THE MII FRAGRANCES by Ajmal Perfumes

Introducing a universe of 5 fragrant families at accessible price points to celebrate 70 years of crafting memories.

With this range, we bring together the finest international expertise, experience and ingredients for the Indian Millennials and GEN Z.

Mumbai, December 20: Ajmal Perfumes, a homegrown perfumery brand with a rich heritage acquired through 70 years of experience, is a global name known for its wide array of fragrances. Ajmal has been crafting memories for nearly seven decades, ever since its founder Haji Ajmal Ali, created the brand in 1951. As a trader of oudh and oudh oil, Haji Ajmal Ali opened his first store in Mumbai in the 1960s.

Today, Ajmal Perfumes is present in 45 countries that span across 240 exclusive showrooms globally and is available at 3000 Points of Sale in India. Earlier this year, Ajmal joined hands with the House of Anita Dongre to launch contemporary fragrance lines for AND and Global Desi.

To celebrate its 70^th anniversary, Ajmal Perfumes introduces – MII Fragrances – a range created especially for Millennials and Gen Z in India. Focusing on the Millennials and Gen Z audience who are digital natives with a curiosity that is easily piqued, the brand has created a range of fragrances for these experimental consumers who they believe are the driving force of the category. This range of fragrances encompasses the brand’s finest international expertise, experience, and ingredients but is available at accessible price points.

“It was our brand mission to make luxury fragrances affordable to mark the milestone year of the brand. Indian millennial and GEN Z consumer has evolved from using perfumes for occasional wear to making perfumes a part of their daily grooming routine. The trend of matching fragrances to moods is a new one, but one I predict will sure catch up soon. Every fragrance evokes a mood and type of destination through its notes.” says Abdulla Ajmal, Business Mentor and Perfumist, Ajmal & Sons – India.

As Ajmal Perfumes introduce the MII range, they have also taken customer psyche into consideration. There is a clear understanding that there is a connection between the colours you gravitate to and the notes in the fragrances you gravitate to.  Hence, in today’s digital age, when people look at their screens and order fragrances online, the packaging is the first touchpoint, and the brand wants to be crystal clear with tone and the saturation of the bottle.

The bottles are referenced after 5 precious gemstones; the colour of the bottles evokes a distinct mood and personality. The glass square bottles are designed to be trendy and sturdy. You can place them on your closet shelf, or slide them in the desk drawer or even bag pack with them. It’s a winning combination of aesthetics and functionality.

Elaborating on the retail strategy Saurav Bhattacharya, President – Operations, Ajmal & Sons – NHA Division, India, says, “The Indian Millennials and GEN Z consumers are extremely fashion-forward. This generation is the driving force behind the trends reshaping our Industry and hence this line of fragrance will prove to be a strong litmus test.

Smelling great is a critical part of their grooming requirements. Thereby, The MII Range was the next logical introduction for Ajmal Perfumes. Ajmal traditionally imported 70% of the products from its state-of-the-art manufacturing facilities in Dubai. With this range, we have moved manufacturing to India to save nearly 35% on various import duties, thereby offering our consumers a better price-value equation and also contributing to ‘Atmanirbharta’. While imbibing the ethos of a luxury perfume line, this range is available at an accessible price point of 1500 for 100 ml of EDP.”

The Indian Millennials and GEN Z consumers want quality, transparency and more gender-neutral scents, and this is what we have tried to incorporate into The MII Range. From a retail lens, for online, the aim is to have the product on top e-commerce platforms, and for offline, the brand plans to expand the business to 4000+ doors by the end of 2022, which includes apparel multi-brand outlets, beauty stores and Ajmal owned stores.”

The MII Range:

1. Ajmal India Neea Eau De Parfum for Women

Mood: Romantic Elegance

Fragrance Family: Floral Musk

Gentle and graceful in its composition, Neea whispers in flowers. The fragrance opens with citrusy and watery notes bringing out the florally of violets, roses and lily of the valley. Cedarwood and white musk in the base notes give stability and character to the delicate heart notes, making them long-lasting.

Match the mood: Wear Neea when you want to get into the flow of the moment without creating a storm. Perfect day fragrance!

2. Ajmal India Aretha Eau De Parfum for Women

Mood: Cheerful Confidence

Fragrance Family: Fruity Floral

The presence of juicy peach and crispy pear in the top notes lends a weightless freshness to this fruity-floral composition. Further, the sweetness honeysuckle mingles with Bulgarian roses, musk and earthy vetiver to create a fruity-floral fragrance that evokes a happy feeling. In perfumery, honeysuckle has a sweet and warm olfactory character which reminds you of sunshine, bottled.

Match the mood: Wear Aretha when you want to exude confidence and shine bright.

3. Ajmal India Prose Eau De Parfumfor Men

Mood: Charismatic Power

Fragrance Family: Fougure Aromatic

With a scent that’s both woody and refreshing, Prose spells character and sophistication. It opens with the sparkling sweet freshness of lemon, mandarin and spearmint, leading to an aromatic heart of lavender and anise. Leather in the base notes is the leading ingredient of this composition which gives it stability and grace without compromising on its freshness.

Match the mood: Wear Prose when you are ready to hold attention and are dressed to impress.

4. Ajmal India Yearn Eau De Parfumfor Men

Mood: Sporty Ease

Fragrance Family: Aromatic Aquatic

Yearn is the fragrance that will make you feel the breeze of the sea. Inspired by the strength of waves and expanse of the ocean, it’s a modern aquatic scent that bursts open with the zesty freshness of lemon, mint and mineral marine notes. In the heart of the perfume is a lavender, uplifting clean, sharp, woody green note of cashmere. The base comprising of velvety and earthy woods, amber wood, patchouli and musk, makes this fresh perfume extremely long-lasting.

Match the mood: When you want to smell fresh all day long, seamlessly moving from work to walk, party to solo treks, wear Yearn.

5. Ajmal India Ascend Eau De Parfum, Gender Neutral

Fragrance Family: Fruity Oriental

Mood: Evening Exuberance

Sensual, bewitching and alluring, this is not your regular oriental fragrance. It’s a modern take on a classic with the freshness of marine and grapefruit lightening up the deep olfactory profile of vanilla, amber and patchouli. Designed to appeal to the noses of fun-loving, high-spirited individuals, Ascend is the evening fragrance you can’t go wrong with.

Match the Mood: Wear Ascend for evenings out or intimate gatherings when your intention is to make your presence felt.

Price: 100 ml for INR 1,500 | 20ml for INR 600

The fragrances are exclusively available on in.ajmalperfume.com , and 3rd party e-commerce platforms, Ajmal kiosk and stores in India.

About Ajmal Perfumes:

At Ajmal Perfumes, the art of perfumery is crafted into a science of everlasting memories through their fragrances.  Ajmal stands strong as a corporate entity with a vast portfolio of over 300 of the finest and most captivating fragrances. The brand has a strong retail presence with over 240+ exclusive retail outlets across the GCC and the world.  Ajmal also has a presence on the international front; currently exporting to 45+ countries across the globe and with an exclusive presence through select 30 global Duty-Free locations and International Airlines.

In India, Ajmal Perfumes is available at 3000 Points of Sale across a mix of channels which comprises of Modern Trade, E-commerce, General Trade, Multi Brand Outlets and Owned Retail. Ajmal Perfumes are now available at select stores in Shoppers Stop, Dabur NewU, Parcos, Olfactive, Jade Blue, and Wellness Forever, amongst others. In e-commerce, Ajmal is present across approximately 40 sites, where Ajmal is one of the biggest single-brand perfumery house.