From Indian Farmer to Dubai's Perfume King | Ajmal Perfumes

0:00 So grandfather used to say that one day the time will come When people come looking for this label. That's what we call a brand today. The day the family business kitty broke The family perfume you wear sends a message To give. Baby come to Dubai. License saw? Ajmal. Yes. Ajmal perfume? Yes. Buddy. Have you ever heard of Cherry Blossom Sue? cherry blossoms Polish to show same. Shoe polish not shoe polish No. Fairy Blossom The Flowers That Are Japan Its season is in. Fiery Blossom Inn Nature has no smell. Now the perfumer thought If it had any fragrance then how would it smell? This If Mike had a scent, how would it be? According to me perfume is also a means of communication Is part of. But in childhood when notes were a

0:46 When we lay together, she had a different scent There is a different saying, the smell of money. Many more It makes sense to get things online. Perfume How can one take it online? One of the world's most popular fragrance cherries It is blzzm. But did you know that cherry The real blossom has no fragrance It doesn't happen. A perfumer has just created his thought through imagination that the cherry blossoms what should the fragrance be like and that imaginary Today, a business worth crores is being run through Khushboo. This is the magic of podcasts. Common things Uncommon stories are found behind it. and today We will dive into the mystery of perfumes In the world. [music] How to create a perfect perfume? How to decide the right fragrance for you?

1:31 What is the difference between expensive perfume and cheap perfume Is it just the brand that makes the difference? What Affordable price and lasts all day Are there perfumes? We also learned that How a simple farmer from Assam started a Created a luxury perfume empire. And 75 This year old family business has ups and downs How to handle downs and How these people planted more than 1 crore trees Let's manage it. Today we have with us a Indian Origin Global Brand Ajmal Mr. Abdulla Ajmal, CEO of Perfumes From whom we got to know about the perfume industry Very interesting insights and some such Business secrets you probably never knew before You might not have heard it. A Question That India Wants To Know Type There is a question. The Nation Wants to Know Type

2:17 Question. So this happens very often in discussions. Even While buying a perfume happens. four people and if in perfume discussion Even then the question arises whether any Does the perfume last for 2 hours or 1 hour? It is another perfume that lasts all day long It lasts. What is the difference? is it Price? Is it raw material? how to how to Find those perfumes that last all day? So There are two parts in this. Ok? today i will Tell you what are the internal things. the first The easiest thing to remember is the higher the concentration your The longevity of the fragrance will be that much. Ok? So the clones are up to 3%. Also understand that dron is one and a half to 2%. But

3:05 Drums last longer because It has some components like, There are chemicals that have a tendency to Last lager. Then yours is for example Just for easy references. now does and many more Everyone has come. But let's take it from EDT O. Understand the concentration of oil in the toilet It is up to 8%. She will make you last let's From four hours to six hours. we come again Ode Puff Ode Papa, it is yours, please understand. Up to 15% concentration that should last at least 10 hours. Deva etc etc theirs is 30 32 concentration is there and it is very long

3:52 Lasts It is still not necessary but this is an easy way to gauge higher the higher the concentration lasting okay that's one number two what a expensive product not so expensive product Product from these expensive products It will last longer. No Guarantee Absolutely no guarantee. Ok. So no such I cannot say that you should only wear expensive clothes It might be yours, right? This this is wrong. yes give try to make it that way but it isn't a Promise. we are number three ah there are many Chemicals Aroma Chemicals Now a days we call Them boosters. We are okay with your inexpensiveness

4:39 To make the perfume last longer I will not use boosters even for 12-14 hours she can last but are they good things too use i am not so sure does it affect you skin and anything i don't think so but it Isn't it a quality thing to know that you know age? You learn as much as you grow as you age Yours The clothes you wore 20 years ago are the same today thing because you are what you are, your style Keep reinventing. You are the one who evolves They keep happening. in the same way your Fragrance choices also evolve It keeps happening. Brands are adopting new trends Let's take it out. You can either adopt the trends Whether we do it or not. It's a simple matter. So there is no such singular region

5:28 Not there. But Generali Generali Jo Jo The understanding that follows is that If it is EDT or EDP then it is perform higher the doses the lager it will be lost and of of course it's also on the brand so if you are Buying from for example a big name you know that these people put in the raw materials Isn't it very good, excellent raw There are materials. We use a lot of naturals. For example, we even have the aroma chemicals which We use one of their quality It is also very good. their efficacy is good it occurs. but if you go for mass market something It is the one that was an ad on MTV many years ago used to come. That's all you will get for this much.

6:14 So that is the matter. My uncle used to say As sweet as the sugar you add. so that's it is true as well that expensive thing typically You have a belief that it's going to be good It should be the last but it's no guarantee right right thank you but then what is the difference What is there in a perfume worth Rs 500 and Rs 500 What is the difference between perfumes of The difference should be that what you have The one with 500 should ask the question that why this 500 Why is it? The first thing is if he Conviction and convincing could answer for For example, we have such products The raw materials used in it Those are rare and very expensive

7:01 Why Oud Fragrances Actual Oud Fragrances That Are Real Oud We're Frankly Speaking of otter craze going on around the world but maybe 1% of them have There is an actual otter, otherwise it nomenclature marketing yes it's everywhere Ooh that Ooh and everything in 99% is Ood Not there. the actual otter which is because one It's expensive. Seconds, control it It is very difficult. Its dosing The question you need to ask the brand is Is there anything like that in it? Made of gold. It is studded with diamonds. Why? so that's When if there is a good sales person and He has got good training then you will tell where the rose in it came from and why is it expensive.

