From Spark to Success: The Story of Tirupati Industries

Delhi-based Tirupati Industries, a company specializing in the manufacture of dhoop and agarbatti, recently commemorated its silver jubilee. The company’s incense brands, God Gift, Sachhe Sai, and Kashi, have gained substantial popularity across diverse regions in India. Tirupati Industries ventured into the agarbatti and incense business in 1997-98. Its founders, Mr Girdhari Tekwani and Rajeev Aggarwal, revealed in an exclusive interview with Sugandh India that the company initially began as traders of incense sticks, collaborating with prominent firms in the industry. Recognizing the need to establish their brand for further growth, they transitioned into manufacturing their line of incense stick products.

Mr. Girdhari Tekwani, speaking to Sugandh India, disclosed that the company currently has markets across seven major states. When asked about expanding the supply to more regions, he explained that currently the supply is limited due to overwhelming demand, which the company is unable to meet. Despite establishing an additional large factory and increasing production, the company still struggles to satisfy the demand. The company operates from nine factories located in Delhi and Rajasthan. 

Mr. Tekwani emphasized the initial challenges faced by the company, as consumers were hesitant to purchase from a new company with an uncertain market future. Initially, product distribution was carried out on scooter, then later transitioned to auto rickshaws and vans. From its humble beginnings in Delhi, the company has now expanded its presence to multiple states and currently collaborates with approximately twelve hundred distributors. The company employs over a thousand permanent staff and two hundred contractual employees.

In response to a question from Sugandh India, he said that apart from God Gift, Sachhe Sai and Kashi, currently, our 125 products are the most popular. Well, the company has 7 to 8 hundred SKU. 

In response to a question, he said that quality matters in the market, because the fragrance of all the products of Tirupati Industries is completely different from the products of other companies in the market. He said that many companies compromise on the quality of raw materials due to competition, but we do not do so, because it is clear that if we compromise on quality, we cannot survive in the market for long, because once someone buys a product and is not satisfied, he does not go there again.

Mr. Tekwani said that if we look at the quality, many people use Mobil oil for the sake of cheapness, but it does not last long in the market. He told Sugandh India that the company is also manufacturing other puja-related products including incense sticks, cones, incense, dry sticks, camphor, and hawan materials. Apart from this, work is also going on in future on sandalwood tilak, mehndi cones, tea leaves and confectionery. In response to a question regarding market challenges, he said that challenges always exist and will continue to exist, but quality will always prevail. Low quality can be played for some time, but not for long. He said that the credit system is an issue in the industry, but the company is preparing to work in advance soon, but more companies will have to come forward in this. In response to a question, he said that the new rules for MSMEs also have benefits. After all, we will also be able to pay further only when we get the money on time.

Mr Rajeev Aggarwal, who blends perfumes for the company’s products, said that the brand can survive in the market only by bringing new fragrances. He said that apart from worship and rituals, a new trend has emerged in the industry in the last several years that people also use incense sticks and incense for their hobbies and lifestyle. 

Mr. Aggarwal is very expert in preparing perfumes and he prepares all types of fragrances in-house. In response to a question, he said that the customer always wants the best product. Rose, Mogra, Bela, and Sandalwood are evergreen and will last forever, but many customers prefer a fragrance that lasts for a long time and its fragrance also spreads far. Therefore the company has to continuously do R&D.

Mr Aggarwal said that the demand for fruity and different types of fragrances has increased in the market. In response to a question, he said that the future of the agarbatti industry is much better. The business is continuously growing. As long as new things keep coming in the market, the market will keep growing. The company has its own research and development unit, which is constantly engaged in creating and innovating new products. So that there is newness in the perfumes.