2-in-1 Dhoop Stick is Our Unique Product: Manas Khandelwal
Labhganga Camphor, Dhoop Sticks, Sandalwood Tika and other. Pooja Products Popular Across Several States
Indore-based Divine Group of Companies are rapidly becoming popular across the country for their camphor, incense sticks and puja products. The company’s camphor products are available in different fragrances. The company’s Bhimseni Camphor and Ashtgandh are highly popular products. Besides these, the company has also introduced a two-in-one dhoop stick, whose speciality is that half of the stick gives a sandalwood fragrance and then the remaining half gives a rose fragrance. This is a unique product in the incense trade.
Manas Khandelwal, head of Labh Ganga, told Sugandh India that our 2-in-1 is probably a completely new product in the market, which has become quite popular in the industry. He said that we have been in this business for 16 years. We started with camphor production. Divine Group of Companies has two companies. Divine Camphor Private Limited manufactures only camphor products, while Divine International produces incense sticks, sandalwood tika, havan materials, loban, dhoop sticks, sindoor and other products. The product has attracted attention because offering two fragrances in a single stick gives consumers a distinctive experience, setting it apart from conventional dhoop and incense products commercially available today.
In response to a question from Sugandh India, Mr. Manas said that work is divided among everyone in the company. There are separate teams for production, marketing and fragrances. He said that Labh Ganga brand is known for its quality and packaging, and their Ashtgandh has become a very famous brand. In camphor, we manufacture several ranges of products, including Bheem Seni. We have launched Bheem Seni in different fragrances, and it is a pan-India product. Besides this, our Loban is also well-liked. Along with the company’s sandalwood tika, kumkum, Ashtgandh, granular and wet sandalwood tika, traditional products in puja materials have been given a new touch, and their packaging is also of the best quality. In response to a question, he said that their brands sell the most in Madhya Pradesh, Uttar Pradesh, Rajasthan, Bihar and Jharkhand. Besides this, there is a supply network across all South Indian states, as well as Kashmir, Punjab, Haryana, Gujarat, Maharashtra, Chhattisgarh and West Bengal.
Mr. Manas said that the company’s principle is that we do not enter the market with cheap and low-priced products; instead, we focus on quality. Adulteration in camphor has increased considerably these days, but there is a great need to increase awareness about camphor. Consumers should know the disadvantages of using adulterated camphor and the benefits of quality products. He said that before Covid, camphor use was limited. Since then, it has grown rapidly. In response to a question, he said that earlier Bheem Seni Camphor was used more in Maharashtra and South India, but its use grew very rapidly during and after Covid. Now it is also being burned using diffusers. We have also done considerable research and development on this and introduced it in perfume- based variants such as Rose Oud and several other fragrances, which people have liked very much. Initially, it was sold only in the online market. Then we brought it into the grocery market. Although there were considerable difficulties initially regarding its quality and price, being a good product, it established its place and today it is very popular. Bheem Seni Camphor can be burned directly and can also be used on a diffuser, while some people also use it as prasad.
In response to a question about the rise in raw material prices due to the US-Iran war, he said that yes, this is a major problem, but we have not compromised on quality and are somehow managing for now. He said that they have 18 fragrances in dhoop sticks, and the two-in-one has been the most popular. We also have packs starting from ₹15 up to 400-gram zipper packs. People are liking these products very much. In response to a question, he said that the challenges for them are national players and companies that run products on the strength of schemes, but we are moving ahead on the strength of our quality, because quality and packaging are the main attractions of our products. Today, customers look for quality products, and our constant effort is to provide the best products. He said that we have also launched two brands in incense sticks. One is Black Crown and the other is Bharat Naman. People have liked their quality and packaging, and they are receiving a good response. Besides this, our havan material is also of high quality.
