PURNIMA PERFUMERY BOASTS A 300-400-YEAR LEGACY
Rehmat Baig pioneered the first loban incense: Shahid Baig
The use of incense, agarbatti, loban, and guggal to create a divine feeling during rituals andprayers has deep roots in Indian history. Regions such as Kannauj, Mysore, Bengaluru, Hyderabad,Nagpur, and Pune have historically been centres of the incense industry. These areas, once royalcapitals, are home to the families who have worked in the incense and fragrance business forgenerations. These families hold centuries-old expertise in crafting agarbattis and fragrances.They have inherited the secret knowledge of fragrant plants, herbs, and blending techniques.
However, much of this ancestral knowledge still needs to be utilised in modern times. Oneprominent example is the family of Rehmat Baig from Nagpur, who have been in the incensebusiness for several generations. Speaking exclusively to Sugandh India, Shahid Baig, a partnerat Purnima Perfumery Works in Nagpur, revealed that his family has engaged in the incense andfragrance trade for 300–400 years. He noted that his grandmother’s shop operated in Itwari’sMahal as far back as 104 years ago.
Kannauj, Uttar Pradesh, often referred toas the “fragrance capital of India,” boastsa long-standing history of producingperfumes and incense. Centuries ago,fragrance traders from this region migratedto other parts of the country. Shahid Baig,a partner at Purnima Perfumery Works,told Sugandh India that his ancestors also originated fromKannauj, a prominent town during the pre-colonial era.
Shahid shared that their family’s earliest brand, “UjalaSugandh,” established a significant market presence inits time. Later, his father, Rehmat Baig, introduced the“Purnima” brand nearly four decades ago, carving out adistinctive identity for their products. The Purnima brandfurther elevated the legacy established by Ujala Sugandh,achieving even greater recognition in the market. Shahidhighlighted that incense and perfume manufacturing remainsa cherished family legacy.
Today, their offerings include a wide range of products, such as black incense, white incense,metallic incense, loban, masala agarbattis, scented agarbattis,and sambrani cups. In addition to incense, the family also produces perfumes, continuing their multi-generational tradition in the fragrance industry.
Shahid Baig, a partner at Purnima Perfumery Works,shared with Sugandh India that the company offers a wide range of fragrances catering to both traditional and modern preferences. Their products are sold primarily across Maharashtra and key states like West Bengal and Uttar Pradesh. He highlighted the popularity of their loban (frankincense) products, with Nagpur emerging as a major centre for large-scale production of loban incense and sticks.
Among their offerings, the ₹5 MRP product under thePurnima brand remains their top seller. Discussing premium products, Shahid emphasised their range of high-end zipper packs available at various price points. He noted that their selection of fragrances is diverse in terms of traditional, trendy and exotic. Their incense range includes ten varieties with popular fragrances like rose, sandalwood, mogra, fantasy, and lavender, pricedat ₹50 MRP. With a portfolio of over fifty products, Purnima Perfumery Works continues to strengthen its position in the competitive incense and fragrance market.
Among their offerings, the ₹5 MRP product under thePurnima brand remains their top seller. Discussing premium products, Shahid emphasised their range of high-end zipper packs available at various price points. He noted that their selection of fragrances is diverse in terms of traditional, trendy and exotic. Their incense range includes ten varieties with popular fragrances like rose, sandalwood, mogra, fantasy, and lavender, pricedat ₹50 MRP. With a portfolio of over fifty products, Purnima Perfumery Works continues to strengthen its position in the competitive incense and fragrance market.
Shahid remarked: while demand for zipper(premium pack) incense was once on the rise— now the trend shows a significant surge in the demand for loose incense products. He explained that selling loose incense has long been a tradition in Maharashtra:zipper packaging was introduced as a trade-off to increase profit margins. The shift towards selling loose incense products is largely driven by their affordability and the wider variety available to consumers compared to premium packs. Discussing market dynamics,Shahid highlighted Nagpur as a strong hub for incense production. A bulk of incense, agarbattis, and sambraniproducts manufactured in Nagpur find their way to Bengaluru— a centre for premium-quality incense.
While scented agarbattis remain popular, Loban based agarbattis continues to be the highest-demand product in the region. The incense business is deeply rooted in Shahid’s family tradition, with all members actively involved in different aspects of the enterprise.
His father, Rahmat Baig, oversees operations in thecarpet business, while his elder brother, Shabbir Baig,manages other areas of the family enterprise. Shahid and his younger brothers, Wasim and Farhan, focus onthe incense sector, with Wasim and Farhan handling mosquito-repellent and loban incense production—expanding their family business portfolio.
Shahid told Sugandh India that his father, Rahmat Baig, pioneered loban incense production in India.The family began manufacturing loban incense in2010, introducing a unique process to the market.
During a visit to Jaipur, Rahmat Baig sourced guargum, a key ingredient in the production process, that is combined with a special powder. They also procured benzo in material from Ahmedabad to craft agarbattis using natural loban. Shahid explained that producing incense from Loban is particularly challenging due toits sticky nature, which requires a specialised method.
However, the effort yields a superior product. Unlike chemically treated incense, loban incense improves infragrance as it ages, offering a natural and enduring quality. While many companies have since ventured into manufacturing loban incense, Shahid stated that none have been able to match the quality oftheir products. Despite increasing competition— the long-standing legacy of their brand has enabled the family to maintain a strong foothold in the market.
Their products enjoy a distinct identity not only in Maharashtra but also in other states. Addressing plans, Shahid clarified that the company has no intentions to export its products. Instead, their focus remains firmly on strengthening their presence in the domestic market, ensuring continued growth and recognition within India.
