From their site:
AJOYA IS THE CELEBRATION OF EXPERIENCE AND PERSONAL FREEDOM.
Everyone is unique – We see the world differently, we interact with it our own way, and however we experience the world, Ajoya brings us all together. Ajoya is the unseen bond between individuals of all types, localities, colors, and personalities.
Whether you’re spending time with friends, making new ones or enjoying your own ritual, Ajoya is here to enhance the experience.