Pan-India Companies Hold A Strong Presence Alongside Local Brands in Ahmedabad’s Market: Hemant Jaysinghani
Ahmedabad along with Gujarat, has become a major hub for incense sticks and dhoop products. Branded companies based here are selling their products across the country, but in Ahmedabad itself, they face stiff competition from brands from other states. Among quality products, several pan-India brands such as Balaji, Oswal, Real, Amrutha, Forest, Cycle and Z Black are also present here and are demanded by customers who prefer premium and medium-range products. At retail counters for incense sticks, dhoop and puja materials, products from Pune, Indore, Bengaluru, Rajasthan and Punjab are also sold alongside brands from Ahmedabad and Gujarat. Mr. Hemant Shyamlal Jaysinghani, head of R. S. Traders, Ahmedabad, told Sugandh India in an exclusive conversation that his family has been in the incense business for more than 35 years. He said that his experience shows that the brand value of Ahmedabad based companies is increasing because they produce and maintain quality as well, but despite this, products from Bengaluru, Indore and other states also perform very well here. Therefore, all companies should make and maintain quality products; only then can they continue successfully for a long time.
Mr Hemant told Sugandh India that his father registered the firm in 1990, but had been working in the incense business even before that. Answering a question, he said that they have area-wise agencies of incense companies. Their supply network covers a five-kilometre radius in the Khokhra, Maninagar, Amraiwadi and Kishanpur areas. The company sells products from Nishan, Oswal, Balaji and Amrutha along with other companies. Explaining why outside brands also sell very well apart from Ahmedabad brands, he said that the biggest reason is that products coming from Ahmedabad and other parts of Gujarat are maintaining good quality, while their transportation costs are very low and they can supply as soon as there is demand, whereas transportation costs and time for brands from other states are both higher. Answering a question, he said that there is a good market for incense sticks here and a packet costing around ₹50, with an MRP of ₹75, sells the most. The market for ₹20 products is quite small.
He told Sugandh India that Oswal, Flourish, Nishan, Balaji and Amrutha are products here that sell strongly at ₹50. He said that zipper packaging is more popular in the Gujarat market, while boxes do not sell. Answering a question, he said that very few products priced at ₹10 and ₹20 are sold. The major reason is that these contain less weight or fewer sticks, whereas the ₹50 pack contains around 100 incense sticks. Thus, it proves economical for customers, who can comfortably run the entire month by buying one or two packets. He said that there is also a good market for premium products here, and in the ₹80–90 segment, Amrutha and Oswal products sell well. Among higher-premium quality products, Balaji has a ₹380 pack containing 20 sticks, with fragrances such as sandalwood and rose. That also sells well. He said that at our retail counter, Amrutha and Nishan sell the most at ₹50. Among products of higher premium quality, Balaji, Flourish and Oswal sell well. Besides these, the Zebra brand, Forest’s White Forest, Black Forest, Aroma Forest, and Kasturi and Sandalwood fragrances are also sold.
Answering a question from Sugandh India, Mr Hemant said that the market for bamboo-less products is growing rapidly here. However, incense sticks still sell more. Among bamboo-less products, the market for dry sticks is larger than that for wet dhoop. However, in wet dhoop, Z Black’s Manthan and, in premium quality, Balaji’s dhoop sell very well. Besides these, Tez and Bansi wet dhoop also sell. He said that the highest demand here is for incense sticks. This is followed by dry dhoop and then wet dhoop. The market for sambrani cups now runs throughout the year, but during the festival season, it increases two to three times. Dev Darshan cones sell well. He said that in camphor, we stock branded products from Mayur, Flourish and 333. Apart from these, we also keep Bhanu brand in the local segment. In sandalwood tilak, Bhawani, Manohar and Kashi powder sandalwood tilak sell well here. Oil and cow ghee for diyas are also available at their retail counter.
Answering a question, he said that an average customer here makes purchases worth at least ₹100 per month, but there is no limit to the purchases made by customers buying premium products. He said that generally, 5 out of 10 customers here purchase based on the brand name itself.
