Incense Market is Divided Across the Ganges in Bihar: Nitesh Kumar Singh
During a conversation with Sugandh India, Mr Nitish Kumar Singh, Head of Bihar Marketing at Kuber Company, a leading brand of incense products, revealed that the market in Bihar is divided into two areas, separated by the river Ganga. Although incense sticks and wet and dry dhoop are used throughout the state, the usage varies across different regions. In North Bihar, which is on this side of the river Ganga, 90% of incense sticks are used, while only 10% of dhoop are used. On the other hand, South Bihar, which is on the other side of the river Ganga, receives 80% dhoop. Mr Singh also mentioned that 50% of the market in Bihar is mainly economy, with products having MRP of ₹10, ₹15, and ₹20. Value packs are popular in the border districts of Nepal, which also offer one-kilogram packing in zipper. However, box packs are less popular here, with only 20% of the market share, while 80% is occupied by pouches.
While talking to Sugandh India, Mr Singh said that in the market of Bihar, people prefer the products of companies providing better quality, lower prices and better service. Branded companies are also offering packs of 400 to 500 grams. In response to a question related to the agarbatti market of Bihar, he said that Cycle and ZED Black are on the top. Only ZED Black’s 3 in 1 works. Apart from this, Darshan Black Stone is also a leading brand. There is also a market for Hari Darshan dhoop worth ₹10. The rest of the other products run based on marketing. This is the reason why Nagpur’s Rocket brand also sells well. It is in zipper, pouch and box packing. He said that on this side of ganga (south) the trend of dhoop is more. The incense sticks are slowly going down, and both wet and dry dhoop are increasing.80% of incense and 20% of incense sticks pass through this.
In response to a question from Sugandh India, he said that the wet dhoop of Kuber has good sales here. The trend of dry sticks is increasing. Right now many people do not know about its qualities, but as they are learning about it, its demand is increasing. He said that ZED Black sells in the wet dhoop, but that’s pouch packing in the economy range. He said that in premium there are products of other companies, mainly Kuber. Kuber comes in the premium range and is priced higher than ZED Black because the company believes in providing quality products. Apart from this, Kuber has a wide range of incense products. Even in Agarbatti, we have brought out boxes with MRP of ₹ 120, ₹ 70 and ₹ 50 in the economy range. The company is working equally on both incense and incense stick products. It is a different matter that people are liking our dhoop more. In response to a question, he said that the coming time is for bamboo less.
