The Aroma Of Success AJMAL PERFUMES
TMM|May 2021
Ajmal Perfumes is a brand with a rich heritage acquired through almost seven decades of experience and know-how in the intricate art of perfumery.

A true innovator and a pioneer in the creation to the marketing of perfume products to a global clientele, today, the brand stands as the epitome of sophistication, innovation and excellence. As the brand steps into another innovative collaboration with AND and Global Desi, TMM asks Abdulla Ajmal, Business Mentor, and Perfumist, NHA Division, Ajmal & Sons – India and Saurav Bhattacharya, Operations, Ajmal & Sons – NHA Division, India to share an insight of the vision, mission, and the role digital marketing is playing as a potential tool for the brand.

AND Mystique Elegance Eau De Parfum Mystique Elegance is a fragrance enveloping the women in scent of vanilla & pink pepper wrapped in bouquet of lotus, honey suckle & peony flowers. Shop Now
Global Desi Dreamy Daze Eau De Parfum Dreamy Daze is as majestic as its name which will give you the wonderful experience. It is a magical fragrance defined by signature of bergamot, patchouli & peach, laced with sweet amber to radiate warmth & grace at the fragrance’s heart. Shop Now

Tell us about the collaboration between AND X Global Desi X Ajmal Perfumes. What is so unique about it?

AA: It all started nearly two years ago House of Anita Dongre needed a global expert that truly understood Indian olfactive sensibilities. Ajmal with its ability to transcend from farm-to-fragrance i.e., raw materials and ingredients to final products with a focus on superior craftsmanship was also in search of a partner with similar DNA to collaborate in the fashion and lifestyle space. The timing was right and we sealed an alliance with them to leverage our global expertise and unique understanding of Indian olfactive sensibilities with their similar ethos of quality and craftsmanship.

Tell us about the new range of perfumes that have been launched under this collaboration.

AA: For this collaboration, our R&D team constantly monitored the olfactive trends and built an understanding of consumer behavior, product preferences, and competitive landscape between these 600 women from AND & Global Desi. The result was 8 archetypes, each one embodying a different aspect of the AND or GLOBAL DESI woman. The AND range tries to capture the spirit of the AND Woman – playful and delicate, lively and cheerful, calm and collected and headstrong yet dreamy. While the archetypes for Global Desi allude to the free-spirited, alluring and mystical facets of the Indian woman who is artistic and creative in her temperament. AND Fragrances are designed to appeal to the palette of well-traveled, fiercely independent, confident women who are drawn to fluid silhouettes, soft colors & botanical elements.

Global Desi Soulful Trance Eau De Parfum Soulful Trance is a unique combination of fresh green, aquatic notes along with amber, woody & tonka vanilla nuances. This perfume comes with an irresistibly fresh fragrance, which is a blend of highly rich ingredients. Shop Now

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