Qafiya was envisaged as a perfume which was made by the Khaleejis, for the Khaleejis and of the Khaleejis. It was developed on the three pillars of Pride, Community Spirit and Collaboration.

The core concept of this ‘Community’ initiative was built on the premise of young vibrant Khaleejis who worked with Ajmal team, right from concept development to the marketing of the final product.

Every aspect of this new product i.e. concept creation, fragrance inputs/selection, bottle design, secondary packaging, logo identity, etc. was inspired by the Panel of Khaleeji locals.

The ethos: “Inspiration of modern Khaleeji lifestyle, encapsulated in the form of Qafiya.”