Discover the captivating journey of AZHA PERFUMES, a brand rooted in heritage yet driven by innovation. Founded by OMEIR KALSEKAR to honor the legacy of his grandfather, Azha blends tradition and modernity to create unforgettable fragrance experiences. Led by a youthful team, the house stands out in the competitive Gulf market, offering a diverse range of scents. Join us in exploring Azha Perfumes, where timeless culture meets modern elegance, and experience a brand that inspires customers to fall in love not only with its products but also with its story.
Omeir, please share your background with us. How did Azha Perfumes come to be, and what are the brand’s main goals and drivers?
My family business background is in perfumes and fragrances. It is woven into my heritage, and I have fostered a passion for the craft over the years. We created Azha Perfumes to honour the legacy of Haji Abdul Razzaq Kalsekar, the visionary behind Rasasi Perfumes and my grandfather.
Azha is a homegrown GCC* perfume brand which seeks to create a unity between the different generations. Our products are blended with culture, values, and new trends in mind. We are where tradition meets innovation and affordability meets opulence. We want to deliver a positive experience to our customers and want them to fall in love with our story and not just our products. Our focus is on quality and when we say quality we are not referring to just the product but also the entire consumer experience. It sounds simple but we believe and have seen that the hardest thing to do is get the basics right. This is where a lot of brands struggle. Our grandfather always taught us to never compromise on the quality of the scent or the final product.
* Gulf Cooperation Council
There is a huge and growing demand for perfumes made in the UAE, accompanied by significant competition. How do you stand out?
Our history and our age are a relatively rare blend in this region. Usually, it is the older and more experienced members of a team who take the lead, but with us, it is the youth. What we have seen nowadays is that the youth have become major influencers in their circles, whether that is their family or friends or even their parents. We believe that the reversal of the leadership and team structures is one of our most unique advantages, even if it’s behind the scenes.
How are your perfumes produced? What are the inspirations behind Azha’s creations, and how much of Arabian tradition is reflected in them?
We work extensively with the research and development departments of our various suppliers to gain intelligence and insights into which direction the industry is going in. We also observe trends in related or allied industries and keep a close eye on different markets. But most importantly, we are in regular touch with our consumers to get their feedback and if necessary, dive deeper into it.
Azha’s portfolio is quite extensive. How would you describe it? What are the most commonly used ingredients, and where do you source them?
We see Azha as a ‘one-stop-shop’ for all your fragrance needs – whether it’s personal use, gifting, home care, daily use, or party wear. Our fragrances range from complex fragrances that evolve over time to singular fragrances that are perfect for either keeping it simple or to use as a layering element to give it your own personal twist. You can find every kind of fragrance at Azha from Vetiver Pepper, which is one of our signatures, with a base of fragrant ambergris and vetiver to a fun scent such as bubblegum.
We always strive to be transparent on which ingredients we use. We also prioritise sustainability by supporting farmers and the protection of the environment while developing our products.
Which are your best-sellers, and what do you think drives their popularity? How do the preferences of your local and international customers differ?
Our bestsellers include Vetiver Pepper, Ocean Breeze, Ishq and Amal, to name a few. I think that these products, as with our entire range, are great quality and we price our products well and according to its value rather than inflating it unnecessarily. I also believe that these scents are of fragrance families that are globally accepted such as Marine for Ocean Breeze.
How do you view the current perfume industry, and what changes do you think are needed? What is Azha’s potential on the global stage?
The perfume industry is growing massively but it is also changing drastically. One big challenge is the lack of barriers to entry. This invites in traders and companies to the industry who are looking to make a quick buck. Over time this creates unsustainable practices within the industry and expectations in the eyes of the consumers. Barriers to entry need to be made stronger, especially on the regulatory front, as this is where the biggest investment in terms of money and time is spent by companies with sustainable practices. Other companies who skip these processes reduce costs but also create a dangerous scenario where consumers might be at risk. Another massive challenge is the influx of counterfeits and duplicates.
What mark would Azha like to leave in history?
We would like to be known as a brand that does the right things well and stands by its promises to our consumers.
In 2 or 3 words, how would you define perfume?
The most personal expression of oneself.
Omeir, thank you for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
It’s been a pleasure and an honour to share our brand story with you and we look forward to continuing to leave a positive impression on all the lives that Azha touches.
Check out Azha: https://azhaperfumes.com/
(images cortesy of Azha)
