TANJORE:Driven by Fragrance Defined by Quality
“We don’t chase Quantity, we chase Quality.” – S.M. Murali
In today’s rapidly evolving incense industry, quality and innovation are key driversof consumer preferences. Buyers are increasingly gravitating toward premiumproducts that deliver more than just fragrance—they seek an immersiveexperience, without compromising on affordability. Among the companies thathave consistently met these expectations is Sri Rathnam Agarbatti Company,based in Bengaluru. Rooted in tradition and driven by modern values, the companyhas carved a unique niche in the Indian incensemarket. In an exclusive conversation withSugandh India, Mr. S.M. Murali—thevisionary behind the renowned Tanjorebrand – shared insights into their journey,philosophy, and unwavering commitment toexcellence.
Mr. Murali recalled thatthe incense businesswas originally startedby his grandfatherunder the name New SaraswatiPerfumery Works. His father, Mr.S.R. Muddu Krishna, entered theAgarbatti business in the Year 1988,later joined by his elder brother MrS.M Mohan. While Mohanspearheads R&D, focusing onfragrance development and qualitycontrol, Mr. Murali overseesfinance,packaging, Designing,marketing, production, and thesupply chain.Together, thebrothers manage the company’soperations seamlessly.
Describing his entry into theincense industry, Mr. Muralishared, “Before venturing intoincense, our founder spent twodecades in the silk industry. Hetransitioned into agarbattibusiness, learning from hisfather and driven by a personalpassion. My brother entered first,and I followed.Today, our Tanjorebrand is widely recognized.” Hefondly recalled, “My fatherlaunched the product Vasavi,named after my grandmother,which became a big success then.We began with our first factory in1988 in modest wayand in 2005,we expanded to a much largerfacility.”
On maintaining productquality, he explained, “In a city likeBengaluru, known for itsabundance of high-qualityproducts, our biggest challenge ismanaging the quality andsupplychain efficiently. We pour ourpassion into creating premiumproducts—and that’s why ourcustomers appreciate us.”
Commenting on the impact ofmodern platforms, he said, “Thisis the age of Instagram and socialmedia. The old saying ‘what isseen is what sells’ doesn’t applyanymore. Today’s generation—Gen Z—is well-informed and doestheir research before purchasing.Transparency is vital. Every detailabout a product must be visible onthe packaging. Only consistentlyhigh-quality products arepurchased repeatedly.”
He proudly noted, “We’re oneamong the few companiesproducing premium incense sticksin large no’s.” Mr. Muraliemphasized that the use of incensehas expanded beyond religiousrituals. “Today, incense sticks areused for yoga, meditation, and asair fresheners. In such practices,only premium quality products arepreferred.”
Highlighting the creativeopportunities in the industry, headded, “Premium quality is notjust about fragrance. It’s alsoabout innovation—creatingunique scent profiles, packagingand maintaining high standards.We aim to make our brandsynonymous with quality acrossIndia.” Presently, the companymaintains a strong presence acrossIndia to mention few statesKarnataka, West Bengal, AndhraPradesh, and Assam.
He shared that in early years hisbrother developed a Premiumproduct Bal Gopal, which has beenextremely well-received bycustomers. Following its success,we started bringing new premiumrange of agarbattis under Tanjorebrand. In addition to incensesticks, the company also producesa comprehensive range of pujaproducts including sambrani cups,dhoop sticks, Pyramid cones,Bamboo less sticks, Dashangampowder, white sticks, floraagarbatti, and base agarbatti.
On pricing, he clarified,“There’s no fixed limit when itcomes to incense stick pricing. Astick can cost as little as ₹1 or go upto ₹1 lakh. We offer productsstarting from ₹50 per unit to₹4800 for a unit of premiumincense.”
“We don’t focus on whether aproduct is highly profitable or not.Our goal is to take our brand to theinternational level.”
Discussing customerpreferences, Mr. Murali said,“Roopalee and Chandan Flora areour top-selling items. Butfragrance preferences vary acrosscustomers and regions, so nosingle product dominates themarket. Each product has its ownappeal and regional demand.” Heacknowledged the evolving tastesof younger consumers. “Today’syouth appreciate both traditionand innovation. They are drawn toauthentic fragrances and alsovalue aesthetically pleasingpackaging. That’s why deliveringexcellence in every product is bothour goal and our passion.” Headded, “We are not focused onprofit margins. Our mission is totake our products to internationalplatform,”. “Over the last fiveyears, we’ve focused and ourexercise is entirely on brandbuilding, and now we areexpanding further.”
Touching on market dynamics,Mr. Murali noted, “Indian Marketis often perceived as a low-costmarket, but that’s not accurate.Across India—north south eastwest —consumers prefer qualityproducts. It’s just that the marketalso includes a large customer basein the medium and economysegments.” As consumerexpectations evolve towardauthenticity, transparency, andpremium experiences, SriRathnam Agarbatti Companystands tall with its unwaveringcommitment to quality andinnovation. With deep roots intradition and eyes set on thefuture, Mr. Murali and his teamcontinue to raise the bar forexcellence in the incense industry.More than just spreadingfragrance, they’re spreading trust,creativity, and Indiancraftsmanship across the nation.
