SOMNATH: BUILDING A FRAGRANCE BRAND FOR EVERY SEGMENT OF INDIA
From a humble beginning in 2012 to a growing presence across India and international markets, Somnath Products is expanding its portfolio through innovation, quality and a clear understanding of consumer needs. Led by CEO Sagar Popat, with the support of his family and brother Sameer Popat, COO, the company is strengthening its flagship Somnath brand while developing Tattvam and Ramdoot for distinct market segments. In an exclusive conversation with Sugandh India, Sagar Popat, CEO of Somnath Products, shared the company’s journey, brand strategy, product innovations and future plans.
Building Somnath from the Ground Up
The Somnath brand was launched in July 2012 with just nine products. Since then, the company has steadily expanded its product portfolio and distribution network, building Somnath into its flagship brand.
Sagar Popat attributes this journey to the collective efforts of his family, with his brother Sameer Popat playing a key role as COO, overseeing operations and supporting the company’s growth.
“Somnath is our flagship brand and the foundation of our journey. We started with just nine products, and over the years, we have expanded our portfolio to cater to consumers with different preferences and price points. Our focus has always been on understanding the market, maintaining quality and continuously introducing products that meet changing consumer expectations,” says Sagar.
Somnath: The Flagship Brand
Somnath remains the company’s primary focus, offering products across different segments of the incense market. Its established product ranges include Bilipatra, Tulsipatra, Paghadi, Rambaan, Amrut Bella, Noor E Loban and Kalam.
The company is also introducing contemporary collections such as White & White and Positive Vibes to appeal to evolving consumer preferences and create new opportunities in the market.
“Our approach is to build Somnath as a trusted brand that combines fragrance, quality and value. We want to serve consumers across different markets without losing sight of what makes the brand special. Product development and innovation will continue to play an important role in our growth,” Sagar explains.
Tattvam and Ramdoot: Addressing Different Consumer Needs
As the business expanded, Somnath Products introduced two additional brands to address distinct market opportunities.
Tattvam is the company’s luxury and premium incense brand, developed for consumers seeking refined fragrances and a premium product experience. Its products are positioned for premium retail outlets and online platforms in India, with international opportunities, including Australia.
Ramdoot was developed for the mass market, particularly consumers in smaller cities, towns and rural areas who seek affordable products without compromising on quality. Its distribution strategy is designed around this segment, with supplies directed through distributors and wholesalers.
“India is a diverse market. Consumer expectations differ across regions, channels and price points. Through Somnath, Tattvam and Ramdoot, we can address these needs with distinct product propositions and distribution strategies. Somnath remains our flagship brand, while the other brands help us explore additional opportunities,” says Sagar.
Innovation in Charcoal -Free and Bamboo-Less Products
Changing consumer preferences are creating new opportunities in the incense industry, particularly for charcoal-free products and bamboo-less formats.
Somnath Products is investing in research and product development to expand its offerings in this category. Its future plans include developing additional bamboo-less formats such as dry sticks, cones, dhoop and sambrani cups under its brands, subject to product development and market requirements.
The company sees innovation in materials, formats and fragrances as an important part of its future strategy.
“Consumers are becoming more conscious of the products they choose for their daily worship and home-fragrance needs. We see growing interest in charcoal-free and bamboo-less alternatives. Our aim is to develop products that combine an appealing fragrance, consistent quality and a satisfying consumer experience,” Sagar says.
Managing Industry Challenges
Like other manufacturers in the incense industry, Somnath Products faces challenges arising from fluctuations in raw-material prices and dependence on imported inputs.
The company believes that improving sourcing efficiency, developing alternative materials where feasible and investing in product innovation will be important for long-term competitiveness.
“Raw-material price fluctuations remain a major challenge for the industry. We need to improve sourcing efficiency and reduce our dependence on imported inputs wherever practical. At the same time, we must continue investing in quality, innovation and distribution to build a sustainable business,” Sagar explains.
Looking Ahead: A Bigger Vision for Somnath
Somnath Products aims to strengthen its flagship brand, expand its distribution network, introduce new products and develop its presence in international markets.
The company’s long-term vision is to build a stronger, more diversified business while continuing to serve India’s incense market across consumer segments.
“For us, this is only the beginning. We have ambitious plans for Somnath and our other brands. We want to build brands that consumers trust, introduce meaningful innovations and create a stronger presence in India and international markets. Our focus is on building the business for the long term, with the right products, people and systems,” Sagar concludes.
