BIG SAFARI AMONG THE TOP SELLERS: NARAYAN KHEMCHAND AGARWAL
Mr Narayan Khemchand Agarwal, owner of Murli Wala Stores in Pune, has been a prominent figure in the agarbatti and dhoop industry since 1956. In an exclusive interview with Sugandh India, he likened the industry to a circus, asserting, “The one who performs the best, sustains the most.” Agarwal began his career with a grocery store but transitioned into the incense business in 1998 with Thakral group and got distribution rights for their products. His success in the field led to further opportunities.
He revealed that his distribution network spans Pune, catering to approximately 350 counters. He highlighted the strength of the Pune market, describing it as highly promising. “Big Safari is the top-selling brand here,” he stated during his interview with Sugandh India.
Other notable brands in the local market include ITC, ZED Black, and Cycle Pure. Agarwal noted a significant demand for zipper packaging, with 15-gram premium-quality agarbatti packs gaining traction. However, the 100-gram pack remains the most popular choice among consumers.
Mr Agarwal emphasized Big Safari’s leading position in Pune’s agarbatti market, along with the local Oswal brands. The 100-gram zipper pack of Big Safari sells at ₹50, with a maximum retail price (MRP) of ₹70–80. Similarly, the Miracle brand is priced between ₹60–70, with an MRP of ₹100. He also noted strong demand for ₹12 pouches, which appeal to budget-conscious consumers. He sells 8-10 product variants of Big Safari and 2-3 variants of RKT. Jalaram’s masala agarbattis, priced at ₹180 for 200 grams, continue to enjoy strong demand in Pune. Shri Narayan Khemchand Agarwal noted that consumers prefer dry sticks over wet dhoop. However, RKT, Sacche Sai, and ZED Black remain notable choices in the wet dhoop segment. He also highlighted a preference for loose sambrani cups over packaged versions in the local market. Additionally, the 111 brand of camphor stands out as a favoured option among buyers.
