“I am Ghulam Mohammad Fareed, and my family has been making attars for nearly 185 years under the name Nizam Attar. For the past 25 years, I have been carrying forward this tradition from our shop near Charminar.

My great-grandfather’s father started this business in 1840, bringing with him the expertise of traditional Kannauj perfumery, known for its rich heritage in natural, alcohol-free attars. When he presented his attars to the then Nizam of Hyderabad, his fragrance and purity impressed the royal court. He was granted permission to establish a shop in Charminar, and in honour of this association, the shop was named ‘Nizam Attar.’ Since then, our family has been dedicated to crafting fine attars using traditional methods, a legacy that continued through the reign of Mir Mahbub Ali Khan Pasha and beyond.

Making attar is a time-taking process. We slowly distill flowers and herbs into sandalwood oil, allowing the fragrance to mature naturally. This method has remained unchanged for generations. People use attar for prayers, weddings, and daily wear. Some of the most popular attars include Ruh Gulab (pure rose), Shamama (a blend of spices and florals), Oudh (agarwood-based), Amber (warm and earthy), Majmua (a mix of different florals), and Mitti attar (which captures the scent of rain on dry earth).

Attar holds a special place in Hyderabad. Since it is natural and alcohol-free, it is often applied before prayers and Iftar, especially during Ramadan time. Many use it before Taraweeh, believing it enhances focus and devotion. Musk, Oudh, and Amber are especially preferred during this month, and attar remains an integral part of spiritual and cultural traditions.

The world is changing, and younger perfumers are exploring new blends, mixing old and new ideas. But the connection to the past remains strong. Even after nearly two centuries, our family continues to make attars the traditional way. As long as people value heritage, Nizam Attar will continue to be a part of their lives for generations to come.”