ASALI, translating to ‘genuine’ in Hindi, is a family run business based in Lincoln, Lincolnshire. Our ethos is to be genuine in everything we do.

All our products are made from genuine leather and those in the military range hold a genuine license from the MOD. We donate a portion of revenue from every sale to selected charities.


asali in the journal


The idea for ASALI came from owner and entrepreneur, Mindy Arora, after she identified a gap in the market for luxurious, officially licensed military products.

Mindy combined a genuine love of design with her favourite iconic military brands to launch the first range of aviation inspired luxury leather gifts.

As well as celebrating these brands, Mindy has created a small range of ASALI own products which you can view here.

Since our launch in May 2017 we have found favour with some familiar faces and supplied the Chinook Display Typhoon Display and Red Arrows teams with our products and continue to work with squadrons across the RAF Please get in touch to find out more. 

Personalisation – we launched this in May 2018 after investing in our Hot Foil Machine. We can personalised key rings, luggage tags, cardholders, washbags, laptop cases and coasters. Weekend Bags cannot be personalised at the moment.