Aahan Chatterjee's Beauty Brand Project Qaafi Doesn't Slip into Cliches

Aahan Chatterjee, a 25-year-old Mumbai entrepreneur with a background in advertising and a family legacy in FMCG, launched Project Qaafi with the intent of shifting how Indian skincare is seen and experienced. Rooted in the phrase “Zyada nahi, bas qaafi”, the brand's idea is that care does not have to be excessive to be meaningful.

What began with hand creams, an often overlooked yet deeply essential part of daily self-care, reflects a quiet belief in thoughtful choices, measured formulations, and a sense of balance. During an exclusive interview with Robb Report India, Aahan states, “Skincare does not need to be excessive to be effective,” as he discusses building a label that prioritises clarity, realism, and intention.

RR: Why is the brand called Project Qaafi, and what does the name signal in terms of identity and philosophy?

Aahan Chatterjee: The name comes from daily language and personal expression. “Zyada nahi, bas qaafi” reflects our core belief that skincare does not need to be excessive to be effective. 

I feel skincare often swings between two extremes: either an intensive multi-step routine or a single product that promises to do it all. Qaafi sits in the middle, offering practical solutions that are considered realistic. We do not promise dramatic transformations, but we are also not encouraging the absence of care.  

Mindful consumption means using the right product in the right proportion for a specific need. We keep our launches limited and intentional because we are not interested in saturation. The name represents focus, clarity, and direction. 

RR: How has the definition of luxury in the beauty sector changed over the years, and where does Project Qaafi fit within that shift?

Aahan Chatterjee: Luxury in Indian beauty has evolved from being strictly Western and clinical to becoming more accessible and experience-driven. Skincare remains functional at its core, so it cannot exist purely as an indulgence. Project Qaafi sits in a contemporary space that is culturally aware without relying on traditional storytelling. The brand is modern, globally relevant, and not anchored in nostalgia or excess.

RR: Who are you targeting as a brand, and who is your consumer?

Aahan Chatterjee: We are not catering to a mass audience at this stage. Qaafi is positioned for individuals who are conscious about design, formulation, and lifestyle choices. They value intention and detail. The brand is gender-agnostic and speaks to people who seek specificity rather than generic solutions.

RR: How did you finalise the design, packaging, and formulations? Is there a story behind them?

Aahan Chatterjee: We worked with a Bombay-based design agency called Erth Co and began by defining what we did not want to look like. Indian skincare packaging tends to follow visible patterns, and we chose to move away from that. The design language blends minimal and maximal influences through textured surfaces, recycled paper, metallic tubes, black embossing, and bold typography. It is structured to feel distinctive and intentional, without leaning into gendered or predictable aesthetics.

RR: How do you build cultural resonance without slipping into clichés?

Aahan Chatterjee: Cultural relevance comes from understanding real conditions, not from visual symbolism alone. Indian climate, lifestyle and usage patterns directly inform how our formulations are developed. For example, our hand cream is designed for humidity, absorption, and daily usability in Indian environments. That is where true resonance comes from.

RR: Why did you choose to launch with such minimal products, and how does this support future growth?

Aahan Chatterjee: We launched one product to focus on an area that is often overlooked, hands. They are essential but rarely prioritised in skincare narratives. This approach allowed us to establish a clear identity and address a gap with precision. Long-term growth will come from deepening categories thoughtfully rather than expanding without structure.