ParfumPlus Arabia

overall carbon footprint through energy-efficient production by utilising Solar panels across our state-of-the-art facility. PP : IN WHAT WAYS ARE YOU PUSHING BOUNDARIES, WHETHER IN FORMULATION, PACKAGING, MARKETING OR CUSTOMER EXPERIENCE, TO CREATE DIFFERENTIATION? TK : Our differentiation lies in merging Arabian perfumery traditions with international storytelling and design standards. We’re pushing boundaries by investing in bold packaging concepts that stand beside luxury global brands, while ensuring accessibility in pricing. We also focus on digital storytelling and immersive brand experiences, from influencer collaborations to interactive in-store experiences. The upcoming rebrand of 1/6th of Rasasi led by Saleem Kalsekar, the eldest of the 6 brothers, for example, is designed as a cultural moment. PP : HOW DO YOU SEE THE ROLE OF E-COMMERCE AND ONLINE ENGAGEMENT EVOLVING, AND WHAT STRATEGIES ARE YOU IMPLEMENTING TO STRENGTHEN YOUR PRESENCE? TK : E-commerce is no longer secondary; it is a core channel. We’ve invested heavily in multi- channel online sales across Amazon, Noon, and our own brand websites. Beyond sales, digital platforms allow us to create communities through influencer partnerships, TikTok campaigns, and WhatsApp engagement. Looking ahead, we’re focusing on personalised customer journeys, AI-driven recommendations, and stronger data analytics to ensure we meet customers wherever they are. “Our differentiation lies in merging Arabian perfumery traditions with international storytelling and design standards” Rasasi is adapting by reimagining classics for new audiences (such as launching flankers or special editions) and introducing bold, new expressive lines like Arabesque and Falcon. Our adaptability comes from staying true to our DNA while constantly refreshing our narrative. PP : SUSTAINABILITY IS NO LONGER OPTIONAL. WHAT ARE YOUR BRAND’S PRIORITIES WHEN IT COMES TO RESPONSIBLE SOURCING, PACKAGING AND PRODUCTION, AND HOW DO YOU PLAN TO DEEPEN THESE EFFORTS? Omeir Kalsekar : We recognise our responsibility as one of the Middle East’s largest family-owned perfume houses. Our priorities include responsible sourcing of raw materials, collaborating with global suppliers who uphold fair and ethical practices, and investing in recyclable packaging solutions or sustainably sourced paper. We have taken steps and are working towards reducing our P A R F U M P L U S 30