India — Just Merchant Things (JMT), the Indian fragrance brand founded by entrepreneur Ameer Merchant, is making headlines following its highly anticipated relaunch, with the brand reportedly selling more than 10,000 perfumes within its first 24 hours.
The remarkable response has quickly turned the relaunch into a viral moment, with influencers, celebrities and public figures reportedly spotted using and promoting JMT fragrances across social media.
A New Era for JMT
The relaunch introduced a refreshed identity for Just Merchant Things under the campaign “A New Era. A New Standard.”
The brand's latest campaign combines luxury-focused branding, premium fragrance positioning and an aggressive social-media strategy aimed at reaching a new generation of Indian fragrance enthusiasts.
Within hours of the relaunch, social media discussions around JMT began gaining momentum, with customers and creators sharing their experiences and showcasing the brand's fragrances.
According to reported company sales figures, JMT crossed the 10,000-perfume mark within 24 hours of the relaunch — a milestone that demonstrates the growing demand for the brand in India's rapidly expanding fragrance market.
Celebrities, Influencers and Public Figures
One of the biggest drivers behind the renewed attention has been the involvement of influencers, celebrities and public figures.
JMT has increasingly used celebrity collaborations and influencer marketing to connect its fragrances with a wider audience. The strategy has helped the brand create a strong social-media presence and position its products as aspirational lifestyle fragrances.
The brand has previously worked with Bollywood actor Emraan Hashmi on a promotional campaign. The Economic Times reported on the collaboration in 2023 and identified Ameer Merchant as the owner of Just Merchant Things.
The latest relaunch builds on that history, with JMT continuing to focus heavily on digital culture, creators and celebrity visibility.
The Fragrances Behind the Hype
Just Merchant Things has developed a collection aimed at different fragrance preferences, including fragrances such as Oud, Leather Blend, Pink Ambre and Araman Rose.
The brand's signature black-and-gold aesthetic has become an important part of its identity, giving JMT a recognizable premium appearance across its packaging, advertising and social media campaigns.
Rather than positioning perfume simply as an everyday product, JMT has focused on presenting fragrance as part of an individual's identity, confidence and personal style.
The Founder: Ameer Merchant
Behind the brand's growth is entrepreneur Ameer Merchant, the founder of Just Merchant Things.
Merchant has built his business interests around the combination of entrepreneurship, entertainment, branding and media. Public business profiles identify him with Just Merchant Things and JMT Entertainment.
His entrepreneurial approach has helped JMT develop beyond a traditional fragrance business, with the company placing significant emphasis on marketing, celebrity collaborations, social media and digital commerce.
The strategy reflects Merchant's wider vision of building brands that can operate at the intersection of business, entertainment and popular culture.
More Than Just a Perfume Brand
The latest success suggests that Just Merchant Things is attempting to establish itself as more than another fragrance label in India's competitive perfume market.
With its growing online presence, celebrity and influencer attention, expanding fragrance collection and strong visual identity, JMT is building a brand designed around lifestyle and culture as much as fragrance.
The reported 10,000+ perfumes sold in 24 hours has g…
