ParfumPlus Arabia

PP : EXPANSION BRINGS BOTH OPPORTUNITY AND RESPONSIBILITY. WHEN ENTERING NEW MARKETS, HOW DO YOU REMAIN TRUE TO YOUR BRAND’S DNA WHILE ADAPTING TO LOCAL CULTURES, TASTES, AND REGULATIONS? OK : For us, expansion is about translation, not transformation. We take our brand essence, craftsmanship, storytelling, and Arabian creativity and tailor it to local contexts. In the U.S., for instance, we’ve positioned our Arabic fragrances as part of a larger cultural movement, resonating with Gen Z on platforms like TikTok. In Asia, we lean into community-driven storytelling and adapt bottle sizes or formats to meet regional expectations. Regulations are treated not as limitations but as opportunities to elevate standards. PP : EVERY JOURNEY COMES WITH HURDLES. WHAT HAS BEEN ONE OF THE BIGGEST CHALLENGES YOUR BRAND HAS FACED RECENTLY, AND WHAT LESSONS HAVE YOU DRAWN FROM THAT EXPERIENCE? OK : One of our biggest challenges was navigating global supply chain disruptions. Rising costs of raw materials, shipping delays through political instability, US tariffs and surcharges for Dangerous Goods shipping put enormous pressure on our operations. The lesson we learned was the importance of resilience and agility…whether by diversifying suppliers, investing in better logistics planning, or strengthening direct-to-consumer channels. This period taught us that innovation isn’t only in products, it’s in problem-solving. PP : LOOKING AHEAD 5–10 YEARS, WHAT MILESTONES OR GOALS DO YOU HOPE TO ACHIEVE, WHETHER IN PRODUCT INNOVATION, MARKET PRESENCE OR GLOBAL PARTNERSHIPS? OK : Our vision is to make Rasasi a global ambassador of Middle Eastern perfumery. In the next decade, we aim to: • Expand our retail footprint into new geographies while strengthening our digital- first presence. • Introduce up to six new directions of Rasasi, similar to how a global fashion brand has done within the same group name with sub-names. Rasasi is evolving! • Elevate select lines like Hawas, Shuhrah and Dareej into global icons. • Build partnerships that position Rasasi alongside the world’s leading fragrance houses, while always celebrating our heritage. • The focus point for us would be Rasasi Perfumes 1979, led by Mr Saleem Kalsekar. The other directions are managed by the other brothers. PP : WHAT MESSAGE WOULD YOU LIKE TO SHARE WITH PARFUMPLUS READERS? TK & OK : At Rasasi, fragrance is not just about scent…it’s about heritage, identity, and the art of storytelling. Every bottle carries with it a journey that began in Dubai 45 years ago and continues today across the globe. To the readers: thank you for being part of this journey. We invite you to experience Rasasi not just as a perfume brand, but as a family legacy shaping the future of fragrance. parfumplusmag.com P A R F U M P L U S 32