A Note Of Disruption

Luxury perfumery is an art that transcends time, weaving personal narratives with sensory experiences. Talha Kalsekar, the visionary behind House of Noya, has embarked on a journey that redefines niche fragrances, blending deep-rooted heritage with modern innovation. Breaking away from his family’s established legacy in the perfumery world, Talha set out to create a brand that reflects his individuality, travels, and passion for storytelling through scent. In this exclusive interview, he shares the inspirations, challenges, and aspirations that shape House of Noya.

Talha, you mentioned earlier that you were somewhat of a rebel in your family and wanted to carve your own path. What inspired you to take this step, especially when Rasasi Perfumes already had an established stature in the market?

To be honest, growing up in a family business can seem like gold from the outside, but it comes with its challenges. Work discussions dominated even family gatherings, and as a child, I found that frustrating. I decided early on that I wanted something different, something that wouldn’t feel like an extension of those dinner table conversations. I initially wanted nothing to do with perfumery.

However, when I was studying in London around 2015-2016, I came across niche brands that were doing incredible things. One brand, founded by a husband and wife, built a collection inspired by their travels. They eventually sold it to a major group for over $350-400 million. That fascinated me—how they blended passion, travel, and business seamlessly. It reignited my own passion, but I knew I wanted to do it differently. I wanted creative freedom, a fresh perspective, and the ability to take risks. That’s how House of Noya was born.

How do you differentiate House of Noya from Rasasi and other competitors in the fragrance space?

Each brand has its own unique identity. With Noya, I am targeting a completely different audience—specifically the younger generation. My goal is to connect with people through storytelling. Every fragrance I create is inspired by personal experiences and emotions. For example, in my Aqua collection, one scent captures the essence of Cinque Terre in Italy, where I was struck by the fresh aroma of lemons. It took me eight months and visits to Italy, Grasse, and Dubai to perfect that fragrance.

With my recent role at Rasasi Perfumes heading their Marketing, I plan to expand the focus to a younger audience too keeping the legacy and heritage aspect intact in our marketing communication across channels. Rasasi Perfumes offers high-quality perfumes at an affordable price, but at House of Noya, I focus on luxury at a niche level. The time, effort, and craftsmanship that go into each scent make a difference—just like the distinction between a high-end Toyota and a Rolls-Royce.

When it comes to marketing, do you want to highlight the legacy of Rasasi Perfumes, or would you rather position House of Noya as an independent brand?

While we don’t actively market the Rasasi Perfume’s connection, consumers in the niche fragrance space are well-informed. They know the founders and their backgrounds. I embrace my roots, but I emphasize that I am forging my own path—just as my grandfather did when he built Rasasi Perfumes. House of Noya is a completely independent entity, with no production or supplier ties to Rasasi Perfumes. We manufacture in Italy and work with renowned perfumers like Paul Guerlain, who has not collaborated with Rasasi Perfumes before.

The aesthetics of House of Noya are very modern and refined. Will you continue with this approach in future collections?

Absolutely. The bottle design remains consistent, but we play with colors and finishes to match each collection’s theme. For example, our first collection featured a gold cap to symbolize the ‘golden child’—our debut. The Aqua collection incorporates a globe-inspired design, representing how water connects the world. We collaborate with a top-tier Parisian design agency to ensure our visual identity stays fresh and contemporary.

Why the name House of Noya?

‘Noya’ means divine beauty or beauty of God. The idea was to spread positivity and recognize that we are all beautiful creations of God. The concept came to me during my university years, but it fully took shape during the COVID-19 lockdown. That period reminded me how interconnected we all are, which inspired me to create something that unites people through scent.

I also wanted to build a brand that extends beyond perfumery. ‘House of Noya’ allows room for expansion into other luxury segments—whether that’s a café, a restaurant, or another creative venture in the future.

You mentioned House of Noya is positioned at a premium price point but remains accessible. What is your pricing strategy?

Our perfumes start at 630 AED, making them part of the affordable niche luxury category. Comparable brands often start at 750-1200 AED, with some reaching 1400 AED. My goal was to create high-end quality at a more accessible price, so young consumers can build collections without breaking the bank. Platforms like TikTok have increased demand among younger buyers, and I wanted to cater to that aspiration without compromising on luxury.

Where are your products currently available, and what are your future expansion plans?

Right now, we retail offline at the W Hotel in Mina Seyahi, and on Bloomingdale’s UAE website. Moving forward, we are expanding into South America. We’ve showcased the brand globally—in New York, Cannes, Milan, and Singapore—and we’re finalizing distributor agreements. Since luxury products require extensive registration and compliance processes, it takes time, but we’ll soon be announcing four new markets.

What are your top three focus areas for House of Noya in the next few years?

First, a pop-up store—so people can not only experience our scents but purchase them on the spot. The demand has been high, and we want to create a unique retail experience. Second, global expansion—we want to enter key markets strategically. And third, pushing creative boundaries—whether through new collections or unexpected collaborations, I want to keep innovating and surprising our audience.