Where Heritage Meets Global Ambition: An Exclusive Interview with Abdulla Ajmal

April 2026

Ajmal Dubai has entered a bold new chapter with the announcement of global Indian superstar Ranveer Singh as its new brand ambassador in India and the UAE, underscoring the brand’s growing international vision and evolving identity. In an exclusive interview with Gulf Times Arabia, Abdulla Ajmal, CEO, Ajmal Group, shares insights into the brand’s evolution, the thinking behind its partnership with Ranveer Singh, and Ajmal Dubai’s ambitions as a modern global fragrance house.

Ajmal has built a legacy of trust over decades. Rebranding to Ajmal Dubai feels like a bold and intentional move, what does incorporating “Dubai” into the name represent, and what message does it send about the brand’s future direction?

Abdulla Ajmal: Ajmal’s journey began in Hojai, located in the northeastern Indian state of Assam, where Ajmal created oud chips and oils from agarwood trees long before oud became a global conversation. That grounding is still very much a part of who we are. Perfume, for us, has always been something deeply personal, almost instinctive.

But our journey has also been shaped by Dubai. This is where we grew, where we built scale, and where we learned how to take something rooted in tradition and make it relevant to the world. Dubai has a certain energy. It rewards ambition, it embraces different cultures, and it pushes you to think bigger. That has influenced how we see the brand today. So, when we say Ajmal Dubai, it’s not about moving away from our origins. It’s about acknowledging our evolution.

With this evolution, what aspects of the brand are changing, and what core elements remain unchanged?

Abdulla Ajmal: What’s changing is how we present ourselves to the world. You’ll see a more defined point of view in our design, our storytelling, and the way we curate what we put out, while still retaining the essence of Ajmal. We’re placing a stronger emphasis on narrative now, because fragrance is not just about how it smells, but how it makes you feel and what it represents. What doesn’t change is the foundation of Ajmal. We are still rooted in oud, a farm-to-fragrance house, vertically integrated, and still deeply involved in every stage of creation, from the raw material to the final composition.

What made Ranveer Singh the right choice as a partner for the brand at this stage?

Abdulla Ajmal: Ranveer brings instinct into everything he does, and fragrance, at its core, is instinctive. He doesn’t follow a template. He creates his own presence, and that aligns with where we are as a brand today. As we step into a more defined, global expression, it was important to partner with someone who is unapologetically individual, yet widely relevant. With Ranveer, it’s not just about visibility. It’s about energy, and that felt like a natural fit.

How does his association help Ajmal Dubai connect with new or different audience segments?

Abdulla Ajmal: He brings a new energy into the conversation. There’s a younger, more expressive audience today that doesn’t want to be told what luxury is. They want to experience it in their own way, and Ranveer connects with that instinctively. At the same time, his presence reinforces the direction we’re taking as a brand, more confident, more individual, more defined. His appeal also cuts across markets, which allows us to bridge cultures naturally, without forcing it.

What can customers in the GCC expect from Ajmal Dubai in the coming year?

Abdulla Ajmal: A more refined and elevated brand experience, much in line with global brands. GCC consumers will see stronger storytelling, a clearer point of view across our collections, and a more cohesive expression of who we are as Ajmal Dubai. We’re also looking at how we can enhance the way customers engage with the brand, both in-store and beyond, so the experience feels more immersive and aligned with the quality of what we create.

Q6. Which international markets are a priority for Ajmal Dubai’s expansion strategy?

Abdulla Ajmal: Our vision is to build Ajmal Dubai as a truly global fragrance house, so the focus is on expanding our presence across key markets rather than limiting ourselves to a few. India remains a very important market for us, both in terms of scale and in the way consumers are evolving in their relationship with fragrance. The Americas are a strong focus, particularly for more niche, story-driven collections, while Europe remains important as a dialogue with the world of perfumery. Across Asia, including markets like China, Indonesia, and Thailand, we are re-establishing our presence with a more considered approach. The intent is to be present globally, but in a way that stays consistent with the quality and identity of the brand.

Q7. In competing with established Western luxury fragrance houses in their own markets, what is Ajmal Dubai’s strategic advantage?

Abdulla Ajmal: We’re not entering as outsiders. We’re entering as specialists. With 75 years in perfumery, our understanding of ingredients, especially oud, comes from experience, not experimentation. While many Western perfumery houses are still exploring oud, for us it’s something we’ve grown up with, and that depth naturally shapes how we create. At the same time, we are equally comfortable working across Western fragrance structures. We understand that language well, and we can create within it with the same level of finesse. But our strength lies in bringing something more instinctive and layered into that space. We also operate very differently. We are fully integrated, from sourcing raw materials to crafting the final fragrance, which gives us a level of control and craftsmanship that’s rare today. That combination of depth and adaptability is what sets us apart.