April 12: Making her debut in the fragrance industry, designer and entrepreneur Anita Dongre recently launched new perfume lines for her ‘And’ along with the ‘Global Desi’ womenswear lines in partnership with Ajmal Perfumes.
The first perfume range of Anita Dongre will consist of a set of four fragrances and body mists fr both And and Global Desi. The business announced via their Facebook official account.
While sharing about the launch, Ajmal expressed, “The process started with intense brainstorming sessions to understand the customers to get an in-depth understanding of their psyche- their likes and dislikes, what makes them tick and what gets them excited. What emerged was not a single unified portrait because the modern Indian woman is not a monolith. She comes in many shades and different moods. All with their own unique personality, with different dreams and distinct approaches to life.”
“Ajmal’s perfumers worked with the And and Global Desi customers to select a bouquet of ingredients for each fragrance family, tweaking the list over multiple smelling sessions and iterations,” Ajmal & Sons India’s business mentor and perfumist, NHA Division, Abdulla Ajmal, told Vogue India about how the lines were conceived.