Big Safari Cares from Distributor to Consumer: Sushil Uttamchand Lahoti, Lahoti Agencies, Jalna

Lahoti Agencies, a leading distributor-wholesaler firm of over a dozen brandedagarbatti (incense stick) and puja materials from cities like Ahmedabad, Bangalore,Nagpur, Indore—now hubs of the agarbatti industry—is headed by Sushil UttamchandLahoti in Jalna. According to him, marketing and distribution in this industry ischallenging, but if the manufacturing company is cooperative, there are no issues. Ina special conversation with Sugandh India, he said, “Big Safari is the number onecompany in this regard, which is why even our third generation is working withthem.” His son Yash Sushil Lahoti is also involved in the distribution business.

In response to a question, he shared, “BigSafari always resolves our problems promptly.Other companies, especially newer one’s introduction, don’t pay attention to such issues,so distributors like us avoid working with them.” Hepraised Big Safari’s reliability, saying, “They supplygoods on time, deliver exactly as per order, and don’tengage in dumping. Their sales team visits two tothree times a month, which keeps our supplynetwork strong. They also run schemes from time totime for dealers, retailers, and consumers, helpingus achieve sales targets on time.”

Sushil told Sugandh India that his father and elderbrother began the distribution business in 1985,initially dealing in Bakeman biscuits. In1987, they started in the agarbatti businesswith Big Safari and Parasmani as theirfirst brands. Now, after almost 40 years,Lahoti Agencies also handles brands likeShreeJai, RKT, Bimal from Rajkot, MaduraFragrance from Ahmedabad, Arihantfrom Indore, and others like Jhinal, ParimalMandir, Bharatvasi, Janak, JJ Kapoor,Vastu Magic, Vaidik Kapoor Dani, etc.

When asked about their market, hesaid they cover the entire Jalna region,including both urban and rural areas, andsome parts of neighbouring districts likeBuldhana and Deulgaon. They supplyto nearly 1200 counters within a 100-kmradius of Jalna, including grocery andgeneral stores. In Jalna, ₹50 packs sell themost, while ₹10 MRP packs are limited toonly a few companies like Big Safari.

He further added that in the Jalnamarket, brands like Zed Black, Balaji,Aalok, Sona-Chandi, Cycle, and ITCalso have a good presence. However, themarket here is stable—new companiesentering typically only take up space fromexisting products. He said Zed Black’s“Manthan” and Aalok’s “Radha Krishna”do well in the ₹10 price segment. In jumbopacks, 400–500 gramsof agarbattipricedat ₹100 isbecomingincreasinglypopular.

In a special conversation withSugandh India, he said, “Big Safariis the number one companyin this regard, which is why evenour third generation is workingwith them.” His son Yash SushilLahoti is also involved in thedistribution business.

Theagarbattimarket herecomprisesabout 80%,with dhoop(incense)accountingfor theremaining 20%. Dry dhoop is growingrapidly and now equally matches wetdhoop, with brands like Zed Black,Shree Jai’s Gold, and Arihant doing well.Other popular dhoop brands includeSacche Sai, Hari Darshan, Dev Darshan,Rocket, Utsav, Nishan, etc. In thepremium segment, Balaji and BIC havegood presence. In dry sticks, brandslike Balaji, Madhura, Arihant, and RKTare popular, especially in jar packs withMRP around ₹60–70, sold at ₹50. RKToffers affordable products.

In response to a question, Sushilsaid that products from Ahmedabad arethe most popular in Jalna, followed byNagpur-based brands with about a 30%market share. Products from Bengaluru,Indore, and Pune are also have market.Jalna is a strong and growing marketfor agarbatti. In sambrani cups, popularbrands include Cycle’s Naivedya,Madhura, Shri Jai, Laxmi Cup Dhoop,Forest, Hem, Oswal, Satya, Misbah, andShalimar. In camphor, loose productssell more than branded ones due to lowerprices and bulk availability.

Only a few branded companies likeMangalam do well, with about 80% ofcamphor sold loose and 20% as branded(Mangalam, Shri Hari, Hari Darshan).In sandalwood tilak, Manohar and HariDarshan are popular. On average, acustomer in Jalna spends ₹150–₹500 permonth on agarbatti, dhoop, and otherpuja items. Only 3 out of 10 customersask for products by brand name.

In conclusion, he mentioned thatBig Safari currently has a runningscheme: on purchase of goods worth₹12,500 in 3 months, dealers receive 6branded bags; for ₹25,000, ear buds;and for ₹50,000, a travel bag. Suchschemes are offered several times a year.He said, “Big Safari maintains a friendlyrelationship with everyone—from distributorto consumer.”