Shankarlal Gullumal Ludhani Agarbattis Re-Enters the Market
Rahul Ludhani is carrying forward the family legacy
Gullumal is a 68-year-old agarbatti-brand from Ajmer. Mr. Shankarlal Ludhani is the proprietor of ‘ShankarLal Gullumal Ludhani Agarbatti Works’ under which his son Mr Rahul Ludhani has now renewed Gullumal agarbatti. The brand has been launched across various markets of Rajasthan including Ajmer, Jodhpur, Udaipur and Pali. Talking to Sugandh India, Rahul said “, We use DEP oil unlike the other brands in the market that use oil.” The brand comes in 10 attractive fragrances of Gold, Firdous, Kewda, Gulab, Chandan, Mogra, Pineapple, Royal, Deepmala and Vatika. All these fragrances have been curated in-house by his father Mr ShankarLal Ludhani through decades of research. The firm is focusing only on agarbatti for now and is in process to appoint hardworking and honest distributors in Rajasthan and other states.
Recollecting the history of Gullumal agarbatti to Sugandh India, Mr Rahul Ludhani said, ” Gullumal as a business entity was established in 1955. My father, Shankar Lal Ji had to leave school abruptly due to my grandfather’s sudden demise: Late Gullumal Ji. Our family condition deteriorated. My father didn’t have a formal qualification. The family condition made him roam in cities like; Delhi, Mumbai and Bangalore. His fondness for fragrances came at a young age. This made him loiter in and around places where agarbattis were made. He gathered a lot of knowledge about agarbattis; how they are made, where and how they are sold, transportation and logistics etc. Incense industry being a small-scale industry and a business that can be started with a small investment attracted him towards starting the agarbatti business. It was then my father started a firm named Gullumal Gehimal. Gehimal being Shankarlal ji’s grandfather.” He added,“ My father always focused on making premium agarbatti and we are doing the same now.” Rahul further informed,“The company started by my father closed later on and Gullumal & Sons was started.”
During his student days, Mr Rahul Ludhani had an inclination towards diamond industry and so his father sent him to study same. When he came back, he realised that he should fulfil the dream of his father and grandfather. And that’s how Shankarlal Gullumal Ludhani Agarbatti Works came into existence last year. This is what his family legacy stands on. Rahul said “, My father is an expert perfumer. I used my father’s know-how and put it into making agarbattis. My focus is my hometown and its surrounding areas.” Commenting on his venture he said “, I have distributed samples in; Jaipur, Jodhpur, Udaipur, Pali and other cities besides Ajmer (my hometown) and received positive feedback. Orders have started pouring in.”
In response to a question related to business expansion, Rahul informed “, We are in the process of deploying distributors on a large scale across my home state and outside as well. We are looking for dedicated, experienced people who can add value to our brand.” He also informed Sugandh India “, Besides fragrances curated by my father, research is being conducted to develop more exotic fragrances.” Furthermore “, Our 100g agarbatti packet costs 70₹ and are sold at 50₹. We have also introduced a range of agarbattis with an MRP of; 5₹, 10₹ and 20₹.”
He warned that “Agarbatti made with oil mix ain’t any good. These kind of agarbattis releases more smoke than scent. Moreover, oil mix agarbattis are a health hazard. We use DEP oil.”
Digging into why he chose his father’s business Rahul said, “I observed the market is full of cheap quality incense products and I felt bad about it. Dhoop and agarbatti are prerequisites for holy shrines and temples that dot Ajmer. Moreover, worshipers from all faiths use them. So, I thought why not provide the consumer with quality products. Why keep using the substandard products to fragrant a pure environment?” Continuing with his story he said “, Agarbattis made some three to four decades ago and more were of very good quality. Today, machine-made agarbattis are mass-produced to sustain margins;lack quality. Agarbattis should be made using natural and high grade ingredients.” He added, “Ajmer has Garib Nawaz and temples, so I feel God should be offered pure products.”
Talking about business strategy for expanding his business he said, “Free sampling of of 9 inch white agarbatti in attractive packaging in cities and towns in my home state has been done through an agent.” Our agent visits distributors and shopkeepers and lights two white agarbattis and leaves the rest three on the counter. In many cases, traders call the agent within no time and place the order.” Adding further he said “, People in Ajmer are very happy with the relaunch of our company as grandfather Gullumal ji and father Shankar Lal ji are well-known personalities. Moreover, when they were in business, they made a huge mark with their product quality and honesty in their work.”
Rahul pointed out that locally made agarbattis in Ajmer produce a lot of smoke and less fragrance.” In clear contrast, our agarbattis produce far less smoke and the fragrance sweeps the air around. This is something customers in Ajmer never experienced. We are serving it.” Commenting further he said, “We don’t launch hundreds of products at one go like other companies as we focus on quality. Also, we have to maintain the glory of my father and grandfather.”
Giving an insight into various trade practices, Rahul said,“Nothing is achieved without facing challenges. People don’t know about what’s happening in this industry. Manufacturers use oil-base for making agarbatti. It is a health hazard but nobody cares! We do and that’s why we use DEP instead.”
Rahul informed, “Raw material prices are shooting, but we keep our profit margins low. To deal with the issue of credit, we deal in cash. At most we provide transportation facility to far away customers but we don’t supply without payment.”
Talking about packaging he said that they take special care in designing agarbatti pouches. Customers after using up the pouch, don’t throw them away rather, they bring them back to the market so they can show it and buy again. Rahuk informed that his company is planning to provide lucrative schemes for dealers, distributors and retailers.
Concluding this interview Mr Rahul Shankar said “, I appeal through Sugandh India, whatever we offer to God should be pure and best. People should buy premium incense products only.”
