Large-scale loose production Drives Nagpur’s incense industry: Rajesh Shah
“Nagpur has established itself as a significant hub for agarbatti production in Central India, with over 200 registered manufacturers and numerous unregistered producers. This thriving market has positioned itself as a centre for both established brands and smaller players. Rajesh Shah, the head of Ajay Agarbatti Works, highlight-ed in a conversation with Sugandh India that demand in Vidarbha leans towards economy and mid-range prod-ucts rather than high-end premium incense. “The local market prefers low-priced products with higher weight,” Shah explained. Packs weighing between 200 and 500 grams, priced from ₹100 to ₹150, dominate sales. This demand has pushed the “loose agarbatti” market, where unpackaged products are particularly popular. Ajay Agarbatti Works has expanded its operations to include the production of its own branded products, sold under the Ajay Agarbatti name. The company also trades incense products from established brands like Rajkamal Indore, Shalimar bengaluru and Oswal Company Pune, further diversifying its market reach.”
Ajay Agarbatti Works, led by Rajesh Shah, offers 30 to 40 types of agarbattis, cones, and dhoop products. The company has also diversified into other devotional materials, such as sandalwood paste and coloured powders, catering to a growing market for puja essentials. Shah revealed that the business initially focused on trading products for other companies before transitioning to manufacturing under its brand name. He highlighted partnerships with major firms, including Indo Divine Spiritual Solution Private Limited, and noted that the company now manages a broad distribution portfolio for devotional materials. Ajay Agarbatti serves two to three incense brands across Vidarbha and exclusively handles Rajkamal’s distribution in Nagpur. The distribution network extends beyond Maharashtra to Madhya Pradesh and Chhattisgarh, supported by a robust team of 35 to 40 distributors under its SS operations. Nagpur has solidified its position as a leading market for incense products, with top brands like Zed Black, Bansi and Param from Rajkot dominating sales.
According to Rajesh Shah, head of Ajay Agarbatti Works, the city records the highest sales of agarbattis, while the market for dhoop sticks has grown significantly in recent years. Shah credited the central government’s recognition of Nagpur as an incense production cluster for driving growth, prompting numerous established traders to shift their focus to manufacturing. The city now boasts over 200 registered producers, alongside a substantial number of unregistered ones. He highlighted the rapid expansion of the agarbatti industry, citing the rise of brands like Safari and Rocket as pan-India names and the swift growth of Nagmani’s products as well. Zed Black remains a market leader, driven by effective marketing strategies, innovative product launches, and attractive promotional offers. Its sandalwood paste products have also seen strong sales, alongside popular items from Hari Darshan. Shah mentioned that “Spiritual” company that he deals in offers sandalwood paste in six colours, including black, white, red, and yellow, which has gained significant popularity among customers.