7:46 for example from saudi there is a rose one di The most expensive daily that comes is Taif It comes from. Why? because from such a place where it comes its very limited There is production. of its fragrance quality The level is something else. the other one which is from kannauj It comes. It would be made again but that is a different matter that it would be sold It is available in 100-100 litres but it is made Actually 15 kg to 20 kg would be sold. So if he can explain it to you then you know that yes one thing that at the end of the day is brand pay Reliance I think if consumers want to know that if the thing worth Rs. 500 is like this and the thing worth Rs. 5000 is like this How is it? it is all about the faith in the

8:33 Brand Hum The Knowledge You Gained Today what friend are you looking at a product you go to freegrantica you go to base Notes Immediately you get the data as long as As they are listed there with opinions of Experts, Editors, Writers who are passionate He writes about it. we are good at this There are dedicated blogs. these are Fragrantica and base notes are two of the biggest in the world and at least if You are a brand of reputation, your presence It should be there. So you will find quite a lot in it It is available. Authenticity comes because These people are far more knowledgeable. we sleep there People check all this. then later your You came on, you told me what is here

9:20 I have used Grass daily. So People are going and checking what this is Is. So it's how much knowledge you want to gain And only that will determine what you will do The price he said is justifiable or Just take a celebrity and Stretching his legs to get endorsed So it all depends on that it is regular for you There will be talks, there will be regular knowledge because you live it but For people like me in the outside world There is something very new in this for example fragment head being sneaker head i knew it yes Because I am. But frag head is one for me well there are also people who Contained inside fragrances. Do My Wife is into fragrances so I like it a little bit Idea for example she loves womb. so me

10:08 I had an idea but I never knew about it There are also dedicated blogs. but i feel that Just like during our parents' time, fashion was so There wasn't much. but when I was in my School or teenage or early 20s are all about fashion We started understanding the trends. Hmm. Over the past four years, I have noticed that First in skin care females in India Now it has started in Maine as well. similary to me It seems that fragrance is also a fashion skin now After care, fragrances are also slowly spreading Slowly and gradually people are getting inside it. We are continuing to understand it. Right? So it grows It will remain the same. We because the world has opened up You have opened up the world for our Indian public. Has been. The internet has enhanced everything. Young people don't want to own things. Give

10:53 Want to experience. They have an experience Needed even if she wears clothes Experience, even if it is in applying fragrance Experience, even the experience of eating. New Where were we when we were growing up in India Indian Food, Chinese Food, Muralai Food, Chinese food. Now that's a different thing about desi Do you want South Indian, North Indian I want Indian. Today you will see which type There are no food restaurants here so it's a fuse It is happening, doesn't it mean the fuse is good too Are happening. Different things are happening. So our new population is of course Technology has opened up the whole world. 10 years ago Indian Travelers for holidays did not The constituent would have been a small percentage

11:40 Was. in today's day Our young people should not leave any stone unturned as soon as they get the chance Let's go out on a vacation somewhere. My The number of friends I have in a year is difficult I am able to take a break from it. This is who I am I tell them friends you guys are having a lot of fun Live in India. they will go abroad And I will take another holiday in India. then give r Able to do more. Right? and what about culturally I felt that we didn't have all this before. So Now whatever it is, the option is very easy Has gone. Young people adapt very quickly Are. Acceptance of new things is very high Are getting. And like you mentioned, skin Education in care will continue. still There is a lot. Other fragrances also have similar

12:25 It will happen. Ok? It will continue to grow and Acceptance will continue to increase. We are many people They say, no, perfume is occasional. That was not occasional. That has been happening every day. Partly people are also changing themselves. Partly we are also educating consumers To. Marketers are educating Friend, perfume is not for occasions. Perfume is a ritual. your everyday It is a part of hygiene. You took a shower, You applied DO. DO Can Not Substitute Perfume. We should have perfume on it. Well why is that so? because see do is a Hazin. are we ok? Do your body order The mask is for. Perfume your body

13:12 The order is not meant to be masked. You wear perfume to send a message For. I say it quite often that The perfume is ok. one of the beauty industry Is part of. Butt perfume according to me It is also a part of communication. you feel this I want to make you realise that I am very energetic I am that type. then you are fresh Fragrances. People say hey friend you know Now why is this otter's that? people this Making me feel that whatever I am I have not earned anything expensive I have bought the thing. There is premiumness. ugh There is premiumness. So let me talk about that. We give you the message in a way To the people around you. It hasn't happened here yet It is there but it will happen at some time. mine my one When relatives were studying in school they

14:00 I used to say that we have our own brand and we are the ones who Isn't it true that girls like it a lot on dates? It comes. He said it is a very good thing. that different The thing is that it was actually a lady's Fragrance. Well but the boys were applying it. And this is the only thing that is going to change right now It is of this. Education is happening. for man For men and for women. Now he slowly Slowly it is coming to an end. Now Everything is becoming unisex. it's Accepted. If boys use floral fragrances then it is okay Problem. Women will apply heavy fragrance It works. Nothing like that. Gender Neutrality is becoming more common now. Where the history of perfumery began Was. yes yes then what was your rose oil There was saffron oil, everybody used to apply it later

14:48 When we started mixing, partly fashion did it that friend separate the fashion from cocoonal you know ladies the way they get the last 100 All this has happened in a year, differentiation now Go back, what remains is still India There are people in me who won't wear pink shirts Dude, I even roam around wearing pink shoes hmm i don't have a problem It's all about how much confidence you have And what can they do? but coming back to Your Original Thing Yes this is a thing. Now this It has started. Now this would snowball will remain. This trend will continue. Grows will remain. Brands understand consumers We will bring the things as per their requirement. now like

15:34 You talked about wellness mood enhancement. will come. It will come some day. now his science How real is that in today's time? Not there. Just like you said it was Unisex First Ever Perfumes Fragrances Unisex This Beach is Probably in the Middle Marketing and branding this way It has started to happen that pink is for pink is For women, people stopped wearing shirts Gave. Similarly, there are divisions in fragrances too. It will be. But now you are saying that it's gender Neutrality. Neutrality is coming in. A How has the history been? These fragrances or We took the concept of perfumes from outside yes, I have taken it from the west or somewhere It has been a part of our history. this friend This is a very piercing question of ours It is very sad that our country's

16:23 The contribution that is there in all these things It has been a lot. But our people have did not continue. Fragrance Cons We had it since the time of Noorjahan. from that People used it earlier also. Different used in a manner. off course Extraction of oils has been there for many years. Now look at Yoga, Ayurveda, Unani etc. All these things have disappeared from our culture. Because the people didn't pass it down, I did not teach anyone and did not evolve Did. Even today you will see And Bless Them. I Means I have great respect for these people For. But look at Kannauj today. Kannauj today It is also like that. I don't know, 500 years ago

17:10 As it was. Those are the same processes. the same things Are being made. do not go into evolution our people. We don't delve into RAD. Alright, that's enough. you know this thing Here you can achieve two things: You can do it in life. One is money, but success Knowledge is also an important thing which you Constantly this thing honestly my father Uncles have taught us that constantly our We invest a significant amount in research And every year we have a gentleman who has been He must be around 32-35 years old He has a PhD in organic chemistry We have a Head of Innovation, so every year we Extracting almost new raw materials etc.

