BRND.ME’s Villain Launches Ultimate Oud Range in India, Strengthening Its Value-Premium Fragrance Portfolio

Villain, a fast-growing fragrance brand by BRND.ME , has launched its Ultimate Oud Range in India, deepening its play in the value-premium fragrance segment with a collection inspired by Middle Eastern scent profiles. The five-fragrance Eau de Parfum range comprises Azure Musk, Bukhoor Oud, Golden Oud, Smoked Oud and White Oud. Each fragrance is available in a 100ml pack with an ASP of ₹550, making oud-led perfumery more accessible to young, style-conscious consumers.

Inspired by Middle Eastern perfumery, the Ultimate Oud Range is built around depth, intensity and sophistication. Designed for consumers who prefer stronger, layered scent profiles, the collection moves across everyday wear, evening occasions and high-impact moments where fragrance becomes an extension of personal expression. Azure Musk brings bold style and presence, Bukhoor Oud is crafted for the daring man who seeks sophistication, Golden Oud reflects distinction and excellence, Smoked Oud channels ambition and fearlessness, while White Oud adds a refined oud-led profile to the range.

The launch strengthens Villain’s play in India’s value-premium fragrance segment. The brand’s portfolio comprises approximately 15 fragrances across 50 SKUs spanning 100ml, 50ml and curated gift sets, with 100ml packs contributing the largest share of sales. The 50ml format is emerging as the fastest-growing segment, enabling higher product trials and strengthening gifting relevance. As oud emerges as a fast-growing fragrance category in India, Villain is strengthening its portfolio in step with evolving consumer preferences and rising demand for richer, more distinctive scent profiles.

The Ultimate Oud Range builds on Villain’s existing fragrance momentum, with flagship scents such as Classic and Hydra together accounting for approximately 40% of total sales. The brand is also seeing encouraging traction across Middle Eastern markets, adding further relevance to its focus on oud-led, Middle East-inspired scent profiles.

Speaking on the launch, Ananth Narayanan, Founder and CEO, BRND.ME, said, “Oud carries a sense of intensity, power and sophistication, making it a natural fit for Villain’s fragrance universe. With the Ultimate Oud Range, we are bringing Middle-East inspired scent profiles to Indian consumers in an accessible value-premium format. The collection reflects our focus on creating distinctive fragrances that allow consumers to express confidence, individuality and presence.”

With the Ultimate Oud Range, Villain is building on its ambition to create a sharper, more distinctive fragrance house for young India. The launch brings together accessible premiumisation, bold scent profiles and a strong visual language, strengthening the brand’s position in a category where consumers are increasingly seeking fragrances that feel personal, expressive and statement-led.

At the group level, BRND.ME has achieved adjusted EBITDA profitability and operating cash flow positivity. The company reported approximately ₹1,500 crore revenue in FY25 and is targeting an FY26 exit run rate of approximately ₹1,700 to ₹1,800 crore, with operations spanning 16-plus global markets as it advances its ambition of building enduring global consumer franchises from India.

Villain is a fast-growing fragrance brand from BRND.ME , built around bold self-expression, confidence and a distinct masculine code. The brand offers perfumes and personal care products for young, style-conscious consumers, with presence across its D2C platform, marketplaces and quick-commerce channels.