TAWAF SPECIALIZES IN LOBAN BASED AGARBATTI PRODUCTS
Tawaf Products Are Popular in India and Abroad: Zubair Hussain
Nagpur-based Tawaf Agarbatti and Perfumers Company specializes in manufacturing loban-based agarbatti (incense sticks) and dhoop products. Their loban-based products are popular not only in Maharashtra but also in West Bengal, Tamil Nadu, Ahmedabad, Karnataka, Chennai, Jharkhand, Madhya Pradesh, Chhattisgarh, and other states. In addition, the company also exports to international markets including Dubai, Singapore, Indonesia, and Malaysia. Apart from their own branded products, the company also undertakes loose production of incense and dhoop items, which are supplied both within India and abroad.
Tawaf Agarbatti and Perfumerswas founded in 2016, but its head,Mr. Zubair Hussain, shared in aconversation with Sugandh Indiathat incense manufacturing hasbeen a family business. His fatherwas also involved in the same trade. In response toa question, he mentioned that it is their traditionalbusiness, and in earlier times, incense sticks werehandmade.
Answering another question from SugandhIndia, Zubair said, “After completing my studies,I established the firm and started branding ourproducts, obtained a GST number, and completedthe registration process.” Before starting the businessformally, he learned the intricacies of production,marketing, and trade. Being a family business, healready had knowledge ofraw materials and quality,which helped him shape thebusiness according to marketdemands.
Zubair further saidthat all current productsfrom Tawaf Agarbatti andPerfumers are of top-notchquality. “We primarily workon premium product ranges,and our loban incense underthe Tawaf brand is the bestand of highest quality. Tawaf Loban comes in fivefragrance variants — Kesari, Sambrani, Sweet,Woody, etc., all belonging to the premium segment,”he added.
Highlighting the uniqueness oftheir loban products, Zubairshared that “80% of the rawmaterials used are natural,and only 20% are synthetic orperfume – based compounds.”Before starting the business formally,he learned the intricacies of production, marketing, and trade.
When asked about customer feedback, Zubairsaid, “The key feature of our products is thatwhoever uses them once, surely comes back to buythem again.” Revealing the secret to their success, hestated that their products are premium in quality butpriced significantly lower than competing brands.This pricing strategy makes them popular amongdistributors, retailers, and customers alike. Headded that while they sell branded products, theyalso supply in bulk to the loose market.
Apart from loban agarbatti, the company alsoproduces dhoop sticks in eight different fragrances.They have two ranges in sambrani cups and alsomanufacture dipped incense sticks. Their lobanbasedagarbatti products are priced between ₹150 to₹160 per kilogram, dhoop sticks are priced at ₹140per kilogram, while scented agarbattis are ₹200, andmasala agarbattis range from ₹600 and above. Zubairmentioned that masala agarbattis are made only onorder.
Highlighting the uniqueness of their lobanproducts, Zubair shared that “80% of the rawmaterials used are natural, and only 20% are syntheticor perfume-based compounds.” Their sambrani cuprange is priced at ₹130, ₹140, and ₹150. Loban incups is priced at ₹170/kg and the black cups at ₹150.Tawaf’s zipper packs come in five variants, with a“3 in 1” offering loban fragrance. Their economypack has eight fragrances, including loban, guggal,kasturi, camphor, and saffron. The ₹10 MRP packincludes a mix of fragrances, while the ₹25 MRPpack offers eight different scents. In Maharashtra,their roll muttha product is especially popular and issupplied in 250g and 500g packs.Explaining why their lobanproducts have strong exportdemand in Indonesia, Dubai,Singapore, and Malaysia, Zubairsaid, “Whether in India orabroad, everyone wants high-qualityproducts. People prefernatural and superior productseverywhere.”
He further said, “We offerproducts with the samequality ashigh-priced items in the market,but at much more affordable rates, which is why theyare in demand everywhere.” Being a family business,his younger brother, Junaid Hussain, is also involved.Zubair looks after marketing, while Junaid handlesproduction and material quality.
Due to the use of natural raw materials, theirdaily production is limited to around 600–700 kg.Production is done both manually and with machines.On challenges in the incense industry, Zubair said“There are many. The biggest challenge is pricing —when you enter the market with your product at acertain rate, distributors often say another companyis offering a lower price. This makes the pricingcompetition intense. The only way to sustain is byrelying on quality.”
He concluded, “There will always be bothexpensive and cheap products in the market, but atthe end of the day, customers choose quality. This iswhy the market for Tawaf Agarbatti and Perfumers iscontinuously growing.”
