Rasasi Perfumes 1979 : Echoes of the East, Visions of Tomorrow
Talha and Omeir Kalsekar share Rasasi’s heritage, passion & innovative vision shaping perfumery’s future
In this exclusive interview with ParfumPlus Magazine, Talha Kalsekar, CMO, and Omeir Kalsekar, CEO of Rasasi Perfumes 1979, open up about the brand’s soul, its unwavering family heritage and its bold steps into the future of perfumery. From balancing tradition with global trends to embracing sustainability, digital-first strategies and cultural adaptation, Rasasi continues to carve its place as a global ambassador of Middle Eastern artistry.
ParfumPlus : Every fragrance house has its own soul. How do you define the unique identity of your brand, and what core values do you want every customer to associate with it?
Talha Kalsekar : Rasasi’s soul is rooted in family heritage and Middle Eastern artistry, carried forward with a modern global vision. Since our founding in 1979 by my grandfather, we have remained committed to quality, authenticity and innovation. Our identity lies in creating scents that feel personal yet universal, whether it is an oriental oud that evokes tradition or a contemporary, fresh fragrance that resonates with today’s youth. Customers should always associate Rasasi with trust, craftsmanship and a sense of belonging.
PP : How do you decide which fragrances to develop or introduce — do you follow trends, consumer feedback, artistic instinct or a balance of all three?
TK : It’s always a balance. We honour our artistic instinct and perfumery heritage, while listening carefully to consumer feedback and studying global market trends. For example, our Hawas line emerged from intuition about modern freshness fused with Arabian richness, which was validated later by its success worldwide. At Rasasi, innovation is not chasing trends but anticipating desires.
PP : Consumer tastes are constantly evolving. In your experience, how have fragrance preferences shifted in recent years, and how is your brand adapting to these changes?
TK : We’ve seen a growing demand for gender-fluid, niche, and story-driven fragrances. Younger consumers, especially, want perfumes that express individuality rather than conform to categories. Rasasi is adapting by reimagining classics for new audiences (such as launching flankers or special editions) and introducing bold, new expressive lines like Arabesque and Falcon. Our adaptability comes from staying true to our DNA while constantly refreshing our narrative.
PP : Sustainability is no longer optional. What are your brand’s priorities when it comes to responsible sourcing, packaging and production, and how do you plan to deepen these efforts?
Omeir Kalsekar : We recognise our responsibility as one of the Middle East’s largest family-owned perfume houses. Our priorities include responsible sourcing of raw materials, collaborating with global suppliers who uphold fair and ethical practices, and investing in recyclable packaging solutions or sustainably sourced paper. We have taken steps and are working towards reducing our overall carbon footprint through energy-efficient production by utilising Solar panels across our state-of-the-art facility.
PP : In what ways are you pushing boundaries, whether in formulation, packaging, marketing or customer experience, to create differentiation?
TK : Our differentiation lies in merging Arabian perfumery traditions with international storytelling and design standards. We’re pushing boundaries by investing in bold packaging concepts that stand beside luxury global brands, while ensuring accessibility in pricing. We also focus on digital storytelling and immersive brand experiences, from influencer collaborations to interactive in-store experiences. The upcoming rebrand of 1/6th of Rasasi led by Saleem Kalsekar, the eldest of the 6 brothers, for example, is designed as a cultural moment.
PP : How do you see the role of e-commerce and online engagement evolving, and what strategies are you implementing to strengthen your presence?
TK : E-commerce is no longer secondary; it is a core channel. We’ve invested heavily in multi-channel online sales across Amazon, Noon, and our own brand websites. Beyond sales, digital platforms allow us to create communities through influencer partnerships, TikTok campaigns, and WhatsApp engagement. Looking ahead, we’re focusing on personalised customer journeys, AI-driven recommendations, and stronger data analytics to ensure we meet customers wherever they are.
PP : Expansion brings both opportunity and responsibility. When entering new markets, how do you remain true to your brand’s DNA while adapting to local cultures, tastes, and regulations?
OK : For us, expansion is about translation, not transformation. We take our brand essence, craftsmanship, storytelling, and Arabian creativity and tailor it to local contexts. In the U.S., for instance, we’ve positioned our Arabic fragrances as part of a larger cultural movement, resonating with Gen Z on platforms like TikTok. In Asia, we lean into community-driven storytelling and adapt bottle sizes or formats to meet regional expectations. Regulations are treated not as limitations but as opportunities to elevate standards.
PP : Every journey comes with hurdles. What has been one of the biggest challenges your brand has faced recently, and what lessons have you drawn from that experience?
OK : One of our biggest challenges was navigating global supply chain disruptions. Rising costs of raw materials, shipping delays through political instability, US tariffs and surcharges for Dangerous Goods shipping put enormous pressure on our operations. The lesson we learned was the importance of resilience and agility…whether by diversifying suppliers, investing in better logistics planning, or strengthening direct-to-consumer channels. This period taught us that innovation isn’t only in products, it’s in problem-solving.
PP : Looking ahead 5–10 years, what milestones or goals do you hope to achieve, whether in product innovation, market presence or global partnerships?
OK : Our vision is to make Rasasi a global ambassador of Middle Eastern perfumery. In the next decade, we aim to:
- Expand our retail footprint into new geographies while strengthening our digital-first presence.
- Introduce up to six new directions of Rasasi, similar to how a global fashion brand has done within the same group name with sub-names. Rasasi is evolving!
- Elevate select lines like Hawas, Shuhrah and Dareej into global icons.
- Build partnerships that position Rasasi alongside the world’s leading fragrance houses, while always celebrating our heritage.
- The focus point for us would be Rasasi Perfumes 1979, led by Mr Saleem Kalsekar. The other directions are managed by the other brothers.
PP : What message would you like to share with ParfumPlus readers?
TK & OK : At Rasasi, fragrance is not just about scent…it’s about heritage, identity, and the art of storytelling. Every bottle carries with it a journey that began in Dubai 45 years ago and continues today across the globe. To the readers: thank you for being part of this journey. We invite you to experience Rasasi not just as a perfume brand, but as a family legacy shaping the future of fragrance.
