04 Aug 7 Days 7 Fragrances, Poshak agarbatti
Rajalakshmi Perfumery works, Bangaluru has been known across the country for its brand Poshak. The brand, has been popular among the customers for almost 40 years and follows the principle of prayer and pleasure. The company has launched the concept of 7 scented incense stricks for 7 days of the week. The brand apart from worship is popular for creating a pleasant mood and atmosphere. The company’s head R Ravi Shankar told Sugandh India that Rajalakshmi Perfumery Works was started by his grandfather in 1935 and the third generation of his family is now running the business. He told that the fragrance used in Poshak has a floral fruity fragrance, having a strong aroma. For the past 5-6 years, the company has been offering 7 different fragrances for 7 days of the week giving customers a different fragrance for each day. It is available in MRP ranging from Rs.30 to Rs.150.
In response to a question, he said that it is not necessary that if a fragrance is sold in one state, then it will be sold in another state also. If people are liking any fragrance in Tamil Nadu, it is not necessary that it should work in Gujarat also. Our products range from regular fragrances like Jasmine, Rose, Sandal etc. to fancy perfume fragrances. The total portfolio of the company consists of around 17 products.Talking about new trends, he said that they are not established overnight but are slowly with time.On the domestic market of Poshak, he told that our products are sold almost everywhere in India.
Apart from this, they also export abroad to many eastern countries including the Middle East, South Africa. When asked about the company’s introduction of new products, he said that the company’s policy is not too expansive and we believe in sustainability. There is a lot of competition in the market, but our products have their own unique identity. As fragrances like Jasmine and Champa are quite common and all companies sell them, so do we. We believe in quality and only then can you survive in the market.
The customer initially gets attracted to the product through its packaging and after that the quality of the products comes into play. Your product should be ‘Value for Money’ for the customer. The price should be neither too low nor too high. In response to a question, he told that we make our own perfume and incense sticks and if someone wants to get the job work of making incense sticks products done, then we can do it but the quantity should be high.
On the question of increase in raw material prices and increase in packing cost, he said that incense sticks were sold for Rs 2, Rs 5 also but today this low price segment is coming to an end. Once there used to be 20 incense sticks for Rs 10 but now they have been reduced to around 8. The 10 rupees segment is also getting wiped out but most of the customers are ready to pay even Rs 50 for good quality.
The cost has gone up but the company cannot drop the quality. He said that India’s population has increased. Accordingly, the demand in the market has also increased. Local products have caused more problems, but if you give a good product, it will last and be in the market for a long time.
He told that his company manufactures both machine made and handmade incense sticks. We have also increased the use of machines. Its biggest advantage is that if there are 50 sticks in 1 kg, then only 50 will come out in its count, whereas the correct count is not possible in handmade. Similarly, pouch packing is also possible by machine, so the company produces both by machine and handmade. The trend of hand made is still there and will continue to be so, because there is a huge market for those who like it.
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