As proud Indians, we want to bring the best to India: Consulting perfumer Abdulla Ajmal

Ajmal Perfumes is looking to strengthen its presence in India, with third-generation family member and consulting perfumer Abdulla Ajmal describing the brand's renewed focus on the country as a "ghar wapsi".

The Dubai-based Indian perfumer said the company wants to bring its expertise and a wider range of fragrances to Indian consumers, where perfumes and traditional scents have deep cultural roots.

Ajmal Perfumes was founded in India in 1951 by Abdulla's grandfather, Haji Ajmal Ali. The brand now offers more than 300 fragrances, with oud — a highly valued fragrance ingredient — being among its most prized offerings. Abdulla refers to oud as "liquid gold".

Speaking to IANS in Dubai, Abdulla said the company is particularly optimistic about India's fragrance market and wants to make Ajmal one of the first names consumers associate with perfumes.

"We are focusing on India. Being proud Indians, we want to bring the best to our own country," he said, noting that fragrance has historically been an important part of Indian culture.

He pointed to traditions such as women wearing gajras in southern India and the use of flowers in religious rituals as examples of the country's longstanding connection with fragrance.

"It has been a part of our culture... It just got lost for a while, but it's coming back and I've termed it 'ghar wapsi'," Abdulla said.

Born in Mumbai, Abdulla moved with his family to the UAE in 1988. He later studied in the UK, completing a Bachelor's degree in Marketing followed by an MBA specialising in International Relations from Huron University.

According to Abdulla, India currently represents a major opportunity for Ajmal as consumer interest in fragrances expands beyond traditional attars and fragrance oils.

He believes the perception that Middle Eastern fragrances are limited mainly to attars is a "mental block" resulting from limited awareness of the wider fragrance category.

"People have not been involved in this category, so everything they think is the most basic," he said, adding that greater exposure could help consumers understand the variety of fragrances available.

Ajmal also faces competition from established international perfume brands that have expanded aggressively in the Indian market. Abdulla, however, said the company believes its understanding of local preferences gives it an advantage.

Ajmal products are already available through channels including duty-free outlets, modern retail and multi-brand stores. Abdulla said the company focuses on developing fragrances suited to different regional tastes rather than relying on a single approach for the entire country.

"The first thing is that the product is created bearing in mind the Indian palette," he said.

The company is also positioning itself beyond the premium luxury segment. Abdulla said Ajmal wants its products to be accessible to middle-class and upper-middle-class consumers who can purchase perfumes regularly and return to buy them again without putting excessive pressure on their budgets.

This approach reflects a broader shift in India's fragrance market, where perfumes are increasingly being viewed as everyday lifestyle products rather than occasional luxury purchases.

Abdulla acknowledged that building the brand into a leading name in India would take time. He said Ajmal's strategy would be to understand regional preferences closely and build stronger connections with customers as the company expands.

"Our brand is not just targeted at the wealthy 10 percent," he said, stressing that the company's long-term ambition is to make quality fragrances accessible to a much wider section of Indian consumers.