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I’M RASASI: Rewriting The Rules Of Fragrance
Imtiyaz Kalsekar, Founder & CEO of Rasasi Imtiyaz Group, on preserving fragrance heritage, embracing youthful creativity and shaping the next chapter of perfumery
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.
PP: The Hawas Chapter: Hawas Blanche and Hawas Crystelle mark a new chapter for the collection. What inspired these creations, and what distinguishes their olfactory identities?
IK: Hawas already carries strong expectations, so this was a project we approached with real care. Blanche and Crystelle are our first Hawas creations under I’M RASASI. Blanche explores a brighter, fruity freshness, with citrus, aromatic, woody and musky facets. Crystelle moves into a more oriental, spicy and musky direction. We wanted two distinct personalities that could also work together. They were developed with layering in mind, allowing people to enjoy each individually or combine them. That freedom to make the fragrance your own was important to us.
PP: Both fragrances underwent a 20-month development journey. What were the key creative decisions that shaped their evolution from concept to final composition?
IK: One important decision was to give both fragrances their own identity while considering how they would come together through layering. That added another dimension to the development. The scent Hawas Crystelle was designed by 16-year-old son Yahya Kalsekar. We also had to think about the complete experience: what the scent communicates and how the bottle expresses that feeling. Twenty months is a considerable commitment, but I believe a fragrance needs time. There is always pressure to move quickly. For us, the priority was to reach a result we felt confident putting our name behind.
PP: Your 16-year-old son played a role in developing a fragrance, bringing a fresh generational perspective to the process. How did his ideas influence the creation, and what did the experience mean to you as a father and perfumer?
IK: Yahya brought the perspective of someone from the generation we are trying to understand. That has real value, because experience can sometimes make you look at things in familiar ways. His involvement encouraged me to step back and consider how a young person might connect with a fragrance today. As a father, sharing that creative process was very special. Fragrance has been such a large part of my life, and having him take an interest gave the experience a personal meaning beyond the product itself.
PP: As younger consumers embrace fragrance as a form of self-expression, how are their preferences influencing the way brands approach scent, design and storytelling?
IK: I think younger consumers are more comfortable choosing fragrance according to how they feel. They may want something playful one day and something more understated the next. That gives us room to explore different ideas. It also means the scent, design and story need to feel connected. A striking bottle might attract attention, but the fragrance has to earn its place in someone’s routine. We try to create that first spark of curiosity, then give people a product they genuinely enjoy wearing.
PP: With a presence in more than 30 countries, how do you respond to diverse regional fragrance preferences while maintaining consistency in quality and craftsmanship?
IK: Being present in different markets teaches you to listen carefully. Our distributors, retail teams and customers help us understand how preferences vary, and we consider that feedback during development. Having a diverse portfolio allows us to offer different fragrance experiences. At the same time, the care behind a product must remain consistent wherever it is sold. Our in-house design, research and development capabilities help support that consistency. A customer discovering us overseas should receive the same attention to quality as someone visiting us in the UAE.
PP: As the fragrance industry continues to evolve, which emerging opportunities or creative directions excite you most for the future of perfumery?
IK: I am excited by how willing people are to experiment, particularly with layering and building a fragrance wardrobe. It opens up interesting possibilities for creation. There is also an opportunity to introduce more people internationally to the richness of our fragrance heritage through a contemporary lens. For me, the most rewarding direction is bringing generations together: allowing experience and fresh ideas to influence one another. There is still so much we can explore when we remain curious.
PP: What message would you like to share with ParfumPlus readers?
IK: Choose a fragrance because you enjoy it and feel connected to it. Take your time, wear it on your skin and see how it becomes part of your day. To everyone who has supported our journey, thank you. Your trust means a great deal to us, and we look forward to sharing this next chapter with you.
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