"Dubai Perfumes Taking on the World" Interview with Imtiyaz Abdul Razak Kalsekar, CEO and Owner of RASASI IMTIYAZ GROUP

Executive Dialogue Vol. 21 Imtiyaz Abdul Razak Kalsekar, CEO and Owner of RASASI IMTIYAZ GROUP. Nagasugi, Representative of Gates Dubai, talks with leaders active on the front lines of the UAE and Japan to get a glimpse into the realities of Dubai and the UAE.

Challenging Dubai's Economy Through Fragrance: RASASI Built on Family Bonds

Nagasugi: Today, we'll be speaking with Imtiyaz Abdul Razak Kalsekar, CEO and owner of the Rasasi Imtiyaz Group. The group owns the fragrance brand "Rasasi Perfumes" and has expanded globally, including to the Middle East and Europe. Let's start by asking about the history of the company.

Imtiyaz: Rasasi was founded in 1979 by my late father, Abdul Razak Kalsekar, but it was a difficult journey. My father was born in Bombay (now Mumbai), India, to a poor family and was orphaned at just 9 years old. He worked hard for over 40 years and moved to Dubai at the age of 53.

The perfume business was the field he chose to take on as his new challenge in Dubai. His father was a devout man, so it was a natural progression for him to enter the perfume business, which is considered auspicious in Islam.
The first store was in Murshid Bazaar in Deira. Over 40 years ago, Dubai was still developing, but Murshid Bazaar was a major commercial district lined with stores selling perfumes, gold, accessories, and more. It was similar to the Dubai Mall of today. My father started selling perfumes there under the brand name RASASI.

Nagasugi: Please tell us the origin of the name RASASI.

Imtiyaz: The name comes from the initials of all my family members' names, such as the R from my father's name, Razzaq, and the I from my name, Imtiyaz. My father was a man who valued family ties. He also cared about the employees, suppliers, and of course, customers he worked with. I believe that building an ecosystem that makes each and every one of them happy is an important mission that I inherited from my father.

New Brand Bearing His Name and Cultural Respect in Global Strategy

Nagasugi: After taking over the business from your father, you expanded it significantly, developing the Saudi Arabian market and establishing a full-scale R&D facility in the south of France. You have now announced the launch of a new brand, "I'M RASASI." Please tell us about the concept of this new brand.

Imtiyaz: Our core concept is "From Legacy to Modernity." My father left us a wonderful legacy, but we can't just carry it on carelessly. We need to cherish the heritage while also brushing up our products to suit the current generation.
I have two daughters, and they told me, "Our perfumes are too big to carry around." Their generation prefers small bags, and carrying large perfume bottles is not practical. So we created an original and compact bottle for "I'M RASASI." While preserving what has been passed down, we have modernized the scent and packaging to suit the sensibilities of today's users.
By the way, the "I'M" in "I'M RASASI" has a double meaning: it stands for "I" and also comes from my initials, "Imtiyaz." In other words, it is also a challenge to see how I can carry on the legacy of my family (RASASI) in my own way.

Nagasugi: Mr. Imtiyaz, you have been actively promoting global expansion. I would like to ask you about the strategy you are using to sell your company's products around the world, and whether you plan to expand into Japan in the future.

Imtiyaz: When selling perfumes internationally, it's important to accurately understand the tastes of each country. For example, if we were to bring a Middle Eastern product lineup to Japan as is, it probably wouldn't have a good result. Japanese people would find Middle Eastern perfumes "too strong." We conduct thorough research for each country we sell in and, using the power of AI, strive to create an appropriate sales lineup.

And as for whether we will expand into Japan, the answer is "Yes." I have a strong affinity and sense of synergy with Japan. I believe my father was successful in Dubai because of his uncompromising attitude toward his products and his high ethical standards, and I sometimes see this in my father and the Japanese. I once bought a product in Japan and there was a slight problem with the quality. Just to be safe, I notified the store, and they took the item back and even wrote me a letter of apology. I believe that this uncompromising attitude and ethical standards are what my father embodied. Doing business in Japan will be an important milestone for RASASI.
However, as I mentioned earlier, we cannot simply import Middle Eastern products. We need to create a Japan-exclusive product with a more compact form and a scent that Japanese people like. In fact, we are looking for Japanese talent to work on this project, but we have not found anyone yet. We would love to see any Japanese people who feel they are up to the task working with us.

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Nagasugi: My final question. Our publication is primarily read by people who do business in Dubai or are considering moving there. As someone who has lived in Dubai for over half a century, what do you think are the attractions of Dubai and the advantages of doing business there?

Imtiyaz: When my father first set foot on Dubai soil, the area was a vast desert. Naturally, there was no Burj Khalifa or Palm Island. But my father had the foresight to continue saying, "Dubai will become a great city." If you look at our products, the country of origin is listed as "Made in Dubai, UAE." It is not "Made in UAE." This was my father's will.
I think my father's prediction was correct. Dubai is no longer just a city. It has become a city that people all over the world aspire to visit, and many people see added value in the Dubai brand. I expect the Dubai brand market to develop rapidly in the future. It will undoubtedly be an attractive option for people looking to do business in a new location.

Nagasugi: It's true that there are an increasing number of cases, such as Dubai Chocolate, where the charm of the city of "Dubai" itself adds value to the product. I look forward to the day in the near future when "Made in Dubai, UAE" products become synonymous with luxury goods in Japan as well. Thank you for taking the time to speak with me today.