17:57 they live. that is You will be surprised. I think 20 years ago when I was in Italy There is an exhibition of our industry. Actually the whole beauty industry would Is. Hair, skin, colour, everything. There I went and saw the Italians the way they were He was promoting yoga. We are Ayurveda Even now international brands have I have started investing in Ayurvedic In products. You are going to look right now that people are getting back that friend that We should do it. The white people should bring us back our things If you are bringing it and giving it to me then I am feeling good now It seems so. But this shouldn't have happened and Ok. Whatever happened, happened but India supported us

18:44 Plays a very important role in the industry have done it. The first things that we infact There was a lot of oil, it used to go from here. Yes, yes so or historically ours with this thing I have a very close relationship. I think someone The thing goes out and comes back, then we I understand that. this is what Harpreet He goes to Canada and becomes Harry and returns to the village When he comes he becomes a hero. Yes Harrant happens. It is the same thing. These Unfortunately, this is our mentality. But Again I will say to Jenji who is here It is changing. He has started accepting it. One National pride is arriving. Why? Because We always knew that it was a Made in India thing If it is then the quality will not be that good. yes There was truth to it. because even today

19:32 The consumer is value conscious. Consumer's I don't have that much money. but this changes things It has been happening. Indian brands that are leading the way today are things good We are selling it and in its different categories We are extending it. you last few years Just look at so many in fashion The labels have arrived. And very very affordable Labels. good products What does even in the say? Even in perfumery They are putting some things in. we good The products are being made. I can tell you Because we also worked with some people have done it. with a fashion brand we Have also collaborated. Very good There was acceptance. even today online but his The acceptance is very good. so there is a change

20:20 Used to be. And this will keep happening. or more and more People will join the vagina. When you are online When you say this, a question comes to my mind had come. I ask you to It makes sense to buy many things online. How can one buy perfume online? So I have one line. I always tell my people I will meet you. If You Can't Smell It, You Can't Sell ​​it. Your question is very legitimate. Absolutely Correct. So this is about people from our industry The biggest challenge was how to make this thing the way we That should be done. What do you say? Sarkment It should be solved. this problem statement Is. This has been solved by a few things. One So it has been solved through education. One has happened to

21:06 Presence sampling started happening so much. So much presence at one time There were hardly two or three people who were was in the industry. I am selecting it now I walked to the city. That day I had at least Eight beauty store perfumeries are no less new Saw eight to 10. so so much There was an opportunity for people to trial it That they do. communication has increased Is. Education about this has increased. And last but not least something tactical The things arrived. For example brands which are Nor do they give much samplers now. so you You can go and buy one for 10 ml or 5 ml. Are. We hope he won't pinch you that much. Ok? if it goes wrong then more

21:51 I will give more to someone else. Isn't it right? But if you buy 100 ml and this much If you spend money then this thing will hurt. we are these Now he is the next in the industry. Blind trials still out in India There are more than. We Trials Blind trials mean people just read and they think so yes i think that i You might like it. So blind trials again also compared to lets say europe is still here It is more than that. Yes. means we are still one We trust others. you know it's ok A little bit of money goes away. we don't mind that but one thing that if the description It's been good, the marketing has been good, Marketing is extremely critical. Yours

22:38 There must be relativity. Is this the brand are you talking to me or not? Can I Am I able to associate or not? Variant Is this brand pride or not? Hmm. Today I wear my logo with great pride I roam around wearing it on my chest. because i I am proud of it. Is my consumer the one Will he do it with pride or not? and ultimate Talking about pride, we were talking about that Day. I will not name any brand. It is a very big high end luxury brand. One The guy has tattoos on his hands Me and on the neck. That is the ultimate. Meaning Brands should make him their ambassador Needed Right? Imagine That Kind of Agitation

23:23 For the brand. one means that you Praise the brand. There happens to be one You have it on your body, it's a big deal For the brand. So it is very important that The brand's connection to your consumers Nor should one talk at that level. Today I I am talking to you. Your Viewers, listeners are dependent on you I have faith in you. So you can be sure that you even those whom you will seat with you Meaning they will have the same level of respect. So they can trust us. so that's the hole Point eventualy. and any such Trust isn’t built overnight. it is always A journey that happens again and again when we perform I repeatedly appear before people honestly Are. Be it a brand, be it a human. It is the journey because I always say that

24:11 We cannot do art. look like acting will go. if not today then tomorrow it will be real It will be long term. authenticity is the Biggest thing. Anybody in today's day brand, any commodity, any thing without Authenticity cannot be compromised. That era is gone That used to be the trend in the 70s, 80s etc that you You can sell anything by showing a particular lifestyle Could have been. This does not happen in today's day. And like you said, consistency is a must. It is necessary. Today we are 74 years old Next year inshallah we will celebrate 75 years. So it is obvious friend, 74 years You must have done something right to not even come this far They are there, and have increased also. we are the only indo Building brand that is available duty free In the fridge. World Global Duty Freeze

24:58 is in. It is sold on airlines. Cruise Sold on ships. Someone else does this thing Can't boast. We are very proud of this Of the matter. That means what we say friend that people judge you based on your Who are the people around? If your There will be very successful people around you, If you are intelligent then people will think this They must be of some level. Right. in the same way if my products are on the shelves Customers also see Shalgachi with them Is. Whenever we travel far Let's stand and observe for a while that How do people react to duty free Are. We are seeing that it is an international brand now. have been. I will come again and test it.

