House of Anita Dongre unveils its first-ever fragrance series in collaboration with Ajmal Perfumes. Ajmal perfumes is a homegrown perfumery with a legacy of 70 years. Defining the spirit of her prèt labels namely AND and Global Desi, Dongre’s signature fragrances have been co-created through comprehensive feedback from over 600 loyal customers. While AND indicates a fiercely independent and confident image, Global Desi is playfully artistic and the one for a wanderlust.
Initially, both the houses started out by sending 8 sample fragrances to their domestic outlets for customers to experience. The perfume bouquet that was finalised as the brands’ signature scents was the one that customers invariably picked as the best out of the curated samples. The scents reflect the essence and ethos of the two brands.
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On this new launch, Dongre says that AND and Global Desi have always aimed to create pret fashion that is accessible, empowering, and inclusive for the evolving Indian woman. In line with this, she believed that collaboration with Ajmal Perfumes would be another feather in the hat.
Abdulla Ajmal, Business Mentor and Perfumist, Ajmal & Sons informs that they are amongst the very few organic perfume houses worldwide that have good access to the plantations in India.
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A reason to second this would be because they believe they are ‘growers first’ and respect meticulous craftsmanship.
With a seven-decade experience in crafting signature perfumes, they wanted to collaborate and introduce a line of fragrances by exploring the ingredients that were fit to evoke Indian sensibilities. They tell how the perfume tests and feedback’s from the customers helped to create a collection that includes over 16 compositions. The fragrances are undoubted of superior quality with an accessible price point. The co-brands is to offer 28 different products across EDP and Body Mist categories, which will launch both online and offline. The fragrances are inspired by flowy silhouettes, pastel colours and botanical elements. Inspired by the delicacy of flowers, The range consists of 4 Eau De Parfums and 4 Fragrance Mists and is gorgeous yet comfortable.
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