`Scent of tradition’: Berket and Sons, spreading fragrance for 75 years

Hyderabad: In the heart of MojamJahi market, a sweet fragrance wafts through the air, beckoning passersby to a legendary attar shop that’s been standing tall for 75 years.

Berket and Sons Perfume is more than just a shop- it’s a tradition, and a symbol of excellence. Founded in 1951 by Mohd. BaseerUllah Siddiqui, the shop has been carrying forward the family legacy with passion and dedication.

Mohd. NaseerUllah Siddiqui, the third-generation owner, is carrying forward the family legacy with the same passion and dedication as his predecessors. The shop is famous for its Arabic perfumes, especially Safa Marwa, which is a bestseller. “All the Arabic perfumes are famous, and Safa Marwa is the one that sells the most,” he says. The shop gets its sources from the factory, and most of the perfumes are sandalwood-based. Sometimes, they even get raw materials and make their own unique blends.

What sets Berket and Sons apart is their unique service; the shop is known for its ability to customize perfumes. “If someone brings in any perfume, we use that to make a replica of it,” he adds. This unique service has attracted customers from far and wide, including those from Saudi Arabia and Oman. The shop also sells a range of scented incense sticks, room fresheners, dhoops, agarwood, and sandalwood powder.

“Natural attars were sold mostly back then, and even till today, people from different corners swarm in to buy them,” he says. Some of the popular natural attars include Jannat-e-Firdaus, Majmua, Pahadiphool, Niloufer, and Khas. “A lot of customers from Saudi Arabia and Oman come in regularly to buy”, he says.

In fact, the shop even supplied Oudh attar to the Nizam back then. “The munshi (clerk) used to come specially to buy them from us,” he adds. When asked about how the shop is different from others, Naseer says, “I don’t compare myself with anyone; there’s nothing like that. I believe in working hard, and I’m just carrying the legacy with the same passion that my father and grandfather carried once.”

As Ramzan approaches, Naseer is expecting a good crowd, especially in the evenings. The prices at Berket and Sons range from ₹200 to ₹22,000, making it accessible to people from all walks of life. The shop has adapted to the changing times and now sells online as well. “Online markets have definitely impacted our business, and even though we decided to sell it online,” he says.

With a legacy spanning three generations, Berket and Sons Perfume is more than just a shop – it’s a tradition, a legacy, and a symbol of excellence. The shop’s commitment to quality and customer satisfaction has earned it a loyal customer base, and it continues to be a favourite among perfume enthusiasts.

As the shop prepares for another busy Ramzan season, Naseer’s passion for perfumery remains unwavering. He believes that attar has no boundaries, and his shop is evidence of that.

“We’re not just selling perfumes, we’re keeping a tradition alive.” - Mohd. NaseerUllah Siddiqui, Owner, Berket and Sons Perfume