KOREGAON AND RURAL MARKETS EMERGE AS KEY HUBS FOR PREMIUM INCENSE SALES: PARAG MEHTA
Koregaon, located 18 kilometres from Satara in Maharashtra, has developed into a potential market for incense and pooja related products, particularly in rural areas. Parag Mehta, head of RV Trading Company, stated that he has been a part of the industry for 30 years. His firm,established five years ago, operates an extensive distribution network across the Satara district. Mehta manages the distribution for Good Luck brand and N-joy Division of Thakral group (Nagpur)in Satara along with Shri jay (Nagpur) and Dhanlakshmi (Ahmedabad).
His company also supplies Shri jay and Royal Brandin the camphor segment and distributes local loose products to Sangli, Kolhapur, and Sawantwadi. Speaking about market trends, Mehta highlighted a shift from budget-friendly products to premium quality offerings, driven by increasing consumer demand for higher standards. He noted that while affordability influenced pas tsales, the market now prioritises superior quality and brand recognition.
The market for incense products remains strong, with rural areas and small towns witnessing significantly higher sales than cities, remarked Parag Mehta. Speaking to Sugandh India, henoted that demand is high in Dev Wadi Tulsi Gaon, Khatav, Valsad, and Paltan, a major urban centre. Mehta’s distribution network covers a 200-kilometre radius, supplying approximately350 retail counters. Outlining the market share, Mr Mehta stated that agarbattis account for 60%. Whereas, dry incense, sticks, and fragrance cups are 25%. Wet dhoop holds around 15–20% of the market share. Among budget-friendly products, the Big Pack with45 sticks, priced at ₹10, remains the most popular choice.
Premium incense products are witnessing increased demand,with Good Luck selling due to its superior quality, acknowledged Mr Mehta. He stated that the Zipper variant, with an MRP of ₹70–75, sells widely at ₹50. The wet incense segment at ₹30 MRP sells for ₹20. Mehta identified Shri jay as the company’s best-selling product. In the dry stick category, the Thakral’s N-joy, priced at₹15, adds value in both quality and quantity. The 120-gram Zipperpack, priced at ₹70, is also popular among customers.
Discussing rural market trends, Mehta noted that Chandan tika has limited demand and is sold exclusively in Satara. In the cup incensesegment, economy-range products dominate, with MRPs ranging between ₹30–35. The Shri jay variant is priced at ₹35, while GoodLuck is at ₹70. Brand loyalty remains a key factor in consumer behaviour, with 6–7 out of every 10 customers choosing products based on brand names. A customer averagely spends approximately ₹200 per month on these products.