25:43 If they buy it then it is fine. don't buy So I'll go and ask them instead. Why No, did you buy it? Something happens that brother doesn't keep his things It did not suit. If you have a sales person So you can find out the suitability quickly. What does problem on say? Duty freeze what happens is that your people are not on 24 Can. hum to otherwise and we are doing it Very successfully. Every year we have Airports are growing. we were in London, we're in Frankfurt, South Africa, Brazil. So they are being sold in such places too Where our type of brands have so far No one has entered. Accept Dubai There are a couple of other people in Dubai but Not in the perfumery sector. that super

26:29 What is the lower level in the market? Yes Yes, as you said, it is very interesting I felt that many times you were standing and watching from a distance. be it how is the consumer reaction If there is a reaction then you have so many retail stores is there anyone like this on duty freeze Surprising or Moment of Pride or Moment of pride or awkward moment anything The person in front doesn't know that you are the The person behind Ajmal and shared it with you yes. I remember one case after another. So this is what happened It was then that I saw this couple, we were him and them I could hear. We were an Indian couple. as it Happens was Indian but British Indian Both were talking and the husband was speaking It was like this is an authentic oud company

27:15 Is. And the wife was saying yes but you know I don't know Arabic fragrance, this is what she is saying Was. The husband was selling whatever he had to her and I am standing on the side and listening to all this. He is also educating her and He says try this rather than x International brand with name Oodh etc So I was so proud that this guy has it He had so much knowledge that he was even better than our sales person. I was working, finally he bought it He had also taken it, so the gift came introduce myself and then later hey You are very happy, you know what is the matter friend So I met him and everything and one more This is a story where I literally felt a

28:03 Celebrity status in Russia we are in The top three niche brands in Russia are very Our products are available in high end stores only There are some very exclusive ones that are also sold what do these people do there There are very high end stores, they have a store All practices on different days. They say this These clients day. Clients Day Meaning Their top bearers are B but these are Mostly Beauty Stores. Department There are no stores. There are beauty stores. So Those who are the highest spenders, understand Take it in perfumes. They invited him Let's do it on a special day. and i will go there and then you know I will interact with them

28:50 Together. There will be questions and answers. if some thing If there is something new then I will also do sampling of that I can. He is very good at all these things Looks like it will be even more successful. I Mean here it seems like this to me friend Are the evening ones coming? So the butt Very very successful people come there. And so once it actually happened that he was a the lady asked me to How do they do layering? So how can I Let me understand which layering is better and which one Not there? So I saw Best Way to Explain Fortunately Above The person also put the was in his mind on the side There were long stem roses in it. I have a

29:36 I bought two products everyday which I know about I hit him with compliments on each other I gave it. Lady happy. Is it okay? one is you There is no end to Russian women love like this He likes gestures very much. So that's one It happened that there was something special for him from above Went. Seeing that, another lady looked at the other side I bought it, I bought it, I took the box with my signature On top of. That day I felt for the first time In life did anyone tell me this I got celebrity status by going there. So Very proud moments. and many more like this there have been situations where immigration is Leave that aside friend, the police gave me a ticket I did not give any reply after seeing my name, yes yes just go I was going to Dubai late night right now

30:24 So May be because checking is going on for some reason Licences for off drink driving etc I am checking it. So I asked for the license saw Ajmal yes Ajmal perfume yes ya lago It has happened in immigrations but in immigration That is a bit of an abrasive situation As we see very rarely now in Dubai Immigration You Know You Don't Need to Be Smart If Gates ever had to go, he would have looked straight then they say where is the sample so dad Actually I started roaming around with samples or they take a card in which they If you sign then you will get discount It is available in stores but it feels so good and mean i am after the above one dada

31:12 I am so grateful that one name has so much I have got fame because people live only by my name UAE I will tell you that there is no such Arab in UAE He who does not have the name of Ajmal will not be local you will know and if you don't know then it is completely Zindagi bahar raha hum that much face i have in your brand. And now it is growing There is more and more. Now I am in London If ever I meet him people ask me Ajmal The Perfume People or Nice. so and it Makes me feel proud. you know it's good Most people consider us Arabs. then say are also there. That day an Indian politician I met a politician. Bombay in Dubai

31:58 There was an event. So she says I did something When I asked her she said, you speak Hindi, I said yes I am from India, where from? I said that we are from Assam so they Then this Ajmal, that Ajmal from there, I said Yes they are the same family and we are very proud then why are others doing this If you represent India like this then I am very proud to tell people that I am A proud Indian his second question was Which passport is it? I said still It's blue. so we are very proud of us Passport. so that continues you know i am Very proud of the fact that we started of in India. Now our story goes global

32:43 Used to be. The next generation will expand it further. In the next five years you will see V should be in all the big department stores Around the world. The Big Once. In small places, anybody can sell it Can. Then you are not a brand. you are a Commodity. We become a brand when The people who are around you He should also talk at the same level. we are that level Let's play the game. then you know the rules of the game And then you are getting into it. and that's What we are growing. same thing what are What are we doing today? I want in India that people don't just accept the brand Give. We will move ahead with that path, my friend We can also learn. It also has validity

33:31 And Efficacy is definitely there. that is a try product If you try it you will know it yourself. in a way i want to say that bha we want to Take the authoritative position. You Know. So People This guy will respect the words, my friend Has he said this or has it been said by some spokesperson of the company? has said that then there is some weight in this matter In. We are right or and one of the key questions Where is the For Today sample? Sample Sample He has forgotten to ask Anup. Great because you are sitting here, your Take advantage of your expertise and I would like to solve Curiosity further. And the curiosity of the viewers will also be there. We never tried to understand, but

