About Harmar

Team

Aram

Founder — product, engineering and design

LinkedIn

Aram is an Armenian founder based in Yerevan. He spent seven years building an online career from Spain — over 10,000 hours of freelance work on Upwork, an Amazon FBA brand, and then an AI automation practice — before moving his work back to the Armenian market full-time.

He publishes AI education in Armenian on YouTube and Instagram, and writes հAIերեն, the first AI newsletter in the Armenian language. Harmar came directly out of that: his audience kept asking for a subtitle tool that could handle how Armenians actually speak, and nothing on the market could.

Harmar is a solo build — the product, the app, the API and everything running behind them are his own work. He builds it in public, posting the process, the failures and the decisions as they happen.

Find Aram at

LinkedInInstagramYouTubeTelegram — հAIերենPersonal site

Why it exists

Armenian is a low-resource language. The tools Armenian creators actually reach for — CapCut, Instagram's automatic captions, the wave of Whisper-based caption apps — either do not support Armenian at all, or support it badly enough that the output is not usable.

Code-switching is the harder half of the problem. Armenians do not speak Armenian in a clean stream: a sentence routinely carries Russian and English words inside it. Generic models transliterate those words into Armenian letters, or drop them, or invent something in their place.

So Armenian creators were typing their subtitles by hand, line by line, or publishing without any. Harmar was built for that gap specifically — tuned for Armenian from the start, rather than adapted from something that treats it as an afterthought.

The customers are Armenian-speaking creators, mostly between 20 and 35, publishing short-form vertical video. They work from a phone, they publish often, and subtitles are not optional for them — with muted autoplay, a video without subtitles is a video nobody finishes.

The product

Harmar is a web app. A customer signs in with Google, uploads a video from their phone or laptop, and gets back a subtitled video. Nothing is installed and no one at Harmar touches the file.

1. 01
   Upload

   The customer uploads a video in the browser. Mobile is the primary case — most of our users shoot and publish from a phone.

2. 02
   Transcribe

   Harmar works out what was said and exactly when each individual word was spoken. A typical 60-second Reel is done in about one to two minutes.

3. 03
   Edit and style

   A synced editor plays the video against the subtitles. Text, line breaks, timing and on-screen position are all editable, and a set of presets and fonts controls how the subtitles look.

4. 04
   Export

   Harmar renders the subtitles into the video and returns a finished MP4 at the source quality. Paid plans can also download SRT and VTT files.

• Armenian speech with Russian and English kept in the script it was actually spoken in
• Timing for every word, not one caption dumped over a whole sentence
• A full editor, because automatic transcription is never perfect and the customer should be able to fix it
• An optional second track: Armenian translated to Russian or English, or Russian and English translated to Armenian
• Subtitle presets, custom fonts, per-moment positioning
• A developer API for teams that want the transcription without the editor

How the business works

Harmar is a self-serve subscription SaaS. It is delivered entirely over the web, sold entirely online, and available worldwide to anyone who can sign in with a Google account. There is no sales call, no onboarding meeting, no manual step and no human in the loop between paying and using the product — a customer goes from landing page to a finished subtitled video without speaking to anyone.

Annual billing is twelve months for the price of ten. Live pricing and the full feature list are at harmar.ai/#pricing.

Company

Legal entity

Aram AI (Individual Entrepreneur / sole proprietorship)

Registered in

Yerevan, Republic of Armenia

Brand

Harmar — harmar.ai

Founded

2026

Contact

ciao@harmar.ai

Harmar is built in Yerevan. For anything not answered here — partnerships, press, API access or support — email us and a person will reply.