JB PRODUCTS: KNOWN FOR ITS DISTINCTIVE & UNIQUE FRAGRANCES
JB Products, one of Gujarat’s leading manufacturers of incense sticks, dhoop, dry sticks and sambrani cups, has earned recognition across several states over the past decade for manufacturing premium-quality products. One of the company’s biggest strengths is its ability to offer products ranging from ₹5 MRP to premium offerings priced in the hundreds of rupees. In an exclusive interaction with Sugandh India, the company’s Director, Mr. Sumit Patel, said that they entered the incense stick and dhoop manufacturing industry in 2013, and since then their products have become the most popular in Gujarat. Apart from this, their premium products have established a strong presence in Maharashtra, Karnataka, Rajasthan, Madhya Pradesh, Chhattisgarh, Punjab, Haryana and Delhi. The company has also expanded its reach to West Bengal, Bihar, Jharkhand, Uttar Pradesh, Himachal Pradesh, and recently, the Hyderabad market.
Among JB’s product portfolio, Rose Oudh, Rang Birangi and Zevar are the most popular brands. Speaking about new product launches, Mr. Patel revealed that the company will soon introduce a new product called Autograph in a zipper pack. It is a premium-quality incense stick featuring a fragrance completely different from the perfumes currently available in the market. He added that trial launches in selected markets across Gujarat received an excellent response. The zipper pack also contains a higher number of incense sticks. He further said that JB Products is already well known for its distinctive and unique fragrances. At present, the company offers more than 180 products, including incense sticks, dhoop, sambrani cups, dry sticks, cones and other pooja-related products. The portfolio covers everything from economy to premium ranges, with products priced from ₹5 to ₹500 and even above. Responding to a question, he said that although the ₹5 segment has become very limited, it still has customers in many remote rural areas and economically weaker urban markets. Therefore, the company continues to maintain its presence in that segment.
When asked by Sugandh India about the company’s latest developments, Mr. Patel shared that JB Products is preparing to introduce its Rang Birangi brand in a 19-inch box pack, which is witnessing strong market demand. The company also manufactures 5-foot incense sticks in various fragrances. He explained that these are generally produced during the festive season to meet specific customer demand, as not every retailer stocks 5-foot incense sticks. Therefore, production is planned according to market demand. These products are offered in different fragrances because fragrance preferences vary from one market to another. Replying to another question, he said that the incense industry continues to grow steadily. While there are seasonal fluctuations, the market is expected to gain momentum with the arrival of the festive season.
Replying to a question about the different fragrance preferences across markets ranging from Gujarat and Maharashtra to Madhya Pradesh, Punjab, Delhi and Haryana, Mr. Patel said that all of the company’s products perform well in every state because customers appreciate quality products. This is why the company supplies its complete product portfolio across all these markets, and every product enjoys acceptance. He further said that JB Products does not currently export directly, although several traders are already exporting its products. Export remains a future objective, but before that the company is strengthening its supply network across the remaining states of India so that JB Products can emerge as a true pan-India brand. Responding to a question regarding rising prices in the market, Mr. Patel said that the industry is actively discussing the issue. “Let us see what other companies decide, but one thing is certain—we will never compromise on quality. Prices may increase gradually in line with inflation.”
Mr. Sumit Patel also told Sugandh India that 15–20 years ago the incense industry was dominated by a handful of large companies, but the situation has changed significantly today. The market now offers opportunities for small, medium and large manufacturers as well as their brands. The biggest reason, he said, is that the market rewards whoever delivers better quality. He explained that when customers purchase the company’s ₹50 box or zipper pack products, they receive quality that exceeds their expectations, making them feel they have received complete value for money. Speaking about the challenges faced by the incense industry, he said that every business has its own issues. In the incense sector too, quality, price competition, margins and credit remain major challenges. The company has successfully managed the balance between pricing and quality. Likewise, it has also established a clear credit policy, under which products are supplied and payments are collected in a disciplined manner.