34:16 There is curiosity. in the language of Lemanin If you can tell me how a perfume is made Is? Meaning what goes behind? so big If there is an industry then what is the process of making it Is? The Best Way to Explain Lemon Terms I always explain it as you said I am to the people. our job is not It is exactly like cooking. Correct Isn't it? You say brother I want butter chicken Or I want to make egg biryani, etc. Who The one who is going to make it, they know that These are the ingredients of these things. We It changes regionally as well. Obviously we all no what do we do now what are we You should have decided it in your mind first. so lets

35:02 We all love our mothers' cooking coming. They know that it is necessary to go like this Is. Now she has become a perfumer. Are we okay? Who is the audience? You are there. So the perfumer's The audience is what a marketing person is looking for Let us personify. This is a woman. Edge This is the group. His lifestyle is like this. Work She does. She wears these type of clothes. His These are the hobbies. do it for entertainment Is. You have created this demographic. Your mother knows your taste. Now The perfumer has the consumer in mind The structure has been put in place. Now he needs a new Have to make something. Then what do you do? As Your mother saw you somewhere else

35:48 Do you like biryani or the one here? Now he The perfumer sees which products Nowadays he is in latest success. Are we that You can take inspiration from here. Is any of that is there anything i can work on Am? we said ok and then I can mold it Am. then what happens is that That part is a secret of your mother There must be an element which is different from other biryanis that will make it different than what you can say right now You must have eaten Hyderabadi Biryani yourself It is different from place to place because everyone has their own adds a twist to the perfumers as well It happens that sometimes they have some favorites There are raw materials. some of my uncle's

36:34 Were. There were two or three of them who were always somewhere He would definitely go somewhere. So they add that Are. Then to evaluate it. Because look, the perfumer made it himself. You will never feel bad. we are so maker and There should not be checker beans. then they give Yes to the evaluator. evaluator because he Background: If You Remember What I Said The background remains the same. Same perfumer Let's learn. but this would have been in a commercial If it is creative then he would tell you after smelling it Does this fit my brief? It is not happening. We both would have fought Are. then when the evaluator feels that no its okay now then he will take it to the client Let's go. and that's the circle the way Your complete product arrives ready. and like

37:19 In a recipe, one thing is added more or less If this happens then the entire end result would change Is. This is how balance has to be for you Balance has to be maintained. or you are one thing You have to push. for example india Best example is you can get biryani at one place will eat it. so delicate pulao type and then You will eat it in some countries in the South, that means every Water will drain out from the spot. so many chillies It is there in it. in the same way today another It is a trend. certain perfumers who are Avangarde perfumers can speak. Very hey you know who is necessarily successful Do not make fragrance. but very New Age makes edgy things. he is new now The trend is to take one element And let's push it right away. we are his

38:08 The down side is that it is very Polarizing occurs. either people like You will like it or you will not like it. but if If you like it then you will shine. Many one of these Examples have happened recently and many has also happened with successful brand where He is the creative head of The Brand I have pushed but did not get success. He felt that whatever this is, we should record it. You can do history. we sleep like you We talked about ingredients that make up a dish K and you gave very good enology of food. I understood it very easily. so raw materials what do you live in? Meaning it is like this. So I understand a lot of raw materials Will be. So how will you explain that in one answer? but how do we get the ingredients there

38:55 How can we take the analogy there? What are the ingredients? So Basically, oils come from wood Constituent 95 98% of raw materials. Bus The extraction process is different. It comes from someone's plant, from someone's leaves It comes, it comes from anyone's route also. So Your Meaning depends on what product It is. Now even fruit extracts are available Many have started coming. And it is also so that I will give you an example, have you ever eaten a cherry Is Blossom sleeping? No Not The Same Shoe Polishing Shoe Pishing Cherry Blossom The Flowers Joe It has a season in Japan. cherry blossoms

39:41 There are many successful fragrances of . Yes Yes and other brands of specialty body baths There are many types of fragrances. Cherry Blossom in nature has no smell. Ok. But a perfumer wondered if it had If there was a fragrance, how would it be? So now in a hypothetical way They make it fragrant and it is very He is successful in this thing. another one more thing Is. you smell a rose but its You will smell the oil. You will say this friend It is not matching at all. this this Meaning this cannot happen. We but reality these that when the essence of any product is extracted If we take it out then its essence definitely changes It happens. We are now

40:27 Technology has come to such an extent that they can call it Head space. So for example I kept a flower There is a bell jar type thing on top of it. It comes and it gets the exact smell of That Rose. So that became a different raw material By it itself. yes yes i have heard this as well but i don't know how true it is that one of the These brands have captured the smell of the moon Now, does the moon have a smell or not? who knows it's a candle brand actually who said that we also have Capture the Smell of the Moon who knows honestly it was good cherry pls i will also think about this mike from now on If I were a fragrance, how would I be exactly? And and I will tell you there will be people Which you and the brand people call such

41:15 I give you briefs, that means you will be shocked I mean there are some briefs like this which I I can't even speak on a podcast one part of the brief was blood the smell of blood and then there was another part which I am not going to name such crazy people Like he is too. there was a brief when a time when i was studying in uk financial times that is peak especially At that time there was no internet etc. When we travelled on the tube, everything I used to go I was in East London If I had to go to Central London, I had to change in bank station basically the one over there All the economic zones are there

42:01 The bankers on that train were all in suits and Financial Times in everyone's hands. a brand Actually that was the smell of Financial Times It has a paper scent. you know it has a very unique color like a brownish Besh color and it has a peculious smell too It. At that time a brand which meant such I had to relate a little bit with the people. asked the perfumery company to add the note of Financial Times. So well the product did not work that is a different matter. But people say all this. I Created a product for Russians specially not on pay because the guy was a very

42:47 VERY WELLFEELING OLGAARD ​​ AND THE MEANING OF OUR BRAND ka ident lover hum toh main gaya tha one of My trips so I met her quite late And I took him to dinner, I did this, I did that He. Then I saw friend, so much care that it is our duty to do something If I want then I asked her, you just give me Tell me 3 or 4 things that are your passion he said wine cigar guns Motorcycles We are just going to talk about this in brief I made a fragrance for her and gave it to her at the end He still uses it today. So we too So, just like you do for celebrities even do. always for the royalties We just do it. We regularly serve royalties

43:32 Let's work. Be Spoke Fragrances. These There are services which are very popular among us don't talk about it because it takes a lot of effort and obviously it not commercial commercial you know us but you charge but its not commercial we are doing this since 6 months It takes 18 months to make. We are quite The time consumer himself does not know What do they actually want? We are very that It has to happen. So butt is big in some places It is easy. The consumer is very educated. Arab Consumers Than Any Other Consumer Knowledgeable in fragrance. Those Perfumes 12 years old, start applying from the age of 10 years We give it. But we have a range of Of kids fragrances. Yes.

