Hyderabad is a major market for premium incense products:L Sailesh Jaiswal
Hyderabad, a vibrant cosmopolitan city, boasts a substantial market for premium incense products, marked by a strong demand for high-quality brands. In an exclusive interview with Sugandh India, Mr L. Sailesh Jaiswal, a distinguished second-generation member of Himalay Surya Enterprises, detailed their extensive market presence since 1981. Mr Jaiswal noted that consumers in Hyderabad place a premium on quality, often disregarding price, with products priced between ₹50 and ₹200. Founded in 1981 by Mr Jagannath Prasad Jaiswal, L. Sailesh Jaiswal, his son runs Himalay Surya Enterprises. The business was started with distribution of a brand called Sugandh Gulab from Mysore, followed by brands like Allied Incense and Anand Industries. Today, Himalay Surya Enterprises represents five key companies: Amrutha, Delta, Flourish, Alaukik, and Hem. The firm also sells products of Utsav. Furthermore, Delta has entrusted them with the SS Point distribution across Hyderabad and Secunderabad.
In an insightful conversation, L. Sailesh Jaiswal informed Sugandh India that their distribution network spans the entire Hyderabad-Secunderabad market. The firm currently operates with ten to twelve distributors and plans to expand this network shortly. Mr Jaiswal was quite happy with their thriving agarbatti business. Thanks to increased demand for incense products, their market presence in Hyderabad and surrounding areas has grown considerably. He elaborated that Hyderabad is a market for premium, medium, and economy segments. Urban areas exhibit a robust demand for high-quality branded items, while the outskirts and rural regions favour more economical options. Products priced between ₹50 and ₹200 are popular and a notable market for box and zipper packing priced at ₹50. He observed that ten rupee products are less in demand. Leading brands in Hyderabad, such as Zed Black and Cycle 3-in-1 agarbatti, are selling exceptionally well, while ITC products are sold predominantly through general stores.
In a discussion with Sugandh India, he observed that while Bengaluru’s quality products initially dominated the market, products from Ahmedabad have gained significant traction. Particularly, premium offerings from Flourish Fragrances have been highly regarded and well-established over time. Mr Jaiswal noted that premium brands such as Forest, Misbah, DhoopChhaon, and Balaji are in high demand. He emphasised the rapid rise in popularity of dry sticks in Hyderabad, noting that while incense still represents about 80% of the market, the increasing demand for dhoop suggests that a 50-50 market balance between incense and dhoop is on the horizon. Additionally, there is a growing consumer preference for bamboo-less products. Amrutha and Flourish dhoop sticks and dry cones are particularly favoured. The demand for dry sticks far exceeds that for wet dhoop, which makes up approximately 5% of sales, with Hari Darshan holding a substantial share in this segment. There is also a strong demand for 50g and 100g jars and boxes of dry stick.
In response to a question from Sugandh India, he highlighted the substantial demand for Sambrani cups in Hyderabad. He observed that customers here favour a subtle fragrance with smoke and strong, intense scents are less popular. Over the past decade to fifteen years, the trend for Sambrani cup has significantly grown, with Delta’s Sampradayam leading the market. Other popular brands include Cycle Naivedya, GT, and Aashika cups. Additionally, local products are also well-received. He noted that in Hyderabad, particularly in Telangana, there is a preference for incense products that generate more smoke. Typically, only two or three out of ten customers buy products by brand name, while seven to eight rely on the suggestion of the retail owner and the quality of product. Consumers spend between ₹300 and ₹500 per month (average) on incense products. Local camphor brands such as Vijay Shree and Swastik are in demand, with a strong preference for quality branded options. In the attar and roll-on category, sought-after brands include Atarful, Arochem, Oriental, and Big Bell. Balaji is a preferred choice in the premium segment. For Chandan Tika, Pune’s Manohar is the top seller, though other companies also compete in the Chandan Tika market.
