ParfumPlus Arabia

“For me, preserving a legacy begins with understanding why people trusted you in the first place” WITH OVER FOUR decades of fragrance heritage, Rasasi continues to evolve while staying true to the values that built its reputation. In conversation with ParfumPlus, Imtiyaz Kalsekar, Founder & CEO of Rasasi Imtiyaz Group, reflects on the balance between legacy and innovation, the vision behind I’M RASASI and the creation of Hawas Blanche and Hawas Crystelle. From involving the next generation in fragrance development to exploring new expressions of scent and self-identity, he shares how experience, curiosity and a willingness to evolve are shaping the group’s future. PARFUMPLUS: WITH OVER FOUR DECADES OF FRAGRANCE HERITAGE BEHIND THE GROUP, HOW DO YOU PRESERVE RASASI’S LEGACY WHILE SHAPING ITS FUTURE FOR A NEW GENERATION? Imtiyaz Kalsekar: For me, preserving a legacy begins with understanding why people trusted you in the first place. In our case, that trust comes from the fragrance itself: its quality, character and the care behind it. Those values remain central to everything we create. But each generation has its own tastes and ways of expressing itself. We have to listen. I want someone discovering us today to feel the same excitement their parents once felt, while finding something that belongs to their own life. PP: I’M RASASI BRINGS A CONTEMPORARY PERSPECTIVE TO AN ESTABLISHED FRAGRANCE HERITAGE. WHAT INSPIRED THIS VISION, AND HOW DOES IT REFLECT THE ASPIRATIONS OF YOUNGER CONSUMERS? IK: I’M RASASI grew from a simple thought: how do we bring our experience closer to young people without expecting them to fit into our world? We needed to understand theirs. Younger consumers want individuality, freedom and a connection with the brands they choose. Even the name, “I’M,” gives that idea a personal voice. My children’s generation has helped me see how differently fragrance can be experienced. With I’M RASASI, we are giving our heritage a new expression, through the scents, the design and the conversations around them. PP: WITH A DIVERSE PORTFOLIO OF FRAGRANCE BRANDS, HOW DO YOU ENSURE EACH HAS A DISTINCTIVE IDENTITY AND A COMPELLING STORY OF ITS OWN? IK: Each brand needs a clear reason to exist. Across Rasasi Legacy, I’M RASASI, Nylaa, Auraa and Rumi, we think carefully about who we are speaking to and what experience we want to offer. That thinking must carry through from the fragrance to the bottle, packaging and communication. Our in-house design and fragrance development capabilities help us keep those elements connected. The quality commitment is shared, but the personality should feel individual. Customers should be able to find a brand that feels naturally right for them. P A R F U M P L U S 19