Abdulla Ajmal, CEO of Ajmal Group, is a visionary leader in the fragrance industry, renowned for innovation and tradition. With a commitment to quality, he has propelled the company to global success:

Abdulla, what inspired you to join and create a business in the fragrance industry?

It all started with my grandfather, Haji Ajmal Ali, as he wandered in the farms of Assam with nothing more than a dream. A rice farmer by trade, my grandfather was searching for precious Oudh from the Agarwood trees to change his family’s fortunes and the face of perfumery. In an era when Oudh oil was yet to capture the world’s imagination, he ventured into trading it, laying the foundation for Ajmal.

Growing up, I was always surrounded by fragrance so it’s practically in my genes and I had the privilege of being trained by my uncle, Late Nazir Ajmal, who was one of the noses of the company. He made sure I knew everything about perfumes, from memorising their notes to understanding their complexities.

How does Ajmal Group balance tradition with innovation in its products?

At Ajmal, our mission is to keep our time-tested perfume traditions relevant and up-to-date with the latest perfumery manufacturing processes. For example, we have an army of artisans who come and help while our processes in the factory are automated. We strongly believe that modernisation should not come at the cost of employment and in order to ensure long-term growth, we foremost want our workforce to succeed.

We like to oversee every function meticulously, as we do not want to compromise the integrity of our products at any level.

What sets Ajmal fragrances apart from others in the market?

Following the above point, this strong level of control is setting us apart from other leading brands in the market as we not only meet our customers’ expectations, but we exceed them. Indeed, the farm-to-fragrance model allows us to deliver the highest quality standards as well as unparalleled credibility and authority in the industry.

Furthermore, we have a strong R&D team with over 25 years of experience and a portfolio of published research papers, led by our seasoned chief who has a background in organic chemistry. The team continuously strives to discover and manufacture raw materials not readily available in the market, ensuring that each Ajmal fragrance is distinctive and authentic, which once again sets us apart from our competitors.

Can you share any exciting new upcoming projects or developments within Ajmal Group?

Right now, we are available in 60 countries; the next milestone will be to take this number to 100 – as we want Ajmal to be the leading perfume house globally, not just in the Middle East. I want to revolutionise the way people smell and wear fragrances.

In today’s changing world, how does Ajmal Group ensure sustainability in its production processes?

Initiated by my grandfather in 1979, Ajmal was one of the first companies to launch an extensive afforestation programme in the hills of North-East India, with over 10 million trees planted so far. Today, they remain a vital source of income, employment, and financial independence for the female community within the Assam region and provide care for orphaned children in the region.

To this day, Ajmal is one of the farm-to-fragrance brands globally. We cultivate our raw materials (some proprietary ones), and currently, 60% of our factory operates sustainably, with plans to recycle water internally. We’ve also launched products with recycled plastic components and are exploring recycled glass options. For Ajmal, sustainability isn’t a trend — it’s a tradition.

What main challenge have you faced as CEO, and how have you overcome it?

Our unique challenge has been to not only preserve but also enhance our rich legacy while navigating the complexities of the modern market. In an industry that’s constantly evolving, with new trends, preferences, and technologies emerging all the time, we, as a company deeply rooted in tradition, have found a way to honour our heritage while adapting to the changing landscape. This distinctive approach sets us apart and ensures our continued success.

To overcome this challenge, I’ve taken a multifaceted approach. Firstly, I’ve focused on maintaining our core values of being farm-to-fragrance, family-led, and rooted in the finest ingredients. This ensures that our products continue to carry the authenticity and quality that customers have come to expect from us over the years.

Secondly, I’ve worked on blending modernity with tradition. We’ve invested in research and development to incorporate new techniques and ingredients into our perfumes while preserving the essence of our traditional recipes. This has allowed us to create innovative and exciting fragrances that appeal to contemporary sensibilities while retaining the soul of Ajmal.

Collaborating with master perfumers has been crucial to staying ahead of the game. This partnership ensures that we remain at the forefront of fragrance trends, setting new standards in the industry.

Expanding into new markets has also been a significant part of our strategy. While staying true to our roots, we’ve identified opportunities in emerging markets and adapted our products and marketing strategies to suit the tastes and preferences of those regions. This agility has enabled us to reach new audiences while staying relevant in the global marketplace. This has allowed us not just to achieve success, but to set new trends in the industry. One of our greatest strengths as a company is our mastery over the craft of perfume making. We understand how to create fragrances that are not only memorable but also resonate with different demographics. By leveraging this expertise, we’ve developed perfumes that cater to diverse age groups and tastes, ensuring that Ajmal remains a household name for generations to come.

As CEO, my role has been to lead Ajmal Perfumes through a period of transformation, where we embrace the future while cherishing our past.

What strategies do you use to maintain a competitive edge in the perfume market?

There are a few key strategies that have enabled Ajmal to evolve within the local and regional perfume industry: introducing new product lines, implementing innovative marketing strategies, and investing in research and development to keep up with changing market trends.

I must add that our product development strategy is synergistic. Teams across marketing, packaging, and fragrance creation collaborate closely, ensuring that every detail, from the scent’s essence to its packaging colour, aligns with our vision. This meticulous planning plays a crucial role in our continued success.

How does Ajmal Group adapt to changing consumer preferences and trends?

Our unwavering focus on understanding our global audience is paramount. Though we are leaders in the Middle East when it comes to perfumery, we also acknowledge that different regions and demographics have distinct preferences and sensibilities. Therefore, we heavily invest in comprehensive market research and consumer insights to customise our products accordingly. One of our key strategies for adapting to these shifts is through continuous innovation, product development, and market feedback. We don’t rest on the supremacy of our best sellers but are constantly evolving formulations and presentations to meet the needs of our diverse audience.

For example, our recently launched Privé collection, consisting of five ranges — Kristaal, Galaxy, Gems, Royal, and Signature — is a modern take on classic notes. Each range offers three distinct perfumes, meticulously crafted with over 20% pure perfume in each bottle. These fragrances are expertly blended to provide an exceptional olfactory experience, utilising the finest ingredients from around the globe.

How do you ensure a culture of creativity and excellence within your team?

To start with, I am always inspired by the world around me when crafting perfume — from the scents of nature to the aromas of everyday life. I carefully select and blend ingredients to create unique fragrances. ‘Farm to Fragrance’ means we actually control the journey our fragrances take from the farm to the bottle on your shelf.

The R&D team’s dedication to innovation truly inspires trust in our customers and partners, who recognise that anything with the Ajmal name embodies quality and excellence.

The bottles are totally exquisite — where does the design inspiration come from?

I believe that a fragrance has the power to transport you to another world, to awaken memories, and to inspire confidence. And the bottle design plays an important role in this. For instance, the designs for the ‘Gems’ range from the Ajmal Privé Collection were inspired by some of the world’s most beautiful natural gemstones and their origins. The ‘Jewel of Bogota’ is an ode to the emeralds of Bogota, which are among the most beautiful in the world. This is reflected in the elegant green see-through bottle and the cut-glass green lid.

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