Real fragrance provides premium products at an economy rate
We make premium products accessible to the common man: Madan Magnani
Real Fragrances Pune has revolutionized the agarbatti and incense industry with its premium quality products sold at affordable rates. While most companies hike their prices due to the rising costs of raw materials, Real Fragrances Pune has managed to keep its prices low without compromising the quality. With over 200 different incense sticks, dry sticks, and more, ranging from the A-one series to the Divine series, Real Fragrances Pune has become a household name across 20 states in India, including Maharashtra, Madhya Pradesh, Gujarat, Uttar Pradesh, West Bengal, Andhra Pradesh, Telangana, and several states in South India. Moreover, their premium and economic range of incense products are also exported to Africa and Malaysia. Head of Real Fragrance, Mr. Madan Magnani and his son Mr. Prakash Magnani, assure that their products can be used by anyone, regardless of their social status. The company’s three in-house units handle everything from production to packaging ensuring that the highest quality standards are met. Join the thousands of satisfied customers who have experienced the magic of Real Fragrances Pune’s products today!
Madan Magnani’s family has been dominating the incense stick industry in Pune since 1975. They have a retail shop at shagun chowk in Pimpri which is also their head office. They have 6 such outlets . They went beyond retail work and established manufacturing in 1989, due to the limitations and intense competition in the trading market. With their vast experience in marketing and trading, they were able to establish a superior product in the market despite the various manipulations happening around them. Their initial products were natural products like Mogra, Gulab, Kewda, and Chandan, which became increasingly popular. Their A-one series became a benchmark for premium quality and value-for-money. Despite the challenges posed by increasing raw material prices, they never compromised on the quality of their products and kept their prices affordable.
Mr. Madan Magnani shared that he learned a lot after joining the production. He would improve products if they didn’t work well and received support from industry colleagues, family, and friends. Earlier his unit was next to a river and at times the water would flood the factory. This forced him to shift the unit. Then last year the current unit caught fire. It was a tough time but the industry colleagues, family, and friends came forward for support. Good relationships are critical for business and survival. Along with incense products they also developed a Bakhoor product, sold in gift packs at a reasonable price. This has gained a lot of popularity. His retail outlets are a one stop shop for all brands which adds the value of the outlets. The company will soon offer perfume attar and roll on, with all preparations done in-house. Bottling is the final step before entering the market.
The MRP of ₹50 in incense sticks is trending, according to the response to a question from Sugandh India.The market of Rs.5 doesn’t exist anymore and moreover the market for Rs.10 products is also on decline. Due to this the company brings products in both economy and premium ranges. The demand for the premium range has increased in North India and there is a lot of competition in the economy segment. Seeing the scope in the premium segment and despite all the challenges, we entered the North Indian markets with our premium wet dhoop which is now high in demand.
On marketing strategies, He said that If your outlet has a history and reputation in the market, everything will sell there but if it is new then you will have to be present there and put time and effort. Same is the case of a new brand, one needs to put time and effort, regularly visit the market and offer credit to the sellers. Building a brand takes time and effort, and instead of copying, the company focuses on bringing new products through research to maintain healthy competition.
Mr. Magnani informed Sugandh India that the credit issue is more of a market reality, you can control it but you cannot eliminate it. As a manufacturer it is not possible to supply goods completely in cash or advance payment. Market is full of a plethora of brands who are ready to offer credit to push their product ahead of yours. If you don’t give credit, someone else will and that will only affect your brand. The situation has improved with the introduction of GST, stopping tax evasion. During covid the sellers procured products on cash or advance payment but eventually the market went back to the credit system. He added brand loyalty is an issue in the incense industry and the seller is the king. The consumer only asks for incense products and it is the seller who gives him the brand as per his own will. As per his experience, no consumer leaves the shop without buying a product even if he doesn’t get the brand of his choice.
On question regarding the price of his premium products, Mr. Magnani informed that the company’s premium quality product, Divine Series that is in high demand is priced around Rs. 500-600 per kg, while products of same quality are sold at around Rs.2000 per kg. Mr. Magnani added that their production is all in-house which helps us keep the rates low. We prepare our own fragrances in-house and supply them directly to the distributors without any sales network. Building a sales network increases cost. This is how we manage to keep the prices of premium products less. The company in the future plans to continue bringing new products as per the market’s and consumers’ needs.
