Shri Sugandh Centre: Pioneer in incense business since three generations

Mr Girish Padia, head of Shri Sugandh Centre in Rajkot, shared insights with Sugandh India about their family journey in the incense business, which began with their involvement in the paan(betel) trade. Over the years, the family gradually shifted their focus to the incense business. In 1965, they founded a company and began distributing the well-known Paras brand of Bengaluru. Soon after, they expanded their operations to include Nandi and Shashi Industries which they distribute till date. Shri Sugandh Centre is a big player in the Rajkot incense market today. The Centre handles prominent incense brands such as Topsi, Aalok, Shri Trading, Ambar Mala, and Aromatic Ambar. According to Mr Padia, premium-quality products dominate sales at their store, while economy-range products sell in lower volumes. The family manufactures signature-styled masala and flora agarbattis under the Chetanya and Dharmik brand names. Chetanya and Dharmik have become sellable agarbatti brands in Gujarat. Padia indicated that the organization is currently concentrating its efforts on producing masala agarbattis— a market segment that is experiencing a definite increase in demand. With a longstanding legacy in incense production, Mr Padia reflected on their early days when they began by producing loose incense sticks. Today, however, quality is the core focus, with the company emphasizing superior products to meet consumer expectations.

Mr Padia established a profitable retail counter for incense, where premium range products are in demand. He remarked that the secret behind a thriving incense market in Rajkot is the diverse consumer base that breaks down to a big middle-income group, supported by the rich and the ultra rich class. Rajkot has emerged as a central hub for incense, attracting customers not only from Gujarat’s remote districts, such as Gondal, Vadodara, Navsari, Veraval, and Dwarka but also from other states. The area’s strong tourism sector, which draws both domestic and international visitors, further fuels the demand for incense products. According to Mr Padia, the market is split evenly between economy-range products and medium to premium quality offerings, with high-quality premium products making up around 20% of total sales. He also noted that most of his customers buy incense in bulk for commercial purposes, including for shops, factories, and homes. In Rajkot, incense sticks dominate the market, accounting for 70% of sales, while incense (dhoop) makes up the remaining 30%. Mr Padia mentioned that there is minimal concern or debate over the use of bamboo in incense products.

Mr Padia highlighted a growing demand for incense(dhoop) as well. Loban, guggal, and sandalwood fragrances are particularly popular among consumers. The most sought-after items are incense packs in boxes or zipper bags, priced between ₹40 and ₹100, containing 50 to 100 grams of incense. Mr Padia emphasized that consumers in the region are highly discerning about the quality of products they purchase. Among the top-selling brands are Janak Flora, 551, Sai Flora, Sai Bahar, Ratnam, Denim Maja, Jai Bhavani, Cycle Pure, ZED Black, and ITC’s Mangaldeep. Mr Pandia also pointed out that the market for incense has seen rapid growth in recent years, driven by increasing consumer preference for premium quality offerings. Over the past year, a heated discussion ensued over burning bamboo in incense products. As for dry incense sticks, the “Shree Ghantakarna” brand from Deesa (Gujarat) has gained significant popularity. In the guggal incense category, leading brands include Trupti, Cycle Pure, Janak, Nandi Madhu Malika, Topsi, Misbah, Siddhi Vinayak, and Bansi.

Padia revealed key insights into the changing dynamics of Rajkot’s incense market. He shared that for dry incense, products weighing between 50 to 100 grams and priced between ₹60 and ₹100 are the most popular among consumers. In contrast, lower-priced products, typically around ₹20, are more commonly sold in rural areas. Wet incense, however, has seen less demand due to the higher smoke output associated with them. Among the wet incense products, popular brands include ZED Black’s Manthan, Siddhi Vinayak, and Sahni. For premium-quality incense, brands like Balaji, Topsi, and Siddhi Vinayak are the preferred choices. In the sambrani cup segment, products such as “Cycle Pure” Naivedya and the “Kalki” brand from Madurai are in high demand, with the Jaipur-based “Samriddhi” brand also gaining popularity and expanding its market share. Padia pointed out that during major festivals like Navratri and Ganesh Puja, there is a notable spike in the demand for sambrani cups. A growing trend in the market is the demand for cups made from cow dung and guggal, with brands such as Samriddhi, Neev, and Priya leading this segment. The market for camphor has declined in recent years, although products like Bhimseni, Mangalam, Three Pine, and 844 remain in demand. During the COVID-19 pandemic, the demand for camphor surged, but it has since diminished. Padia attributed this to the lower quality of camphor tablets on the market, which has kept Bhimseni in the lead. Finally, he highlighted the continued popularity of sandalwood tika, with “Hari Darshan” being the top brand, followed by Gandhi and Manohar. Both incense paste and powder continue to have strong demand in the region.