ParfumPlus

not just to the product, but to how people experience it. I don’t see creativity and market reality as opposing forces. They keep each other in check. The creative side pushes boundaries, while the commercial side ensures clarity. That said, I’m careful not to let the market dictate direction. The moment you create only to sell, you lose the essence. So proximity doesn’t dilute the vision; it refines it. It’s less about compromise and more about discipline, knowing when to listen and when to protect the idea. PP: HOUSE OF NOYA LEANS INTO EMOTIONAL STORYTELLING. IN A NARRATIVE-SATURATED INDUSTRY, HOW DO YOU ENSURE YOUR STORIES FEEL LIVED, NOT CONSTRUCTED? TK: With House of Noya, I’ve never approached storytelling as something built around a product. The story exists first, and the fragrance translates it. What keeps it real is staying close to personal experience. The memories I draw from aren’t abstract; they’re specific, sometimes uncomfortable. That’s what gives them weight. I also don’t try to over-explain. A lived experience isn’t linear. I’d rather leave space for interpretation. So I don’t chase the narrative. I let it come from something real, and I protect that. If it doesn’t feel honest, it doesn’t become a fragrance. PP: AS A THIRD-GENERATION CREATIVE, YOU INHERIT BOTH MEMORY AND EXPECTATION. WHICH PARTS OF THE RASASI LEGACY DO YOU CONSCIOUSLY PRESERVE AND WHICH DID YOU NEED TO UNLEARN? TK: Inheriting that legacy comes with clarity and pressure. I preserve the discipline, understanding of raw materials and patience behind building a fragrance. There’s also an intuition that comes from generations of working with scent. At the same time, I had to unlearn certain structures—the idea that fragrance must follow a specific format or appeal predictably. I stepped away from thinking commercially first and reconnected with what feels meaningful creatively. With House of Noya, I’m not replicating the legacy; I’m reinterpreting it. Preserve the foundation, remove the boundaries. PP: RESILIENCE IS OFTEN ROMANTICISED IN BRAND LANGUAGE. WHEN DID IT BECOME A NECESSITY FOR YOU AND HOW DID THAT MOMENT FUNDAMENTALLY RESHAPE THE DIRECTION OF HOUSE OF NOYA? TK: Resilience became necessary when things stopped aligning as I imagined. Building House of Noya, there were moments where the vision felt too personal and not always understood. That’s where resilience became real. I had to decide whether to adjust the brand or stay committed to what I believed. That decision changed everything. It made me more precise and intentional. Resilience reshaped the brand by stripping it to its core, focusing on story, honesty and emotional connection. It also taught me patience. It didn’t make the brand louder; it made it sharper and more grounded. ❚ TALHA KALSEKAR, CREATIVE DIRECTOR, HOUSE OF NOYA | RASASI 1979 | AZHA P A R F U M P L U S 36