sample with samples of previous batches
Rejects batches not meeting criteria, and notifies distillation personnel to redistill product
Testing tools GC Analysis, pH meter, Viscometer and UV Spectrometer
Maintaining quality of receiving packing raw materials and finished products
Vendor audits & vendor development for raw materials & packaging materials
Responding & trouble shooting customers query and complaints



  • Coordinating all activities related to packaging designing, raw materials and components outsourcing for Code Parfum perfume brands.
  • Create fragrance and cosmetic development strategy by providing olfactive guidance.
  • Analysis client olfactive strategy and fragrance selection process, building action plan
  • Developing new products, writing marketing contents, slogans, brand literature.
  • Managing external and in-house production and quality control of products.




Was involved in setting up of the factory right from the installation stage which includes the storage & Mfg. tanks to other utilites like air compressor from Italy, chiller filtration unit (Vatron Mau), & production machineries (Filling Machinery) like Vatron, Tirelli Tribloc , labeling m/c, batch coding m/c (Domino), and overwrapping, cellowraping m/c from sollas, Holland, etc..

Was responsible for setting up the laboratory.

Planning — drawing up details of the materials and machinery needed to meet an order, setting quality standards and estimating timescales and production costs.
Control — making sure that production schedules are followed, monitoring progress and adjusting schedules if problems occur, like mechanical breakdown.
Supervision — managing the day-to-day running of the production line, organizing staff, and making sure teams meet production targets.
Preparation of QC reports/documents for all incoming raw and packing materials
Analysis of Flavors & fragrances


Worked on company formation like setting perfume factory which includes collection of legal data, assisting PRO for legal formalities and further co-ordination.
Arranging the complete interior set up for the factory and office including safety measures etc,
Effective co-ordination and sharing the ideas with product development team.
Logistics arrangements for all the materials and machinery procurement.
Insurance arrangements for products, factory and staff.
Negotiating with suppliers for purchase and service oriented jobs.
Procurement of machinery, raw materials for perfume and shampoo products.
Follow up of day to day activities with Administration Dept.


Very good experience in market analyses especially the GCC market.
Organizing advertisement activities from design to media(Newspaper,magazines and out door)
Arranging the events participation like exhibition and trade fair to promote the product.
Selecting and negotiating suitable locations for new point of sale, follow-up on interior design, fit out and opening of new shops
Planning sales promotion after studying the market for the competitor’s activities.
Budget preparation for media plan and further disposal.
Preparing marketing program for Sales personnel.
Continuous follow up with the sales team.
Efficiently monitoring the competitor’s activities and assists in further controlling operations.
Monitoring the points of sale across the UAE including Human Resources, Staff Training, Operations, Brand development and Marketing
Organizing and running marketing events such as exhibitions and promotions in UAE, Kuwait, Qatar and KSA.
Managing Administration, Accounts, HR and marketing for the outlets as well as the head office.
Budgeting and Planning the brand strategy, implementing new IT Solutions, Franchise programs, future expansion plans.
Identify the requirements for the changes and make improvements in the current market segment.
Utilize the resources as well by finding out an effective way to develop a product
Understand the customer needs and then change them in to business objects.
Strategy planning as well to implement them for the new product and services.
Experimenting different and innovative ideas
Strong observation skills to identify the opportunities of the business
Extraordinary leadership skills and the ability to motivate the people in the project.
Strong ability to gauge the risks involved in a particular venture


1) Beauty World Middle East 2010

    Dubai International Convention and Exhibition Center, Dubai.
    (The largest trade fair for Perfumes & Cosmetics)

2) CHEM 2010

    Dubai World Trade Center,
    (The largest international trade fair for Chemicals & Oil Refinery)

Educational Background

2004 Annamalai University, India
B.Sc (Chemical Engineering)

Skills & Expertise

Retail, Product Development, Marketing, Management, Brand Development, Fragrance Development, Perfumery Training Development

Closing Skills

Motivation for sales

Prospecting skills

Sales Planning

Selling to customer needs

Territory Management

Market Knowledge

Presentation Skills

Energy Level

Meeting Sales Goals