Brands
Ajmal Perfumes partners with Parcos
MUMBAI: Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.
The alliance aims to reach a wider customer base who will now be able to buy Ajmal Perfumes at Parcos stores in Mumbai, Delhi, Hyderabad, Chennai and Kochi. Ajmal Perfumes’ premium signature range such as Amber Wood, Amber Musc and the latest launch Aristocrat will be available at the stores.
Ajmal Perfumes has been creating many memorable and mesmerising fragrances since its commencement in the year 1951 and has been a favourite perfume brand for many Indians. Fragrances by Ajmal Perfumes are known for having high quality ingredients and alluring scents. On the other hand, Parcos is India’s pioneering perfumes and cosmetic retailer, translating brand equity through a qualitative ambience, guaranteed authenticity and expertise.
Ajmal and Sons, India consulting perfumer Abdulla Ajmal says, “We are ecstatic to partner with renowned brand, Parcos. With this association, we will be able to offer some of the best signature perfumes from Ajmal Perfumes’ portfolio to Parcos loyalists. This will give them an opportunity to experience world of fragrances by Ajmal Perfumes.”
Founded by the Late Chairman Haji Ajmal Ali in the Year 1951, Ajmal & Sons has grown from a modest trading house operating out of Mohammed Ali Road in Mumbai to an international powerhouse with distribution in over 45 countries around the world and company owned retail outlets in the United Arab Emirates, the Kingdom of Saudi Arabia, Kuwait, Qatar, Bahrain, Oman and Thailand.
Today this multi-million-dollar family owned business is steered by the passion of the second and third-generation Ajmals, each playing a key role in the brand’s development. At present Ajmal is available in 12 duty free locations and 14 international airlines and with over 240 outlets across the world. Ajmal & Sons is available in 31 cities with 49 company owned outlets across India.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
