05 Apr Incenza Bringing Faith and Lifestyle Together
-Incenza is the result of intensive research and study by Sanjeev Nayyar, Abhimanyu Nayyar, KK Gautam and Sachin Rana.
-Charcoal free and essential oil based Incenza incense sticks are completely youth centric and unique in packaging.
Incenza Sales & Manufacturing Pvt Ltd is the latest entry in the fast growing incense stick market in India. From its inception with a new concept last year i.e. 2021, a new revolution has been witnessed in the traditional incense market of the country. Incenza Sales & Manufacturing Pvt Ltd is bringing a new revolution in incense sticks and dhoop. The nationwide lockdown due to the COVID 19 pandemic has affected many sectors of business. Incense sticks and incense industry also faced this. In such a situation, the success of Incenza is commendable. Incenza Agarbatti with its innovative process of making agarbatti with unique ideas has not only increased its sales but is writing a new chapter of success in the agarbatti market. After intensive research and study, Incenza has been embodied by Sanjeev Nayyar Abhimanyu Nayyar, KK Gautam and Sachin Rana.
Sanjeev Nayyar, Founder and CEO, Incenza Sales & Manufacturing Pvt Ltd
Within a year of its inception, the success of Incenza Sales & Manufacturing Pvt Ltd, which has been creating a buzz in the agarbatti market, caught the attention of Sugandha India as well. As a result, the Sugandha India team reached the Incenza India office and had a detailed discussion with the Founder and CEO of the company, Sanjeev Nayyar, on the success, speciality and future plans of Incenza. During the conversation, Sanjeev Nayar told that we have come to this field with a completely new concept. It is a huge industry but there are brands limited number of brands. For the last several decades, only the same 10-15 fragrances keep going around in the name of brands and fragrances. But now the scenario has changed. Incenza is completely youth centric. The incense sticks have been made keeping the youth in mind. Describing the specialty of Incenza, he claimed that incense sticks are usually made from charcoal and chemical aroma is used for fragrance. For centuries, the industry has been using black charcoal based incense sticks with traditional fragrances like rose, sandalwood, mogra etc. But now things have changed 360 degrees in this market.
We sprinkle chemicals in the house in form room freshener. Incenza has been started to bring the change. Containing 100% natural ingredients and essential oils and being charcoal free, all Incenza products are lung friendly. It is the best and safest option as a room freshener. Incenza incense sticks are available in various colors and sizes which the consumer can choose from as per their choice. We are even bringing a range of bambooless incense sticks.
Sanjeev Nayyar told Sugandh India that an innovative effort has been made by the company to redefine the use of Agarbatti from religion to lifestyle. To this end, the company has introduced fragrances that redefine the meaning of exclusivity. These products are a blend of traditional and natural ingredients with latest technologies. Each incense stick offered by Incenza is for different purposes and fields. The company has launched three brands namely Incenza, Mere Prabhu Ram and Nilofer. All three brands have different characteristics. While Incenza is a lifestyle brand, My Prabhu Ram on the other hand is a traditional religious brand while Nilofar is a unique ancient Arabic fragrance product. The Muslim population in India is around 28-30 per cent but there are no specific incense sticks targeting them. In such a situation, the company has launched Nilofer. Oud has been used in this, absolutely in Arabian style. Seeing this one cannot say that it is an Indian product.
Nayyar said that the best part of Incenza products is that they are not like traditional incense sticks. These incense sticks are charcoal free and essential oil based. Their packaging is also very unique and attractive, not like the traditional packaging. Such packaging has never been seen before in the agarbatti market. Not only this, in these incense sticks, you will get a mixture of the best international aroma with the traditional indigenous fragrance. All products are lung friendly and can be used by even people with smoke allergies. Simultaneously, Nayyar claimed to Sugandh India that India being a youth country needed a different approach towards incense sticks. This generation uses different types of room fresheners instead of incense sticks for fragrance. The younger generation does not want to use incense sticks only for religious reasons.
The latest generation is in fact mostly away from religion or rituals. It is completely different culturally and hardly believes in performing the rituals but at the same time more educated and more aware of fragrances. The fragrance industry is also evolving according to the trends and preferences of the youth, so why not incense sticks? Sanjeev Nayyar told Sugandha India that after studying the needs of the younger generation, Incenza has introduced products that act as room fresheners in the form of incense sticks. Incenza offers the fragrance that this generation loves and even the style of packaging is unique and designed in a way that suits the youth and the fragrance. This is a new initiative that has never been tried before.
Talking about his belief in working out of the league, Nayyar told Sugandha India that Incenza has taken new initiatives in terms of size as well. Incenza is selling a single box for Rs 10 to Rs 250. In less than a year of its inception, the company has built a huge network with around 500 distributors. We are reaching out to all types of shops in A, B and C categories due to our range from Rs. 10 to Rs. 250. Incenza has reached a very strong position in Telangana, Andhra Pradesh, West Bengal and Punjab, he said. With the launch of Incenza from Lucknow, the company is in the final stages of making a strong debut in the agarbatti market in Uttar Pradesh.
Currently, two manufacturing units of Incenza are functional. Located at Okhla in Delhi and Pilkhuwa in Hapur. Soon the company is planning to set up its new unit in Hyderabad too. All these units are located near dense settlements so that the workforce is easily maintained. Okhla has a manufacturing capacity of one tonne while Pilkhuwa has a capacity of three to four tonnes. Incenza’s future plans are very broad. According to Nayyar, their aim is to give new fragrances, but the company is not going to cover itself just with incense sticks. The company is also going to foray into the Dhoop products as well. Along with that, very soon Incenza’s exclusive Havan Samagri products are going to be launched. After launching cow ghee lamps, now the company is going to provide pure and certified Gangajal. Along with this, a wide range of other products are in line as well.
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