Marketing Schemes are a Big Challenge for Quality-Centric Agarbatti Manufacturers – Sunny Dudani
Zebra brand is rapidly capturing the market
In the agarbatti and incense industry, the survival of a product is contingent upon its ability to maintain high-quality standards. However, manufacturers are facing an ongoing challenge of devising effective marketing strategies that involve offering schemes to wholesalers, distributors, and retailers to enhance sales. In a recent conversation with Sugandh India, Mr. Sunny Dudani, head of Zebra Brand, emphasized that offering schemes in the market has become a prevalent practice. Nevertheless, it is essential to understand that the quality, quantity, and pricing of the product must match the customers’ expectations. It is observed that several brands have become overly reliant on schemes, which has led to a significant surge in competition in the market. As a consequence, manufacturers are compelled to compromise on the quality of their products, which eventually leads to a decline in customer loyalty. Mr Dudani pointed out that the biggest challenge in the incense sticks industry today is to maintain the quality of products while simultaneously bearing the expenses of various schemes. The entry of a new brand into the market is solely based on the quality of its products, which is a significant factor that determines its success in the industry.
Sunny Dudani, the proprietor of the Zebra brand, stated that their entry into the market was motivated by a desire to provide high-quality products. Considering the market trends of that time, they believed that introducing a quality product would be beneficial. Two and a half years ago, the Zebra brand was launched. When asked about the name, Sunny explained that incense sticks are usually black and white, so they chose to name the brand ‘Zebra.’ Zebra brand is renowned for the excellent quality with raw agarbatti, raw material and fragrance all produced in-house and strict quality control measures are implemented. The company does not rush to introduce new products; instead, it focuses on creating a new range based on one fragrance from a selection of fifty.
Sunny Dudani, in response to a question related to the marketing of the zebra brand, said that his elder brother deals in raw materials and raw incense sticks. We have been into marketing for twelve years. Therefore, it became easier to establish the brand. Everything is in-house apart from packaging material and boxes. In this way, quality, the cost of production and price of the product are controlled. The company is into aggressive sampling for brand awareness and value. Every possible effort is made to deliver samples from the retailer to the customer. Free samples are included in every pack. If any distributor asks for a large quantity of samples, it is delivered without any hesitation.
Zebra brand products are supplied in Gujarat, West Bengal, Odisha, Bihar and Chhattisgarh etc, with major markets being West Bengal and Gujarat. We have created a vast network through sampling. The company is paying attention to the markets in Maharashtra, Tamil Nadu, Andhra Pradesh and Telangana.
In response to a query from Sugandh India, Mr Dudani stated that the brand’s product range varies from MRP ₹10 to ₹100. The Zebra brand boasts a wide array of premium masala agarbatti and incense sticks. Mr Dudani mentioned that the demand for dhoop sticks is rapidly increasing. The company endeavours to offer superior products across all price points. Moreover, the company intends to introduce the Zebra brand dhoop stick products across all segments in the future. A 10 stick premium range product is scheduled to be launched soon. The company aims to expand the range of products in the premium segment in the future. The economic range of products will also receive equal attention, as there will always be a demand for them. When asked about the future of the incense-stick industry, Sunny opined that it holds immense potential as it is an evergreen industry that keeps evolving. Just like after incense sticks, products like wet dhoop, dry sticks, sambrani, cones, etc., were introduced, new trends will continue to be explored in the industry.
Sunny Dudani, in response to a question, said that the company is not exporting right now, but plans to do so in the future. Given the increasing supply in many states, we are setting up a new factory in Kathwada. Work is being done to improve the quality of raw materials and fragrances.
On the question regarding the availability of raw materials, he said that currently, a large part is coming from abroad, but for this, we will have to be self-reliant. Currently, white incense sticks are made from wood powder. It is imported from Vietnam and China. Bamboo sticks are also currently 98% coming from China. If there is a ban on import of Joss, Wood Powder and Bamboo Stick, the industry will face a big problem. He said that the wood powder being produced in the country is not up to the mark. Bamboo sticks are available in the North East, but the cost of transportation is very high when procured from there and the quality is also not upto the mark, whereas it is cheaper when procured from China.
In response to a question regarding the success of the Zebra brand, he said that apart from quality, we are paying special attention to the packaging. For this, we have hired a designer and prepare the designs ourselves. Apart from being of good quality, a product should also have attractive packaging, because initially it’s the packaging that attracts the customer. In today’s times, even gold is sold in attractive beautiful packaging.