44:18 Which is going well now. specially i think These are many Gulf countries I am also there and now even big brands I am doing it. not so successful because I think their pricing strategies are good so far It is not right in my opinion but they are doing it so that a new younger generation can be better prepared than before It should be brought to our side. Right? Butts are everywhere It has been happening and will happen here too. I believe here too will be. because parents also now my daughter She even goes to school wearing perfume. that is It can never have any meaning. Day off pay too will be. He has his own small collection. So That hobby is present in the culture there. we are there Is a big thing about that. When you that I told you about the financial condition of the bank station

45:05 I remember the smell of the Times paper Now there is a digital economy but in childhood when When the notes were lying together, then it had a different The fragrance is still different fig You can see the new note By doing this you will smell it and it is not a Pleasant Smell By The Way Okay By Anybody It's not a standard but everybody says That saying that goes, the smell of money Everybody wants it but it is not a pleasant thing and People have used all these things too in some of the most successful There is a fragrance in marine fragrances there is a raw material that smells like Dead Fish and Dried Seed If You Smell That Ingredients what the hell this stinks so bad his butt

45:53 It adds a varied element to the overall Composition of the Fragrance. so just because a The raw material smells bad doesn't mean that it Can not add value to your overall composition. We are not even that. Most Expensive Raw Which material is used? Many are one. Otter is one of the most raw expensive raw Materials. besides that there are very very There is one called Oris or also called Eris He has it. there are certain kinds of roses Rose Oils. there are very primitive because the notes are beautiful but the Availability is very limited. hmm there is of course india is very famous for us Jasmine South India Mostly Madurai Chennai that side but there is a quality of

46:40 Jasmon that comes from the south of France Again very limited because Expensive. so there are such things there are some materials what can be done with it what you are doing is multiple distillation Can be done. So multiple distillation until new notes keep coming out And it keeps getting more and more expensive. So there are let's say for example Pachuli. pachuli normal you will buy pachuli x You will get the amount. You can triple that or we will take the fourth distillation it will be so Refined But the price will be very high because the Technology is Utilized and Everything Is Higher plus the consumption is only with the high end brands so you should understand that they are for them

47:28 I have to make 15 or 20 kilos in the whole year so then you charge accordingly other than that I Think See Two People Brands Are Charging More ah for the marketing hum hum ok for the Cost of distribution Cost of retail a It is not that if the price of a thing is good then yes we are that Look at the mass market at a reasonable price Definitely not, there is a threshold is where after that you can expect that no this product should be good and It does happen but very cheap things which It happens again it is the same as the price

48:13 which denotes what went into it will be? What do you think is the sweet spot in India? You get the pricing which is our sweet Understand that the spot is Rs 1800 to 2500 Tak But That's Not the Sweet Spot We Want to stay with we want to premiumise the brand and slowly gradually it will happen Today it is so because the consumer is level pe hai hum it's still more expensive Then the other brands available they play in the 700 800 below 1000 or even four or 500 We want to stay above the range from Rs 700 But the One That Actually Makes the Best for As in terms of value and volume is a

48:59 Brand called Oram which sells for Rs. about just below ₹4000 and there is another one called aristocrat that's about 6 and 1/000 this is their proper value and Volume but it is not available everywhere because obviously you know the smaller guys will don't carry it it's too expensive for them The client is not there to tell you what you know The Level and the Deos Even Our Deos Are More Expensive than the other deos that are available in the market because i was very clear I'm not a DO brand I'm a fragrance Brand Deodorant is either of two things, this is it There is a big opportunity to enter our industry The brands that are there release perfumes because

49:45 So that gradually you get into their fashion Get in. We take out the DO. we are in the gulf They don't even sell DO. may be in gift We give it in boxes etc. We DO let's start so that people get a I feel like I am craving the perfume. so one of our Reference is for example blue. His Do It is very popular. So people enter Understand it from ₹ 250. Then when that happens, it turns into perfume Let's grow what is at let's say I Think 20 for ₹500 then you get the confidence To spend that much and that's the whole idea of it and I'm very confident that next What the Indian Consumer Will Keep in 5 Years Moving Upward and They Want Better and Better

50:31 And better. An Indian origin brand which today As of date it is in more than 45 countries. There are 300 plus fragrances. 240 plus There are outlets. The story behind Brand Ajmal What is? The story is simple. like somebody else's who are successful entrepreneurs in India From which we started out of necessity. we are there It was a necessity to feed the family. So I come from a family of farmers Originally. like many entrepreneurs Are in India. We are originally from Assam from a very small village at the time call Hojai 160 Km. I am from Guwahati. very much There used to be Imavar. network nothing, No infrastructure, no hospitals,

51:18 No clinics. So A And Because Assam Aap Many people might know. Predominant Joe The growth is your rice. we are now farming There was no technology like today. so it It was dependent that it had rained heavily So there is a problem, if it reduces then there is a problem. So my My grandfather always thought that you No Sustainance requires something so that It is not the case that my children are at one level today I am not able to give it tomorrow. Plus Education And also the limitations of. He himself is not educated But he always knew that the dues of education So they tried a few things but every There was a lot of it in the thing at that time

