# 474 | Scents N Stories CEO: We Have 40+ OUTLETS Across PAKISTAN! | TBT

An episode of [Thought Behind Things](https://invisiblenetwork.ai/podcast/1532974013), 22 Oct 2025, 2 h 07 min.

Audio: https://anchor.fm/s/36c5ffa4/podcast/play/110044418/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-9-22%2F409749062-44100-2-3e22a4107515a.mp3

Find out more about Endeavor: https://pakistan.endeavor.org In this episode of Thought Behind Things, we’re joined by Saad Afridi, the Founder & CEO of Scents N Stories, Pakistan’s leading fragrance brand with over 40 outlets, 300+ employees, and one of the top 5 players in the country’s perfume market. From starting with men’s grooming products to building a nationwide perfume empire, Saad shares the story of how Scents N Stories grew from a small e-commerce experiment into Pakistan’s most recognizable fragrance brand. We explore: • Moving from beard grooming to online perfume sales • Building 40+ outlets across Pakistan using e-commerce data • Why Pakistan’s perfume market is more advanced than Indonesia & Bangladesh • Local manufacturing vs import, and how they keep costs low • Why luxury perfumes cost 30x more than theirs Socials: TBT’s Instagram: https://www.instagram.com/thoughtbehindthings/ TBT’s TikTok: https://www.tiktok.com/@tbtbymuzamil TBT’s Facebook: https://www.facebook.com/thoughtbehindthings TBT Clips: https://www.youtube.com/@tbtpodcastclips Muzamil's Instagram: https://www.instagram.com/muzamilhasan/ Muzamil's LinkedIn: https://www.linkedin.com/in/muzamilhasan/ Saad's LinkedIn: https://www.linkedin.com/in/msaadafridi/ Special thanks to Kickstart for providing us with the studio space. You can find out more about them at: https://kickstart.pk/ Credits: Executive Producer: Syed Muzamil Hasan Zaidi Associate Producer: Saad Shehryar Publisher: Talha Shaikh Editor: Jawad Sajid

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