Shravani Sugandh Bhandar: The journey from a Salesman to a Distributor: Jitendra Iratkar
Shravani Sugandh Bhandar, led by Jitendra Iratkar, has established itself as a major distributor in Nagpur, representing around thirteen agarbatti companies, including prominent names like Parimal Mandir, Padmini, and Hari Darshan, over the past decade. Mr. Iratkar began his career as a salesman in the fragrance industry, working for a dozen years with a distributor managing Bharatvasi Parimal Mandir brand. When the distributor ceased operations, he opened a retail shop… marking the beginning of his entrepreneurial journey. Recognizing his potential, Parimal Mandir appointed him as a distributor, followed by direct appointments from companies such as Padmini, Hem, Safari Big, Hari Darshan, Topsi, and SL Agarbatti Company. Shravani Sugandh Bhandar (company) is not just a distributor, it also retails products from well-various incense and perfume brands, solidifying its footprint in Nagpur’s fragrance market. This success highlights the transformative journey of MrIratkar, who transitioned from a salesman to a key player in the distribution network of branded incense products.
Jitendra Iratkar supplies products to approximately 450 retail shops and wholesale markets, supermarkets, kirana shops, and dairy stores in Nagpur. Over thirty businesses source wholesale products from them. The distribution network extends beyond Nagpur, covering regions like Wardha and Amravati (Maharashtra). MrIratkar highlighted Nagpur as a lucrative market for incense products, with an equal 50-50% share between loose and branded offerings. Loose products, largely driven by local producers, continue to hold significant demand. Among the most popular brands distributed are ZED Black, Parimal Mandir, Padmini, Hari Darshan, Cycle, Hem, Krishna Kala Agarbatti, Rajkot’s Janak, and Ahmedabad’s Flourish. Monthly sales reportedly reach ₹14-15 lakh, with ₹8-9 lakh generated from branded products and ₹7-8 lakh from loose offerings. Shravani Sugandh Bhandar’s consistent growth underscores its pivotal role in supplying high-demand fragrance products across Nagpur and surrounding regions.
Mr Jitendra Iratkar revealed that in Nagpur, incense products priced between ₹10 and ₹50 enjoy the highest demand, with zipper packaging being particularly popular among consumers. ZED Black’s Manthan and Topsi’s Wet Dhoop, sold in zipper packs alongside Hari Darshan, maintain a strong presence and are market leaders in the dhoop category.
Products in the ₹25 to ₹30 price range are the best-sellers. Premium products like Balaji and Krishna Kala, priced at ₹70 MRP, have a niche audience, while demand for dry sticks remains low. Wet dhoop, which is more affordable, dominates sales, whereas dry dhoop of decent quality sells at ₹70 and more. Dhoop and agarbatti share the market equally, each holding a 50% share. Mid-range dhoop-agarbatti in zipper packaging, weighing between 120 and 200 grams, are the most sought-after. Economy packs of 100 grams are also popular, with products priced at ₹50 having the largest market share. MrIratkar noted that premium products, such as packs of 10 agarbattis priced at ₹100 or more, account for only 5-10% of the market and are primarily purchased during festivals. Nagpur’s incense market is largely driven by economy and medium-quality products, catering to the price-sensitive preferences of local consumers.
Jitendra highlighted that Lakshmi is the leading brand in the sambrani stick segment— followed by loose local products. The sambrani market has an even 50-50% split between branded and loose products, with popular price points at ₹40, ₹50, and ₹60. Notably, Lakshmi offers a pack of 20 sticks for ₹14. Panchjanya, Naivedya, and Parimal Mandir Mangal Puja (in the Sambrani Cup category) are in high demand. Manohar Ashtagandha is particularly popular sandalwood tika— while Hari Darshan continues to hold a substantial market share. Other brands like Mouli, Jai Bhavani, and Topsi have a strong presence in the Ashtagandh category. The average price for sandalwood tika stands at ₹30, with both powder and paste versions being widely used, and yellow sandalwood being the preferred choice among customers. In the camphor segment, leading brands include Nagpur based Maurya, Jai Kapoor and from other cities, Mangalam, and Gayatri. Among perfumes and roll-ons, Aerochem and Al Nuaim are the most popular, priced between ₹30 and ₹40. JB fragrances also perform exceptionally well in retail, with four to five varieties consistently in demand.
Discussing customers behaviour, MrIratkar noted that a typical customer purchases about a quarter kilogram of agarbattis, priced at ₹40-₹50, and spends approximately ₹200-₹300 per month. However, in retail, only 20-30% of customers opt for branded products, with the majority favouring local or loose options. This preference for cost-effective, non-branded products highlight’s the value-conscious nature of Nagpur’s fragrance market, while premium segments remain niche and festival-driven.
