Saad Afridi

Saad Afridi is a Pakistani entrepreneur, educator, and brand strategist known for building purpose-driven businesses and impactful brands. He is the Founder & CEO of Scents N Stories, Exitbase, and Ethical Will.

Under his leadership, Scents N Stories has grown into Pakistan’s largest perfume specialty retail chain, operating 43 outlets and employing more than 300 people. The brand has become a notable success story in Pakistan’s retail and fragrance industry through its focus on accessibility, branding, customer experience, and strong storytelling.

Saad is also the founder of Exitbase, the country’s largest marketplace for buying and selling businesses, helping entrepreneurs explore acquisition, investment, and exit opportunities. In addition, he launched Ethical Will, a platform designed to simplify the process of writing wills in accordance with Islamic guidance.

He is a graduate of the Institute of Business Administration (IBA), Karachi, and serves as a trainer at the IBA Center of Entrepreneurial Development, where he contributes to the development of aspiring entrepreneurs and business leaders.

Saad frequently speaks about building a strong “why” behind a business, brand building, content creation, and overcoming mediocrity through storytelling. His philosophy emphasizes that successful businesses are not built solely on products or services, but on purpose, narrative, and meaningful customer connection.

Through his ventures, training sessions, and public speaking engagements, Saad Afridi continues to inspire entrepreneurs across Pakistan to build ethical, impactful, and scalable businesses that create both economic and social value.