Business owners from all over India visit the expo in Varanasi
The two-day Sugandh India Expo 2024, held in Varanasi, cast its fragrant spell across Uttar Pradesh, resonating throughout the country. This landmark event, the first-ever expo dedicated to the incense stick and fragrance industry in UP, was organized by “Sugandh India,” a monthly magazine serving the incense and fragrance industry. The expo took place in Varanasi, the holy city of Lord Vishwanath. Bengaluru’s premium incense manufacturer, Balaji Agarbatti Co., served as the main sponsor, with co-sponsors including renowned companies Dev Darshan Dhoop Agarbatti Company (Chandigarh) and Oriental Aromatics (Mumbai).
Held at the Deendayal Hastkala Sankul in Varanasi on 22nd and 23rd June, 2024, Sugandh India Expo 2024 was the first major expo for the incense stick and fragrance industry in UP. The event attracted business owners, including manufacturers, distributors, retailers, raw material suppliers, machinery and fragrance manufacturers, and packaging material experts from across India’s incense and fragrance sectors. Over 60 leading companies showcased their products through their eye catchy stalls, creating a delightful atmosphere filled with the diverse scents of incense and fragrances. Pt. Narendra Sharma, head of the Tiranga Group of Uttar Pradesh, lauded the expo organized by Sugandh India magazine and extended a warm welcome to the businessmen from all over the country. Inspired by the enthusiastic response from industry leaders, Mr. Arif Farooqui, editor of Sugandh India magazine, announced plans to hold a national expo annually.
Representatives from major fragrance industry hubs like Karnataka,Tamil Nadu, Telangana, Madhya Pradesh, Gujarat, Punjab,Maharashtra, Rajasthan, West Bengal, Assam, and Delhi actively participated in the expo. Additionally, a significant number of producers and distributors from Uttar Pradesh contributed to the event’s success. The very first day saw a flurry of business meetings and negotiations between manufacturers, distributors, and raw material suppliers, resulting in numerous signed agreements. Uttar Pradesh, a state experiencing rapid industrial growth with a large population, presents an attractive market for companies nationwide. Incense sticks and fragrances hold deep significance in India’s cultural, religious, and social spheres.
Traditionally used in worship, meditation,rituals, and for their therapeutic and aromatic properties, their application has expanded in recent years to create a pleasant and fragrant ambiance for parties, functions, and even corporate offices. This growing demand has propelled the incense stick and fragrance industry’s turnover to over Rs 14,000 crore, with a projected market growth rate of 8.17% in 2024-25.
Business owners participating in the expo highlighted the rising global reputation of Indian incense sticks. Beyond traditional Indian fragrances like sandalwood, rose, jasmine, oud, and various herbal and natural perfumes, incense sticks and fragrance products incorporating fruity scents are now exported to over 150 countries, with major markets established in the US, UK, Malaysia, South Africa, and Arab nations. The “Make in India” initiative championed by Prime Minister Narendra Modi has significantly contributed to the rapid development of the incense stick industry, which directly employs lakhs of people, a majority of whom are women from underprivileged backgrounds. Moreover, the industry indirectly provides employment to over a crore people, particularly in rural and small-town areas. This translates to increased market dynamism and purchasing power for the employed population. Compared to other consumer goods, the incense stick industry stands out as a prime example of “Make in India, Make for the World,” making a substantial contribution to the nation’s economy. A key factor in choosing Varanasi for the Sugandh India Expo was the surge in tourism and religious pilgrimage following the construction of the Kashi Vishwanath Corridor.
The city’s proximity to Buddhist and Jain pilgrimage sites, the newly built grand Ram temple in Ayodhya, and the Kumbh Mela held in nearby Prayagraj, all contribute to the constant influx of millions of tourists and devotees to Varanasi and surrounding districts. These religious, cultural, and historical sites have fostered a thriving market for incense sticks and fragrance products, catering to a range of price points. The expo successfully brought together businesses from across the country, paving the way for a revitalized fragrance industry in Uttar Pradesh. The state boasts a readily available abundance of raw materials for incense stick production and is itself a vast consumer market. This event presents a significant opportunity for both established national producers and local UP businesses. The Sugandh India Expo is poised to not only propel the incense stick industry forward but also contribute to UP’s industrial development and create substantial employment opportunities.
