How Yusuf Bhai Turns Memories Into Fragrance | Diaspora Dialogues by TOI™

From Kerala to Dubai… meet the perfumer who turns memories into fragrance.
Yusuf Bhai is a Dubai-based perfumer who can rebuild a person’s past in scent: a childhood home, Kerala after the rain, a favourite meal, someone you love. In this episode of Diaspora Dialogues by TOI™, he sits down with Sujatha Padmanabhan to talk about perfume, memory and identity, and why a great fragrance is about far more than smelling good.
He shares his unlikely route into perfumery, from photography and visual art to the craft of making scent. He also explains how culture shapes the way we experience fragrance, and why certain smells can instantly transport you to another time and place.
If you’ve ever wondered whether a perfume can hold a memory, this conversation is for you.
#YusufBhai #Perfume #DiasporaDialogues
TIMESTAMPS:
00:00 Introduction
03:25 Early Years and Life Before Perfumes
10:08 The Art of Creating Perfumes
16:54 Yusuf Bhai’s Process of Creating Perfumes
21:53 Connection Between Perfumes and Memories
30:54 The Correct Way of Wearing Perfume
35:41 Yusuf Bhai’s Fitness and Sporting Interests
40:28 Where Are Indian Perfume Brands?
48:47 Rapidfire with Yusuf Bhai
Watch the full conversation - part of the Diaspora Dialogues series by TOI.
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