THIS INDIAN FAMILY TURNED

@thirdnetwork

241.4K followers · usually 15.4K views a post

Views

151.8K

Likes

3.7K

Comments

53

Shares

815

SoundTikTok sound · original sound - thirdnetwork

Promoted product

Rasasi Perfumes

Why it worked

The video effectively uses a compelling rags-to-riches narrative, showcasing the journey of a family business from humble beginnings to global success. The inclusion of impressive statistics, visual storytelling, and the focus on innovation and expansion likely resonated with viewers interested in entrepreneurship and luxury brands.

Summary

This video chronicles the remarkable growth of Rasasi Perfumes, an Indian family-owned business that transformed a single Dubai shop into a global fragrance empire. It highlights their innovative approach, expansion into 110 countries, and the leadership of the third generation in shaping the company's future.

Structure

1Introduction of Rasasi Perfumes as a global fragrance empire.
2Founding story of Haji Abdul Razzak and the initial perfume shop.
3Focus on traditional Arabic perfumery blended with French influences.
4Establishment of manufacturing facilities and expansion across continents.

Original caption

The $5B Dubai Perfume Brand That Conquered 110 Countries 🇦🇪 #rasasi #rasasiperfumes #founderstory #uaebusiness #billionaire @Rasasi Perfumes

More from @thirdnetwork

Product placement

Rasasi Perfumes: Acts - a family-owned fragrance house that started as a small shop and grew into a global empire, selling perfumes. Its interface is operated by the family members who run the business. Removing it would change the entire video. Rasasi is the subject of the video. Chanel: Appears - a bottle of Chanel N°5 is shown briefly. Removing it would not change the video. Hawas: Acts - a specific fragrance line from Rasasi that is highlighted for its popularity and sales figures. Removing it would change the video by removing a key product example. Kenz de Rasasi: Acts - a new brand or line being developed by the company. Removing it would change the video by removing a future product example. Caneza: Acts - a new brand or line being developed by the company. Removing it would change the video by removing a future product example. Rassam: Acts - a new brand or line being developed by the company. Removing it would change the video by removing a future product example.

On-screen text

THIS INDIAN FAMILY TURNED ONE PERFUME SHOP IN OLD DUBAI INTO ONE OF THE WORLD'S BIGGEST FRAGRANCE EMPIRES, SELLING IN 110 COUNTRIES AND VALUED AT $5B. MEET THE KALSEKAR FAMILY, THE FOUNDERS OF RASASI PERFUMES. IN 1979, HAJI ABDUL RAZZAK OPENED A SMALL PERFUME SHOP IN MURSHID BAZAAR IN DUBAI. WHILE MANY RETAILERS FOCUSED ON IMPORTING EUROPEAN FRAGRANCES, HE BELIEVED THE FUTURE WAS IN CELEBRATING TRADITIONAL ARABIC PERFUMERY MERGED WITH FRENCH PERFUMES. HIS PERFUMES BECAME SO POPULAR ACROSS THE GCC, AFRICA AND ASIA. BUT RASASI REMAINED A FAMILY BUSINESS. IN 1983, RASASI WAS THE FIRST TO ESTABLISH A PERFUME MANUFACTURING FACILITY IN THE MIDDLE EAST. THEY LATER ESTABLISHED THE LARGEST STANDALONE PRODUCTION SITE IN THE WORLD, AMONG THEM WAS CO-FOUNDER AND CURRENT CHAIRMAN ANIS ABDUL RAZZAK WHO CREATED THE MOST VIRAL FRAGRANCES FOR RASASI AND INTRODUCED THE WORLD TO PERFUMES FROM DUBAI. THEN CAME HAWA'S, THE FRAGRANCE THAT SOLD OVER 100M UNITS OVER THE YEARS AND BUILT A CULT FOLLOWING ACROSS TIKTOK, YOUTUBE AND COMMUNITY, AMASSING OVER 1 TODAY, RASASI FRAGRANCES ARE SOLD THROUGH MORE THAN 250 SHOWROOMS ACROSS THE GCC AND EXPORTED TO 110 COUNTRIES. NOW, THE THIRD GENERATION IS LEADING THE FAMILY BUSINESS INTO ITS NEXT CHAPTER. TOGETHER, ISMAIL ANIS AND ISHAQ ANIS ARE DRIVING RASASI'S GLOBAL EXPANSION, SHAPING THE FUTURE OF THE COMPANY AND TAKING THE BUSINESS TO THE NEXT LEVEL. UNDER THEIR LEADERSHIP, THE COMPANY HAS BUILT ONE OF THE REGION'S LARGEST INTERNATIONAL DISTRIBUTION NETWORKS, WITH 34 DISTRIBUTORS SPANNING NORTH AND SOUTH AMERICA AND KEY MARKETS WORLDWIDE. THROUGH AAR GROUP, THEY'RE BUILDING BEYOND RASASI WITH KENZ DE RASASI, CANÉZA AND RASSAM, CREATING THE NEXT GENERATION OF MODERN PERFUMERY AND LIFESTYLE BRANDS FROM DUBAI, WITH THE VISION OF TURNING THE CITY INTO THE GLOBAL HUB FOR FRAGRANCES IN THE WORLD.

Transcript

This Indian family turned one perfume shop in old Dubai into one of the world's biggest fragrance empires, selling in 110 countries and valued at $5B. Meet the Kalsekar family, the founders of Rasasi Perfumes. In 1979, Haji Abdul Razzak opened a small perfume shop in Murshid Bazaar in Dubai. While many retailers focused on importing European fragrances, he believed the future was in celebrating traditional Arabic perfumery merged with French perfumes. His perfumes became so popular across the GCC, Africa and Asia. But Rasasi remained a family business. In 1983, Rasasi was the first to establish a perfume manufacturing facility in the Middle East. They later established the largest standalone production site in the world, among them was co-founder and current chairman Anis Abdul Razzak who created the most viral fragrances for Rasasi and introduced the world to perfumes from Dubai. Then came Hawas, the fragrance that sold over 100M units over the years and built a cult following across TikTok, YouTube and community, amassing over 1 Today, Rasasi fragrances are sold through more than 250 showrooms across the GCC and exported to 110 countries. Now, the third generation is leading the family business into its next chapter. Together, Ismail Anis and Ishaq Anis are driving Rasasi's global expansion, shaping the future of the company and taking the business to the next level. Under their leadership, the company has built one of the region's largest international distribution networks, with 34 distributors spanning North and South America and key markets worldwide. Through AAR Group, they're building beyond Rasasi with Kenz de Rasasi, Caneza and Rassam, creating the next generation of modern perfumery and lifestyle brands from Dubai, with the vision of turning the city into the global hub for fragrances in the world.