Customers prefer quality over price : Gaurav Monga
North India is a great market for Bengaluru and Mumbai-based incense products The incense industry has grown rapidly in the last decade or so with a vairety of changes”, said Gaurav Monga of Monga Agency, aDistributor (North India) for; Satya Sai Baba Nag Champa and Sai Flora, Panchavati, BIC and Parimal. He said “, People today want quality. They’re not afraid of paying more.”
The Agency also manufactures its own brand as well. ‘Tridev’ is their most sought-after brand segment running more than five hundred products alone.
Speaking further with Sugandh India, Gaurav informed: “, Apart from the pan-India presence, we have a growing market overseas especially premium incense products.”
Speaking about their business Gaurav said “, My grandfather started this agency some fifty years ago. I’m running this agency now.” Continuing further on the market he said “, Delhi, Punjab, Haryana, J&K and U.P. are the focus markets. I see a lot of opportunities for our brands. In fact, our agency is getting a healthy response in these states.” Furthermore— “Our resourcing is more towards high-grade premium products. That’s our market.”
“Dealing with inflation and the rising cost of raw materials is an everyday affair. Yes, it is a problem. We downsize the weight of the packet as a trade-off by reducing the number of incense sticks in the economy segment. The same goes for the premium range as well. However, with our premium range, the advantage-point is ‘demand’. High demand of our premium segment, offsets logistical and other costs.”
The agency runs its pan-India business via a matrix
of distributors. They have a separate supply chain for ‘Tridev’ as that is a huge segment with 500+ products. “Being in the nation’s capital has its own advantages. Khari Baoli, a landmark identity in Old Delhi, has the largest wholesale market in Asia. Buyers from all across the country and even abroad throng Khari Baoli for their bulk buys.”
Continuing further “, We have separate logistics and distributors for third-party manufacturers from Mumbai and Bengaluru. Anyways, Mumbai-based Satya Company’s products are mostly exported and its domestic supply is short,” informed Gaurav Monga.
