Legacy and Innovation in Incense: The Journey of Charu Perfumery House
Introduction
Charu Perfumery House has been a pioneer in the incense industry since its inception in 1970. Founded by Sri Shantilal J. Shah, the company evolved from a small-scale operation in Bangalore to a brand with a strong domestic and international presence. Over the decades, Charu Perfumery House has continuously innovated, adapting to changing market trends and consumer preferences while maintaining a legacy of quality and excellence. Bharat Shah, the current head of Charu Perfumery House, shared insights into the company’s journey, innovations, and future vision with Sugandh India.
The Beginnings of a Legacy
Bharat Shah told Sugandh India that the journey began in 1970 when his father, Late Shantilal J. Shah, established M/s. Ranjan Agarbatti Works. With a vision to create remarkable incense products, his expertise helped the brand gain prominence in both domestic and international markets. As the business expanded significantly, Charu Perfumery House was established in 1979 to accommodate its growth.
The company’s first brand, Jumbo Jet, was initially export-oriented but also gained a domestic presence. Over time, Charu Perfumery House introduced multiple brands, with Five Star, launched in the 1980s, remaining one of the most enduring products in its portfolio.
Growth and Expansion
Over the years, Charu Perfumery House expanded from its Bangalore base to establish a strong presence across India and in international markets. Bharat Shah noted that the company now offers over 2,000 domestic products and more than 2,500 export products, covering a wide range of incense-related items, including agarbatti sticks, cones, masalabatti, and bamboo incense.
Innovations and Industry Contributions
Discussing key innovations, Bharat Shah highlighted the company’s role in revolutionizing incense packaging by shifting from wooden cases to corrugated carton boxes—now an industry standard. Another notable introduction was the Five Star pack, featuring five different perfumes in one package, a concept that was well received by consumers.
He further mentioned that Charu Perfumery House was one of the first in the industry to leverage television and radio advertising. Campaigns aired during iconic shows like Ramayan and Mahabharat significantly boosted brand visibility and inspired many competitors to follow suit.
The Role of the Third Generation
In recent years, the third generation of the family, including Vaibhav Shah and Parth Shah, has brought fresh perspectives to the business. Bharat Shah pointed out that their focus has been on automation, productivity, and market expansion.
One of the major initiatives under their leadership has been the launch of an exclusive e-commerce division under the Charu brand, allowing consumers to purchase products directly from the company’s website. Additionally, Charu Perfumery House has ventured into quick commerce, ensuring rapid product delivery through platforms like Blinkit and SwiggyInstamart. These digital initiatives are shaping the future of the company’s market approach.
Market Strategy and Challenges
Bharat Shah emphasized that while many incense brands rely on aggressive pricing and promotions, Charu Perfumery House remains committed to a quality-first approach. He noted that while some competitors compromise on quality to lower costs, Charu Perfumery House prioritizes delivering premium products that build long-term consumer trust.
However, he acknowledged the challenges the industry faces, including regulatory changes, banking constraints, and a lack of industry unity. Despite these hurdles, he remains optimistic, stating that incense consumption has grown tenfold in recent decades, and industry-wide cooperation will be key to sustainable growth.
The Future of Charu Perfumery House
Looking ahead, Bharat Shah shared that the company’s focus is on strengthening its market position and expanding its product portfolio. While new product launches are under discussion, Charu Perfumery House is actively exploring innovative ventures. With a legacy spanning over five decades, the company remains committed to quality, innovation, and consumer satisfaction as it continues redefining the incense industry.
