Dubai: Celebrated TV host and actor RJ Mithun Ramesh and four fellow UAE-based Malayali entrepreneurs have launched POORAM, a luxury unisex perfume inspired by Thrissur Pooram, Kerala’s most iconic festival.

Released under their UAE-born lifestyle brand Ramilio, POORAM was launched on Kerala Piravi Day as a tribute to Malayalis worldwide. The fragrance captures the festival’s energy and Kerala’s rich spice heritage, blending it with the luxurious oud and bakhoor tones of the Middle East.

“POORAM reflects the journey of every Malayali. It is not just a name, but an emotion, the rhythm of festival drums, the scent of our spices, and the pride of our people, all reimagined for a global audience,” said Mithun Ramesh.

The Ramilio brand aims to bridge cultures through luxury. "The UAE is Kerala’s extended paradise, a crossroads of more than 200 nationalities. Yet, there wasn't a premium lifestyle brand born here that authentically connected with the Malayali identity on a global stage. We felt we could fill the gap, and here it is,” says the Ramilio team. The brand’s name is derived from the initials of its founders, symbolising unity and friendship.

Packaged in an elegant matte-black 100 ml bottle with gold accents, POORAM is designed as a unisex perfume that evokes nostalgia and belonging. It will initially be available in the UAE via Ramilio’s digital platforms, with plans to expand globally, including to India, through Amazon and Noon.

The team’s next project, ‘Salute to the Nation’, will celebrate the UAE, the country that nurtured their dream.