Rasasi, one of Dubai’s foremost fragrance firms, says it has witnessed steady growth notwithstanding the economic downturn much of the world witnessed over the past two years.

The company opened new outlets and launched new products in that period.

Fragrances launched recently included Abeer, Dhan Al Oudh Al Shamoukh and Knowledge.

Rasasi Perfumes Industry was founded in 1979 and has remained a family-owned business “built on a solid foundation of pioneering entrepreneurial vigour,” says its managing director Siraj Kalsekar.

“Initially the company sold oils. Manufacturing started 25 years ago and was based more on gut feeling than anything else unlike today when products are launched after extensive market research. Later, we took special care to design packaging that would reflect well our brands.

“We opened our first retail outlet in 1981 and spent Dh80,000 ($21,787) on its interior, a very big sum those days at a time when others were spending a maximum of Dh15,000. Within a week we received our first call from Zabeel Palace - from the wife of the late Sheikh Rashid, the ruler of Dubai.”

Blue Lady launched
The company launched its Western range of perfumes in 1992 with Blue Lady.

“The launch followed extensive market research. We entered the mid-market segment since there was no other player there at the time. We were the first local company to launch a Western range for the mid-market and we’re still a leading player,” Kalsekar says.

Today the Western range accounts for 50 per cent of its business.

“Our range is comparable to any international brands. There is no difference in terms of quality or packaging – everything’s the same,” the official claims.

“Our bottles come from the same factory where Channel sources its own bottles while pumps are sourced from the same manufacturer where YSL buys its pumps,” says Kalsekar.

The official stressed the high priority his firm accorded to quality, competitiveness and innovation.

The company commenced manufacturing 25 years ago

“For over two decades now we have worked diligently to ensure these words remain a true description of our products, guaranteeing that new products were exceptionally well-accepted on the market.” As Rasasi advanced, it decided it should establish a modern and fully fledged manufacturing and distillation facility, which it did in 1985 in the Jebel Ali Free Zone. The 20,000 sq m factory also produces deodorants.

New launches important
Fifty per cent of the company’s turnover comes from new launches which happen at a rate of six to eight annually. A team of experts scouts for innovative fragrances that will meet the tastes of discerning customers.

“Our deep understanding of the local and regional culture enables us to better answer our clients’ needs for products matching their style,” says Kalsekar.

Over the years Rasasi has diversified to include body care products such as cream and lotion. The company plans to open more outlets across the GCC region and is looking at setting up another plant outside the UAE.

Kalsekar says exports are vital for the firm’s bottomline but while the GCC area accounts for most overseas sales, the CIS market is also doing well.

The company is currently in the process of re-structuring and will soon have a business development team to take charge of the overseas business.

“It would be appropriate to add here that our past success has given us immense confidence, determination and inspiration to continue to prosper and grow,” Kalsekar concludes.