The soaring scent

A bagful of perfumes and toiletries is a dream gift for any individual. More so when it includes labels like Ajmal, Azzaro, Cartier, Clarins, Van Cleef & Arpels. When the delegates at the Ninth World Zoroastrian Congress in Dubai in December 2009 were welcomed with these fragrances, most enjoyed the scents but few realized they were courtesy Shapoor M. Bhathela, general manager of Ajmal Perfumes who has been with this company for the last 24 years.

One of the largest retail perfume chains in the whole of the Gulf operating through 108 exclusive showrooms with more than 700 dealerships across the globe, Ajmal Perfumes has carved a niche for itself in the regional perfume industry as an innovator in perfume-making and a pioneer in the marketing of regional perfume products to Arab and western markets. The name Ajmal has become synonymous with captivating perfumes and beauty products as well as high-quality traditional Arabic fragrance products for the body and home, notes their website.

Shapoor Bha­the­la: hands-on approach

The founder Ajmal Ali had come to Bombay to start a modest trading house. Traditionally a farmer hailing from Assam which is the source of Agarwood, the prime ingredient in oriental perfumery, his inherent business savvy persuaded him to launch an enterprise in perfume oils and extend the organization to the Middle East. The shift to Dubai was in 1976. The multimillion dollar family owned business today has a significant presence in the UAE, Saudi Arabia, Oman, Kuwait, Qatar and Bahrain. "In fact Ajmal is the only brand from the region to be present on board prestigious airlines such as Virgin Atlantic and British Mediterranean Airways in addition to being present in almost all dutyfree outlets in the GCC (Gulf Cooperation Council) region as one of the top 10 fragrance brands,” mentions Bhathela.

The company’s foray into distant shores was made possible by Bhathela and his dedicated sales team. Having joined the organization as a purchase coordinator when there were just about 10 people in the company, Bhathela worked in different capacities before "settling himself in the saddles of sales. His varied experience from sourcing, designing and production buckled with his exposure to foreign markets helped him to take a firm grip on the business nuances required for market expansion as well as general management of a company,” notes an introduction to this dynamic manager.

Ajmal means "most beautiful” in Arabic. Seeking to provide customers with a unique experience they launched innovative retail concepts like "My Inspiration,” and "Ajmal Eternal.” Included in their En Vogue range are perfumes like Distraction, Facets, Illusion, Mesmerise, Ravish, Sacrifice, Verve, Vision. Many of their creations are well known for their exclusivity and fall in the premium category. Their website refers to the luxury scent Ajmal II, enfolding the wearer in an aura of rose, jasmine and sandalwood, being bottled in a crystal handcrafted flacon etched in 24-carat gold. "It is a work of art from the oil inside to the flacon itself which glows diamond-like in the dark.”

The core team of Ajmal Perfumes that helped the enterprise establish a global presence

The company invested US $ 10 million in a new 150,000 sq ft high-tech, automated production unit and state-of-the-art research wing in Dubai six years ago. Equipped with the latest European technology for key processes such as blending, filling and packaging, the plant has the capacity to produce approximately 50,000 bottles of perfume a day to meet the growing demand. Bhathela played the role of the "key anchor” while the company established this production facility that is rated as one of the biggest in the Middle East and at par with other European production facilities in the perfumery sector.

To him also goes the credit of introducing Ajmal’s first packaged and branded perfume of the Middle East as also the first body crème brand to sell a million pieces. Known for his practical approach to life, the cheerful Bhathela claims he prefers a "hands-on approach rather than a hands-down one” and has constantly endeavored to be a pioneer, to create something new. An avid swimmer and table tennis player as also a voracious reader in his younger days Bhathela is now left with little spare time as his growing job duties require him to put in many extra hours of work. Honesty and integrity are the key values he cherishes in his business associates.