In the late 1980s, as Poland emerged from decades of Communist rule, most viewed it as unfamiliar and unstable—hardly a place for trade. But for Moidu PV, it was a land of promise. Arriving from Dubai with goods and grit, he walked into a foreign land with no assurances, just a determination to build something of his own.
Over time, friends began calling him “Poland Moosa”, a nickname that would come to symbolise not only personal courage but also business success with global impact.
Today, Moosa is the founder of Fragrance World, one of the most recognised perfume manufacturers and distributors in the Middle East, with a presence in over 120 countries.
He was recently honoured with the “King of Perfume” title at the APJ Abdul Kalam Award 2024 in New Delhi. But his journey was anything but royal. It was carved through hardship, guided by purpose, and shaped by an unrelenting belief in himself.
Born in Kerala’s Malappuram district, Moosa’s childhood was marked by responsibility far beyond his years. At the age of nine, he left home to support his family—a decision that forced him to grow up quickly. His journey across India took him through Mysore and Mumbai, before reaching the Gulf in 1977. He was just 18, with neither a degree nor a fallback plan, but carried a rare courage that would shape everything that followed.
When he landed in Dubai, it was not the gleaming metropolis it is today. It was an emerging desert town, buzzing with possibilities for those willing to work hard and wait. Moosa took up whatever job came his way—his first role was as a domestic help in an Arab household, earning a mere 150 dirhams a month. But titles and wages never defined him. Over the years, he stitched clothes, drove trucks, and sold groceries—jobs that taught him resilience, adaptability and survival.
In 1987, a decade after arriving in Dubai, Moosa co-founded a small-scale business with a group of friends. The venture traded in garments, cosmetics, electronics, perfumes, and stationery—items with growing demand across the Gulf and Eastern Europe. The business offered a gateway into the dynamics of global trade: sourcing locally and selling internationally.
But of all the products, it was perfumes that fascinated Moosa. There was something about scent—its ability to linger in memory, to tell stories without words—that captured his imagination. Gradually, he shifted focus entirely to the fragrance business.
He wasn’t content with trading alone. He wanted to create something original, something that combined quality, elegance, and identity. That vision would become the foundation of Fragrance World.
In 2004, Moosa launched Fragrance World in Dubai’s Deira—a modest start that would grow into a global fragrance enterprise. His success didn’t come from conference halls or corporate handbooks. It came from the crowded lanes of Deira Market, where he observed people, learnt the art of selling, and finetuned his understanding of global preferences.
He was the first among his peers to spot opportunities outside familiar markets. His appetite for learning was boundless. Over time, he mastered 15 languages—each one a bridge to new customers, new partners, and deeper trust. His ability to communicate with warmth and authenticity became one of his strongest assets.
Fragrance World grew quickly. By 2012, he launched ‘French Avenue’, a premium perfume line that further cemented the brand’s reputation for quality. Today, the company boasts over 4,000 products across three brands, 12 wholesale outlets in the UAE, and exports to 126 countries. With a team of nearly 1,500 people, the scale is vast—but for Moosa, it’s not about size. It’s about significance.
Moosa’s business outlook is anchored in a simple but powerful idea—`Work from Heart'. To him, it’s not just a phrase; it’s a way of life. Every product, every decision, every handshake, he believes, must come from sincerity. “When we work from the heart,” he says, “we bring our best self forward—and that’s what creates lasting impact.”
He doesn’t view success as an endpoint. Instead, he sees it as a process of alignment—between ambition and inner joy, between purpose and performance. He compares happiness and achievement to our two eyes: both are essential for a clear vision. This mindset has allowed him to treat obstacles as opportunities and challenges as necessary lessons.
Even during the Covid crisis, when businesses worldwide were shrinking and laying off staff, Moosa made a firm choice: not a single employee at Fragrance World would face a salary cut. For him, loyalty isn’t a one-way street. It must be mutual, consistent, and grounded in trust.
While Moosa understands the importance of profitability, he firmly believes that purpose must lead the way. “Profit should follow purpose, not the other way around,” he says. His view of business is not transactional; it is transformative. It’s about building something that uplifts others, supports communities, and opens doors for the next generation.
Fragrance World reflects this ethos. From its product development to its market expansion, the company consistently focuses on innovation, trust, and tradition. Moosa believes every perfume should speak without words—stirring nostalgia, igniting confidence, and evoking elegance. That attention to emotional resonance sets his brand apart in a market filled with flashy but forgettable fragrances.
Moosa’s story is not just about how far he has come. It’s also about how many people he’s brought along. His two sons and daughter are now part of the company, contributing to strategy, operations and global growth. Yet, when he speaks of family, he includes all 1,500 employees.
The legacy he is building goes beyond commerce. It’s about community, continuity, and courage. While many entrepreneurs chase scale, Moosa continues to invest in depth—of relationships, of purpose, and of values.
Now in his sixties, his vision remains bold. “The journey doesn’t stop here,” he says. “We want to expand into new markets, introduce bold new scents, and build a global brand that stands not just for excellence, but for integrity.”
