Incense industry trendsetter: Bhaskar
-Big Bell Incense products are going viral all over the country
Trendsetters are rare in any business. They change the game. They needn’t be larger-than-life or something grand. Mr Bhaskar, the owner of Big Bell Incense Co. A Bangalore-based premium agarbatti manufacturer is considered a trendsetter. Big Bell Incense was established in 2021. The family has been into the incense industry since three generations. Now the fourth generation, Mr. Bhaskar’s son, Karthik has also stepped in. Big Bell is a well-known name for its pristine quality, signature fragrances, variety and excellent packaging. As per Mr. Bhaskar, “We don’t charge a premium for our brands. The market knows what quality and innovation we deliver. Our customers love us,” said Mr Bhaskar. He added “, Even the most ordinary 10₹ a packet of agarbatti of our brand is way better than others in the same price range. All our products have been well received by distributors, retailers and yes… Customers, in a very short time.”
In an exclusive conversation with Sugandh India, Mr. Bhaskar said, “The company manufactures all kinds of agarbattis be it perfume dip agarbattis, white, black, masala or base batti. Along with agarbattis, dhoop cones and dry sticks are also in company’s product portfolio. Their incense products range from a minimal 10₹ and go up to 400₹. Apart from dhoop and agarbatti, they are investing heavily in curating roll on attar and perfumes.
Informing about his market network, Mr Bhaskar told that their products sell in almost all states and regions. They are gearing up for exports as well. Certain foreign markets have already been identified.
“We don’t follow market trends rather we create them,” retorted Mr Bhaskar. Continuing with creating market trends he said “, Kacha Bella, a forgotten masterpiece in time with exotic fragrance was reintroduced last year. This time with a more spectacular essence. Our customers are too happy with Kacha Bella.”
Retorting on the use of bamboo in agarbattis, Mr Bhaskar said “, Yes… the controversy remains, on whether companies should continue using bamboo for making agarbattis. Some don’t bother and some stop using. Anyways… consumer behaviour has changed. They are leaning towards dhoop cones and dry sticks.” He informed us— in the next five to ten years, the incense market will not have bamboo in their products.”
Speaking on the pricing issue plaguing the market he said “, COVID and the lockdowns invaded this industry; the effects are still visible. Heavy shortage of raw materials has forced us to reduce profits. Profits always tend to fluctuate from high to low but the market runs on quality products in attractive packaging. We have to put a lot of efforts to provide good quality at reasonable rates. Our competitors wonder how do we provide high quality at lower rates? The answer is, we buy raw materials in bulk, we have in-house blending. This way we save around 30% of manufacturing and other outward costs. The quality stays.”
Mr Bhaskar informed us that they have a manufacturing plant in Delhi for traditional dhoop. This reduces logistical costs considerably for supplying in the NCR and nearby regions. Bangalore remains pivotal in manufacturing and supplying Pan-India.
Mr. Bhaskar told, “According to our survey and feedback, in Rs.10 and above price segments, our products are giving tough competition to many well-known agarbatti brands.”
Informing on packaging trends, he said, “attractive packaging plays a major role these days. Different states have different packaging trends. Karnataka, Andhra Pradesh and Maharashtra use zippers while Tamil Nadu and Bengal prefer box packing. Despite the fact, box packing contains fewer agarbattis and are more costly… customers in Kolkata still prefer them.” Adding further to his comment he said “, We constantly improvise on our running products Per se fragrance and packaging to stay ahead in the league.”
Further to packaging he said “, costs never decrease. The same goes for raw materials as well. The prices are always fluctuating. Whatever is the condition of market, manufacturers must always adapt.”
Highlighting the issue with 5 per cent GST on agarbatti, Mr. Bhaskar said, “ a normal GST of 12 per cent on incense products would be a better option than 5 per cent as we make raw material purchases at 18 per cent. This gap between 5 and 18 seeps into profit margins and refund in GST often becomes an issue. 12 per cent GST I feel shall add relief to manufacturers and customers.”
“Wouldn’t increasing GST make products costlier for customers?”, asked Sugandh India, to which Mr. Bhaskar replied, “Before banning agarbatti products from China and Vietnam, customers used to get 20 sticks for 10₹ only. After the ban, local manufacturing costs shot up and the same 10 ₹ product started coming with 10 or less sticks. Despite this, the customers are still purchasing as they also understand inflation and rising costs.”
Sugandh India wanted to know how the domestic markets is different from overseas. Clarifying the difference he remarked— Our fragrances are quite similar to Sri Lanka and SEA countries. It is because we are habituated in having spicy food. The same applies to countries like Malaysia and Indonesia. Therefore, such ethnicities love strong flavours and fragrances. Europe is different. Their spices are mild and food is bland so they are more inclined towards mild and fruity flavours like; honey, apple, vanilla and musk.”
According to Mr Bhaskar, the youth buys agarbattis for fragrancing their rooms. Talking about buying patterns he said “, agarbattis with French perfumes notes are gaining edge here. rose, sandalwood, jasmine and other floral notes have become pricey! That’s the trade-off where French perfumes are gaining the advantage over 70 to 80 percent of customers who cannot afford roses, sandalwoods and jasmines in agarbattis. Apart from French perfume notes, oudh notes are also gaining popularity specially the mixed notes like oudh musk.”
Sharing his future plans, Mr. Bhaskar said “We want to take Big Bell to a much higher level. We have curated a large number of products for the season that are better in quality at competitive prices.” Further adding, he said, “We have also come up with a new trend in premium segment. As per this new trend we are providing two striking variations of the same fragrance in each of our premium four fragrances-Sandal, Ruh Gulab, Musk and Oudh. People are loving it!
Mr Bhaskar was happy to share “, The impediment bought by COVID and the Russo-Ukraine war is clearing for good. The market is recovering. I’m hopeful that within a year raw material prices will come down. I am looking forward to festival sales.”
Mr Bhaskar reported hope and prosperity. He said “, no industry gets killed due to shooting prices and thinning profits.”
Informing about his roll on attar range of products, he said, “We have brought a new trend in roll on segment as well. All of these come in attractive imported bottle packaging.” He added, “For now these are being pushed into the market only through our agarbatti dealer network.” Commenting on Roll on attar industry, he said, “This market is huge and very competitive but has a lot of scope.”
The fourth and young generation of the company Mr Karthik said that he has pursued his Bachelor’s degree from London and has now joined the business. He aims to put Big Bell agarbatti in every household. Apart from agarbatti products, he is also working on introducing alcohol based perfumes and personal care products such as soaps.