52:04 tha adulteration etsetra and he was not the Kind of you know it's cheating etc. this It does not happen due to adulteration. then somebody give Introduce Him to This Commodity Called Ood So Assam is the only place where you grow in India Yes And And at first I have no idea what this is thing friend what is this creature otter it is made of wood comes then they go with the people started by taking it out in the jungles and ending it It's like a rough diamond so you get a piece of otter You will get the piece by cutting it from the tree and then you They recognize him as one of them Scientifically long that is i don't want to get into that just call him again and again Like a rough diamond, whatever piece you take out

52:51 Which mostly is now in GCC. I don't even say Middle East because beyond the six arab states it doesn't go Beyond that. So It is used as an incident. actually the name Comes from Agar Wood Agarbatti which is The base is if it is the same powder. Ok. and if you go back we have found in our research that Till 5000 years ago whatever was there in our place The royal family which used to be ladies once Give it a try to burn it after childbirth for purification For today those who also talk about antiseptic benefits here hood is also used in in china in some Medicines It is also used in medicines in Japan and

53:36 If all this comes from wood and from it then later whatever parts of it in intensity it cannot be of any use, then oil would be extracted from it Is. which is now used in perfumery Still used in global perfumery today Is. So from there Dada came to Bombay from Assam because at that time in Bombay the main The traders who used to be there were Saudis and Kuwaitese. We haven't even become UAE till then Was. December 50 And they used to come predominately to you For Textile Spices & Perfumes So from there, trading started again. He is like any visionary businessman He then came to Bombay. In Bombay he

54:24 We started with one commodity and then got concussions I started making the mixtures that were there then Along with the otter, our India's Sandalwood Oils Selling Saffron Rose Oils etc. Individually began. So a little thing here It is coming to my mind that you have ever asked You must be wondering from grandfather how he got this courage We are going to reach Bombay on time Meaning even today people leave their cities and go to other cities I am afraid to go to the city. At that time he jigra that thought process of me in bombay I will go. Having this awareness and making this decision Did he ever share it? Absolutely. So This has been asked many a times, because the more a person that the troubles are less or the comfort is that much

55:10 It increases a lot. to grow that much a man Which does not remain a thought. I think like everybody else I am sure i know your speaker and you are Motivational speaker your trainer. You know that you always tell people that they are afraid Go a little to the side. we because vision and your Ambition must be afraid. a natural fear It also happens that whatever you have, not every I don't know what I can do tomorrow Am. We are one and we are one, like nowadays There is a young judge, he wants startups to be successful, I want money, I want enjoyment, Experiences are required. At that time there was only one The thing was desperation and fear. we that was the This has to be done for motivation. Now one by one

55:57 Then comes the entrepreneurial spirit If we brought it from the forest, we would give it to someone. They The guy used to take it and sell it in Bombay. But that's where the entrepreneurial spirit lies Comes in my friend, if we take him from the middle If we remove it then I will go to the customer I can go directly. So my margin It increases. The relationship grows. that is The Business Side. There are many people. Even today he He had just started it with his grandfather He is also the same. Because he was comfortable. Yes Brother, this is fine. you know my one goes here It is quite good. I have also built a house and a bar. But Dada who was there was always plus we were very FORTUNET. The females in our house

56:43 has contributed a lot in motivating. Though he never did business directly I did not contribute. no my grandma Neither was she educated nor was my mother educated. pretty much didn't even finish high school Was. But in terms of motivation, courage Give. I mean I will give you an example. Sometimes if dad came home from work at night and He used to say that the work is not finished today. we are After eating, mom used to tell him to go and finish. Do it then come back. so that's the encouragement which I had to go to Bombay This grandma's doing it further is too much in this There was a hand So much so that what is mine

57:31 It was uncle who opened the first shop He also gave me a full push in Dubai It was from grandmother's side. Oh wow. So The combination was a killer for growth For he was behind all this. but [ __ ] Back to your original question I can say it Was the fact it was sustained desperation I don’t know what will happen tomorrow, my children. I want to give him a good future for that I will go to Mumbai from Hojai because I I understood that Mumbai is the place where People sell things from me. Absolutely After that, it happened again and then they See friend, the family is in Assam. I am here Am. Bombay is obviously a better place

58:16 There was infrastructure. Opportunities End Mostant Education. We said that friend If they stay there they will keep on fighting. We will not provide any education either. to them too I have to bring it. not that any of them got Educated. Ok? nearly everyone who Yes, he was a person with business mentality. Yes, Yes. So, maximum I have one uncle who is in 12th Did it till then. After that he got involved in business. Yes. Then Dada, from there another step Gulf directly to consumer of lia Started leaving. Yes, yes. then with the people Openness happened. Obviously in all this There are many difficulties. He gave ₹500 It started from . Assam to Churchgate That too was stolen while disembarking. yes so you

59:04 no hindi movie style jo yes yes just that Empty hands but they say that after difficulties The most courage comes at the right time A person has to do something and do it for good I also met people who supported me It helped us a lot for a long time and we grew because of it. Then Time passed and the children also grew up, my father is the eldest we are then my Uncle and others were also there, all in their respective roles Were. In some thing or the other. So when grandfather's When there was generation, sustainability was the thing. when we My second generation came and that was it for us We have to grow. we must teach our children Is. so i'm the eldest of the third Generation. So my mother also wanted to study

59:54 So you have to do it. have to get a degree I have to take it. so then i manage to i was the First one to go abroad. We in the UK mine I studied, did dentists etc., so now what we have the luxury of thinking that now We have to build a brand, we have to grow earlier frankly speaking if my dad Who would say that you are building a brand? what is this brand friend i am selling it was always a sales thing make the product and sell it we will do ok but today there are enough A New Age terminology we use. We are a brand united, let sustainability be Went. We will now look at a

1:00:40 It became a social responsibility. When grandfather's Even when my grandmother didn't have any money He used to think that he would do something for the community Should be done. Very high mortality rate at that time It used to happen at child birth. We are first of all Dada did that for child women Any clinic. Today we are our foundation Very very active in our region. Hospitals there are clinics, schools, colleges, Orphanages All this happened because of his vision. End Charity's part was very big with grandma. If she got ₹500, she would always keep 50 Was. She used to say that this Rs 450 is for my children and 50 for my kids Those who have nothing. and after that

