Masala agarbatti is our speciality: Darshan Sugandhi
– Bulk production of quality masala incense sticks is a big challenge
-Research is being done for bulk production of masala agarbattis through machines while maintaining excellent quality.
The demand for masala agarbattis has increased considerably. Reason: they are prepared from natural ingredients. Traditionally, masala agarbattis are handmade. This makes them expensive for the general masses as; bulk production in tons is not possible with manual labour. Moreover, with the doubling of costs in raw materials and other expenses… pocket-friendly masala agarbatti for the masses is more of a challenge than a business proposition.We are talking about CH Sugandhi & Sons, a Pune-based premium masala agarbatti manufacturer. Apart from premium masala agarbattis they also make dhoop and agarbattis for the masses including; sambrani, dhoop cones and many different incense products. The company is popularly known as Dhumdhadaka. Speaking exclusively to Sugandh India, Darshan Sugandhi— the owner said “, despite being a little over a century in the incense business, it is a challenge to deliver good quality masala agarbattis at an economic price.”
Briefing about the family connection Mr. Sugandhi said that his great-grandfather started a shop in Pune, way back in 1913. At that time, he purchased dhoop-agarbatti from Bombay (now Mumbai) and sold them here (in Pune). He continues “, post-independence my grandfather took over the shop. In almost half a century since my great-grandfather started, the incense market grew manifolds. Rather than being at the receiving end, my grandfather set up a small factory at Ganesh Peth; now in the old part of the city. Agarbattis then were hand-rolled.” Continuing about his grandfather Mr. Sugandhi said “, my grandfather’s factory had lots of labourers; preparing raw masala, rolling the mix to sticks, applying fragrance to raw agarbattis, drying the lot and finally packing agarbattis in bundles. The entire process was manual. Panini was the most popular brand of masala agarbatti of that time i.e. between the 1950s & 60s. Dhumdhadaka brand was introduced much later.”
Recounting the times when his grandfather was in business Mr. Sugandhi said “, my grandfather wanted to popularize his brand in Mumbai and for this he would travel in Mumbai local trains. He sold them at railway platforms and outside the station area. He distributed samples to passengers, visitors and onlookers. This, as you might’ve guessed, was the best way to market his product.” Continuing further with his story, he informed “, the concept of printed packaging wasn’t that popular; moreover, it was an added expense. My grandfather used to write the brand name and company information on a piece of paper when selling and sampling his agarbattis. This was the same for all; be it customers or wholesalers.”
Mr. Sugandhi said that they are a well-established name in the industry. They also make raw and white agarbatti. On the role of women in this industry he said “, women always have played crucial roles in manufacturing and women are our consumers too.” Continuing with his statement he said “, earlier, agarbatti production was home-based. Workers used to take raw materials home and deliver the final product. We don’t follow that now. Reason: You can’t monitor the amount of raw material used and quality control is difficult. For this very reason, my father centralised the whole process of making agarbattis in the factory after 2000. Agarbatti manufacturing machines were also introduced.” He said, apart from machines and automation, a separate research and development facility has been established. “We also have our own fragrance research lab as well,” said Mr. Sugandhi.
He said something interesting about his father. He said that his father, Girish Bhagwandas Sugandhi started experimenting with fragrances at the very young age of 24. “He didn’t have a degree in perfumery. It was his passion and a lot of dedication that made him a connoisseur in aromatic sciences,” said Mr. Sugandhi. He informed me “, earlier, my father used to buy fragrances from third parties. The problem was, the third party sold the same to others (manufacturers.) This was killing our brands. We wanted to remain original. Moreover, purchasing fragrances adds to the cost.” CH Sugandhi & Sons own their fragrances.
“This adds miles to the signature style of specially curated masala agarbattis,” said Mr. Sugandhi quite jovially.
Explaining the kind of agarbattis his company makes, Mr. Sugandhi said “, masala agarbatti that we make has a distinct tone of fragrance, unmatched in the market. The natural raw material and ingredients for our masala agarbatti are sourced from uncommon vendors. The process of making masala agarbatti and fragrances are a family secret.”
Taking a cue on the nitty-gritty of the manufacturing process he said “, the process of making agarbatti is sophisticated. Not in terms of handling machines. The process of making the raw mix and fragrances are complicated: and requires sophistication as well. Location, climate, temperature, humidity and other factors affect manufacturing. If there’s a fault anywhere, the final product cannot be packaged for sale. Agarbattis simply won’t light up and burn properly. Although now we have dryer machines, agarbattis traditionally were dried in sunlight. I still prefer this over dryer machines.”
Talking about production Mr. Sugandhi said “, masala agarbatti is in high demand. It is different from normal agarbattis sold in the market for 10₹ and 20₹ a pack. The point is, it is a task to mass manufacture. Traditionally, it has always been handmade through age-old techniques. Even if a certain part of the manufacturing is automated, it still can’t be mass-produced.”
Talking about retailing he said “, the load to retail stands with dealers and distributors. Unless there’s complete trust, the product won’t move as desired. Therefore it is crucial to have good relations with the supply chain; otherwise, there’s a chance of spoilage and mixing of one’s consignment. This is a big challenge!” The incense industry has grown rapidly post-pandemic. More than a tool in prayers and religious occasions; agarbatti today is used more as a lifestyle product. An agarbatti is an inexpensive solution to fragrance homes, offices and shops. According to Mr. Sugandhi, the demand for flora batti has grown. Now they have far more customers than what they had some 3 years ago and so the turnover. More money is being pumped into research and designing new incense products. Masala agarbatti enjoys special attention and therefore it is researched more towards increased production. Special emphasis is on the mechanisation process of masala agarbatti. Research is done on— keeping the quality standards of the fragrance the same for every unit of agarbatti. Mr. Sugandhi said “, experienced manpower is required for hand-rolled masala agarbatti. It takes time. The quantity is limited and serves the premium segment.”
Sugandh India wanted to know about the controversy surrounding the usage of bamboo in agarbattis. To this he replied “, opinions are fragmented. There are so many companies selling bamboo-less agarbattis and customers are buying. On the other hand demand for; dry dhoop sticks, dhoop cones and sambrani has also grown. More and more customers are preferring these. Apart from our signature range of masala agarbattis, we are also selling; dhoop sticks, frankincense (loban), benzoin sambrani cups and ashtagandha. Besides agarbattis we are also into; kesar chandan, kasturi chandan, roli tika and camphor. We also make ubtan powder that comes in different fragrances. We are also in roll on perfume segment producing fine fragrances. The perfume market is different from the dhoop and agarbatti market. It is more premium,” informed Mr. Sugandhi. He said that buyers are not price sensitive when it comes to premium-range perfumes.
And lastly, on new products he informed us that the company brings new products as per the market trends. For eg the scent of earth, fruity, shamama, saffron and as per seasons. The research is always on.
