Nagpur: A mixed market for local & pan-India branded companies – Chandrashekhar
“Chandrashekhar Lande, owner of the leading incense and dhoop products super stockist firm “Aai Agency,” highlighted the strong presence of branded products from Ahmedabad, Indore, Pune, and Bengaluru in Nagpur and the Vidarbha region. According to Chandrashekhar, Nagpur is home to several major companies whose products perform well locally, creating a diverse market for premium, economy, and mid-range offerings from local and external brands. Chandrashekhar has been in the incense business since 2018. Over the years, he has established a robust supply network across Vidarbha and Chhattisgarh. Beginning his venture with “Laxmi Agarbatti,” he expanded to include prominent brands such as Khara Sona, Denim, Goyal Agarbatti, Dali Agarbatti, First Choice, Nimbalkar Group, and the Agra-based Navin. He currently operates as a super stockist and distributor for these companies, ensuring their products reach a wide audience. In addition, Chandrashekhar has been serving as a super stockist for “Param” for the past two years, further solidifying his presence in the regional market.”
Chandrashekhar Lande, speaking to Sugandh India, revealed that his distribution network includes around 450 distributors, with operations extending to Chhattisgarh. Within Vidarbha, he manages markets in Chandrapur, Gadchiroli, Gondia, Bhandara, Amravati, Akola and Buldhana, in addition to Nagpur. Chandrashekhar noted that Maharashtra’s market dynamics vary significantly across regions. Economy and mid-range products dominate Vidarbha, while premium products are more popular in Nagpur. Urban and rural areas outside Nagpur prefer the economy and loose incense products. In affluent regions like Marathwada, 70% of the market comprises premium products, and in western Maharashtra, premium products account for 60% of the market share. Conversely, the Vidarbha region sees robust sales of products priced at ₹10, ₹15, and ₹20, particularly in rural areas where dhoop and incense sticks have a strong demand. A 400-gram zipper pack, categorised as a loose product, is especially popular. National brands such as Cycle, Zed Black, and ITC also maintain a significant presence in Nagpur, reflecting the city’s diverse market preferences.
Shri Chandrashekhar highlighted that Nagpur is home to prominent local brands like Rocket and Thakral, whose products enjoy high demand and are sold pan-India. Additionally, brands such as Balaji, Shreeji, Amrutha, Param, Denim, Bansi, and Big Safari hold a monopoly share in the region. In the loban segment, loose incense sticks dominate consumer preferences.
Chandrashekhar noted that Bengaluru-based products, which previously had a significant hold in Nagpur, continue to be in demand. Masala incense sticks from brands like Arihant and Vasant are particularly well-received. He described Nagpur as a mixed market where premium and budget products sell effectively, with jumbo packs weighing 300 to 400 grams gaining popularity. In the dry dhoop segment, brands such as Param, Khara Sona, and Pooja Path’s zipper packs perform strongly. Bansi has established a monopoly in the dhoop category. He observed a shift in consumer preferences, with dry dhoop now favoured over wet dhoop, which was more popular. Although several companies produce well-performing wet dhoop in zipper packs, with loose incense products being more prevalent, branded sambrani cups have limited demand. In the camphor segment, Mayur and local products dominate the market, while brands such as Gayatri, Pooja Path, Param, Saraswati, Three Pine, Hem, and Geeta Products also maintain a presence. Chandrashekhar firmly stated that Maharashtra is a robust market. Vidarbha (region) demonstrates a mix of demand patterns with premium products predominantly targeted at urban areas.
