Namoh Indiya experiences rapid growth in northern markets : Shiva Maharshi
The Namoh Indiya brand, known for its agarbattis, dhoop, cones, havan materials, goladhoop, and sambrani cups, is experiencing a surge in popularity across Punjab, Himachal Pradesh, Haryana, and Jammu & Kashmir. Its Gau-Ansh herbal dhoop product, in particular, has been well-received by consumers. Shiva Maharshi, head of BKC Agencies and super stockist for Namoh Indiya in these regions, recently shared insights during a conversation with Sugandh India. He highlighted that a comprehensive distribution setup has been established throughout Punjab and Himachal Pradesh. Efforts are progressing rapidly in Haryana, especially in Gurugram, Faridabad, and central Haryana, with a successful entry into Jammu & Kashmir as well. Maharshi noted that the company is appointing 300 distributors across these states, which will cover approximately 70,000 retail outlets. Plans are also underway to open 600 additional outlets. Reflecting on the journey, Maharshi mentioned that BKC Agencies began operations for Namoh India six months ago and has been working in the FMCG sector for the past 25 years. This background has provided a solid foundation for their current expansion efforts.
In an interview with Sugandh India, Shiva Maharshi, head of BKC Agencies, revealed that the decision to enter the incense and dhoop market stemmed from consistent customer requests during their FMCG operations. Recognising a demand for high-quality products, they sought to partner with a reputable brand, ultimately leading them to Namoh Indiya. Maharshi and his team assessed Namoh Indiya’s products, operations, production quality, and marketing strategies. Their familiarity with the brand owner facilitated a smooth partnership. He emphasised that Namoh Indiya’s market strategy is robust, with product offerings ranging from ₹10, ₹20 to ₹500. The company is focusing on mass-market products, particularly havan materials and cones. Trends indicate a decline in the use of traditional agarbattis. Instead, consumers are increasingly opting for dhoop and dry stick products. In response to this shift, Namoh Indiya is ramping up production of havansamagri, cones, dry sticks, sambrani, and goladhoop. They also provide a diverse range of incense products, with their goladhoop being noted for its high quality.
Continuing his discussions with Sugandh India, Shiva Maharshi revealed that Namoh Indiya’s products are available in a wide array of distinctive fragrances. The company has established its network and is actively building a sales and marketing framework that has already generated approximately ₹30-35 lakhs in business within just a few months. With 25 years of experience in the FMCG sector—supplying spices, oils, beverages, sugar, rice, and various FMCG products—BKC Agencies has developed a solid network. However, Maharshi acknowledged that the market for dhoop and agarbattis differs significantly, necessitating a tailored marketing approach. Namoh Indiya is also innovating with a variety of gift packs. In addition to havansamagri and cones, the brand offers Gau-Ansh, a herbal product, which is gaining popularity for its health and environmental benefits. Maharshi noted that this product has been well-received in the market, reflecting the growing consumer interest in natural and beneficial offerings.
Shiva Maharshi reported that Namoh Indiya’s range of products—including dhoop, agarbattis, havan materials, sambrani cups, and new design gift packs—are performing exceptionally well in Punjab, Himachal Pradesh, Haryana, and Jammu & Kashmir. Discussing market trends, he highlighted that around 60% of the population in Haryana and Himachal Pradesh lives in rural areas, where there is a strong preference for affordable natural products available in larger quantities. Conversely, Punjab, being a more affluent state with a significant NRI population, shows a higher demand for premium quality offerings. Maharshi noted that in Jammu, dhoop products are particularly popular, while in Kashmir, consumers tend to favour agarbattis. In Ambala, ₹20 dhoop sticks dominate the market, and alongside Namoh Indiya, brands such as Hari Darshan, Dev Darshan, and Zed Black are also competing. He pointed out that there is limited demand for camphor in the region, with havansamagri being the top sellers, especially products from Namoh Indiya, Dev Darshan, and Hari Darshan. Additionally, the market for attar is virtually non-existent in Ambala, where perfumes and deodorants are more sought after. Maharshi concluded by estimating that the annual market for dhoop and agarbattis across these four states is approximately ₹60 crores, indicating a robust and growing sector.