1:01:26 We have now made a mandate that after all cost before distribution to the Directors used to be because grandma said Whenever I did it, it was done without thinking, but that 10% It used to happen. So now we are 10% and now we are 11% After the last board meeting. 11% we keep now Let's take it. that is entirely going to happen to us Foundation and Chart You Work. So who knew this is called CSR? When I tell you each story. People At that time big traders used to do kilos in it because the traders who used to come from outside Big used to carry it in quantities. So at that time, Dada, uncle etc. Keep it overnight in small bottles

1:02:13 after getting it stuffed and getting labels put on it yes this People used to say to Dada, friend, look at him, he is above In those days, the upper pocket If there was a need to keep money etc. then keep it We roam around and you keep watching me all night long They keep filling it in small bottles. So Grandfather used to say that one day the time will come when People will come looking for this label. Oho Wow that's what we call a brand today. Right right. In 79, Dada thought that it was a Farmer. He thought friend all this was a joke They are being cut. Nobody grows it. I do Let me start. my grandchildren It will benefit you. sustainability today They say. today we are the biggest Sustainability Initiative in India for

1:02:59 Rude. We represent our organization and The industry even up to the UN level. How means how do you call yourself the biggest in Ooth sustainability? because of the number of The Plantations That We Have and Its Controlled by the government. we have Close to 10 Million Trees and It Is When I Say Sustainability. so every tree is Numbered. You have to fail him, work If there is any then you have to take permission for that. After that, for one tree, 10 trees R Planted. Ok. In its place. So That's how we keep the circle going. Than V have we Again the credit goes to my father and uncles a lot of research and development so we are the

1:03:47 The Only Company Who's Got Artificial Inoculation of ood in seven countries patterns so ye what is rnd in things Artificial inoculation to speed it up So whatever you want to understand, 25 years 15 You can do that in 20 years, you can do it in six years I can say yes yes so that person who The entire research was done by our team. People did not invest in chemists In RAD. When we started talking about it from Day One Money started coming rather than utilizing that Money on enjoying lifestyle and what have You consider it as an investment every time Take research and development. not just Udam Raw Materials. so today infact last

1:04:35 Ear I Have started a new organization called ajmal Aromatics Which We Now Deals With Raw materials ok and again i would give the credit to my elders because my uncle who is an uncle he is very passionate about research and No money is made from development the money just keeps going but you are Learning New Things Codification Essay New things are coming out, plants are coming out are so he's very small but now raw material Business is becoming quite a big business Because naturals aren't the only thing anymore Much More Than Natural Than We Have Today

1:05:22 Almost over 3000 raw materials in the A lot in world perfumery is from India It is coming but now as we are going global Now we have this is a different device all together who procures and then Sells it to whoever users want it at this time I come to the business site and I to the story I will go back because there is something in between Curiosity points are my butt too good see good to hear that number one crore trees is huge so that's all if ah these are if Wood Trees and Then with the Agar Wood Trees there are certain co plantings you know Let's try sandalwood. Because Sandalwood As you know it happens only in the South.

1:06:08 So its good we try other plants i think I know my uncle has a lot of this rubber Plantations Again It Is Not Indigenous Too Assam. So, there is always this trial to see What can also be done. T was obviously there. I mean Assam tea is famous all over the world yes but we are not in to t but we grow a A Little Bit Just More for Experience Too understand we've got a lot of these phd's guys you know research people who are always Working there to look at what's new Botanical Ah new thing you could find you know because there

1:06:54 there is always something new coming up and Technology is helping you a lot more now no there they don't have to go to places the The internet gets you everything we know right So I go back there only to realise Middle man ended after reaching Mumbai from Hojai It happened in Mumbai that he saw traders of They come only if they go to Dubai and sell it I thought I would go to Dubai and explore it. Started going to Dubai and directly went there probably reached where it was going to reach I have gone but I have not delivered one thing and another for him After that it becomes very popular There is a difference. How it started becoming popular In the Middle East or in Dubai or in the Gulf Ajmal.

1:07:40 So frankly I think one of these happens, right? Your destiny helps a lot in all these things. She does. Now the times are over that you Know you build a business on data market Research from other sources also. At that time you had a belief about the product Above. I had so much belief in your qualities. So they originally go to Kuwait and Saudi etc. Were. Later he started going to Dubai did. well at that time because in Dubai Rulers also rulers of UAE like today It's not that much, literally There was no distance. my grandfather was there excuse me even with the rulers of They Have dealt with directly. So at that time the late

1:08:28 Sheikh Rashid excuse me. His vision is Used to listen. we we personally one to one and then In the 1960s Sheikh Rashid used to say that we A very tall tower is to be built in which Big companies will come to that trade center He used to say that I should get one like this for free zone port has to be made because in those days Aden used to be Yemen. Hum hum toh woh vishe listen After that he thought to himself, friend of today My traders are from Kuwait and Saudi I may be here but the future is in this place This is because the vision of the leadership here is very It is far away. so and frankly it was all a

1:09:15 Name us branding in commodity of that time So it would not have happened. you have taken the otter wood I gave it to the person in front. Now you are Himesh's You can also sell it by name. by any name Can sell. There is nothing. no one on that There is no name. But Ajmal's products A trust was formed among the people. He also had a method. means a lot Hey Stern means this has also happened with a Sheikh I joked with him that I have heard Ajmal that your U-K adulterates the goods He says if you don't like it then throw it in the river Throw it away and take back the money from me you know That's the kind of confidence he had

1:10:01 in his goods because he is so If they did it after checking in more detail then Whatever was there at that time grew, only the name from and trust from purely today like off course There is no comparison to anything today If she says tata then the only word that comes in your mind is trust us we are right The same thing kept growing for commodities as well then eros started coming more to bombay

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