Aurangabad is a major market for incense sticks:Mohammad Sarfaraz Mohammad Ismail
Shashi Agencies has 3 counters in Aurangabad
The trend of using incense sticks and dhoop is rising across thecountry, as people of all religions and communities are becomingmore devoted to their faith. In Aurangabad especially, the demand forincense remains the highest. Mohammad Sarfaraz Mohammad Ismail,head of Shashi Agency, told Sugandh India in an exclusive conversationthat incense still holds over 70% of the market in Aurangabad, whiledhoop products make up only 30%
Shashi Agency has been working in theincense industry since 2008. Mr. Ismail’sfather used to manufacture incense on asmall scale. Later, Mr. Ismail started tradingincense by taking up an agency, and in 2006–07, he secured a distribution for the brandRocket. It is a strong brand, and this markedthe beginning of their success. AlongsideRocket, they also have agencies for SaccheSai, Dhanlaxmi, Balaji, and Alaukik, all ofwhich have a widespread supply networkacross Aurangabad.
In response to a questionby Sugandh India, Mr. Ismailexplained that while theirsupply network coversthe entire Aurangabaddistrict, they restrict theirdistribution as per companydirectives and do not supplyto neighboring districts thatalready have other appointeddistributors. Apart fromwholesale, they also operatea retail shop in Aurangabadwith three counters, wherethey stock products fromalmost all major brandsincluding Zed Black and Cycle.
He said Aurangabad has a robust incensemarket, and the ₹50 zipper packs are the topsellers. In addition, the demand for 400-gram jumbo packs has been rapidly growingover the past year. When asked aboutcustomer preferences, Mr. Ismail mentionedthat customers often change brands insearch of better fragrances, even if they weresatisfied with their previous purchase.
On best-selling brands in Aurangabad, Mr.Ismail listed Rocket, Big Safari, Zed Black,Sacche Sai, Cycle, and Balaji as the topperformers. He also noted that differentdistricts have different brand preferencesand that even within a single brand, multipleproduct ranges do well. While incensedominates 70% of the market, dhoop, drysticks, and sambrani cups make up only 30%of their retail sales. Both wet and dry dhoopvarieties are popular. In wet dhoop, Rocketand Sacche Sai’s ₹10 packs are best-sellers,available in box packaging. Rocket hasintroduced box packs at ₹70, with variantslike Rose, Magic Scent, and Rich Feel. Inwholesale, a zipper pack of wet dhoop costs₹190 for 16 pieces, which retails at ₹20.There’s also a scheme offering 4 extra packson 12.
Zed Black Manthan also has a strong market.In dry sticks, Rocket and God Gift Sacche Saiare preferred. Balaji’s zipper packs, Bakhoor,and Chandan are in good demand, alongwith BIC’s Panchvati. Balaji’s thick sticks arepopular in the dry segment, and Rocket’sjar packaging is also doing well. Brands likeDhanlaxmi and Jai Ganesh from Ahmedabadare also moving in this market.
Mr. Ismail told Sugandh India that Lakshmiis the preferred brand in sambrani sticks,while sambrani cups from all major brandssell well. Camphor also has a good market.Bheemseni camphor in loose form is inhigh demand. At their counters, productsfrom JJ and VN are more sought after.Among sambrani cups, Pioneer, Sacche Sai,Anubhav, and GT sell themost.
Though they do not stock much roll-onperfume, they do carry D Shankar fromMumbai. In sandalwood tilak, brands likeMouli, Shrivardhan, Hari Darshan, andManohar perform well. In red sandalwoodtilak, Safal sees good demand.
When asked about customer loyalty, Mr.Ismail shared that 9 out of 10 customers buyonly what is available in the shop; only a fewask for different brands. In retail, an averagecustomer spends ₹500 to ₹700 per month,and some even purchase products worththousands. He emphasized that incense is aproduct that sells all 12 months of the year.Its future is very bright, especially now thatmost companies are offering high-qualityproducts that customers are increasinglyappreciating.
