A father's passion.A son's promise.

In 1973, in the mist-covered forests of Assam, Mr. Abdul Latif Agarwala began with a small distillery, a handful of skilled artisans and a belief that true fragrance must have a soul.

Assam gave him agarwood, the source of oud, and a lesson that stayed with the house: the most precious things cannot be rushed. Around it grew jasmine and the kopou phool, the orchid of Assam. To him these were never simply ingredients. They were pieces of his homeland.

His rule was simple. Respect the ingredient. Honour the craft. Never compromise on quality.

In his work two fragrance cultures met: the ancient perfumery of India and the Middle East's long love of oud, attar, musk and amber.

Twenty years later the house opened its first retail showroom in the United Arab Emirates, in a region where perfume is part of culture, hospitality, celebration, identity and memory.

One customer became many. One generation introduced the fragrance to another. A family dream born in Assam found its way across the Middle East, Africa and the CIS countries.

The roots stayed where everything began. Assam. 1973. A perfumer and his dream.