FROM GUJARAT TO ACROSS THE NATION– THE FRAGRANCE OF JB PRODUCTS
Incense Industry Has Seen Many Changes in the Last 10 Years: Sumit Patel
The incense and dhoop industry had changed rapidly over the last 10 years. There was a time whenmanufacturers focused more on margins, but now most producers are concentrating on thequality of their products. Likewise, credit sales had long been a major problem, but manufacturershave now formulated policies for distributors regarding supply, margins, and returns, which hasreduced such difficulties. Mr. Sumit Patel of JB Products, Ahmedabad, shared this information inan exclusive conversation with Sugandh India, stating that when he entered the incense anddhoop manufacturing business in 2013, being new, he had very few expectations. But today, whenour products have made their mark not only in Gujarat but also in Maharashtra, Rajasthan,Karnataka, Kolkata, Bihar, Jharkhand, Madhya Pradesh, Uttar Pradesh, Punjab, Haryana, Delhi, andHimachal Pradesh, our responsibilities have also increased. He said that a major reason for this isthat our products, compared to other companies, are better in both quality and price. Therefore,it can be said that today there is no monopoly left in the incense and dhoop industry.
Answering one ofSugandh India’squestions, SumitPatel said that hepreviously workedin the telecom sectorunder the name JBCommunication.After working forabout two years, hefelt that he shoulddo something withreal quality, and that’s why he decided to enterincense and dhoop production. Initially, theymade incense and dhoop without any particularvision, but he kept working hard with the desireto see his products become the best in the market.Regarding the brand name, he explained that JBis named after his father, who is a farmer, whilehe himself took an interest in business. Today, JBhas more than 210 product ranges. He shared thattheir beginning was quite different—if they couldsave ₹10,000 a month from production, theyconsidered it an achievement. But now, thingshave changed. In 2019, they started preparingto make new and premium-quality products andlaunched several brands, but just nine monthslater, the COVID-19 pandemic struck.
Sumit Patel told Sugandh India that, strictlyspeaking, their best-quality premium productscould only truly enter the market after thepandemic, but even so, it was a good start—andthey did not stop thereafter, continuing to achievesuccess. Among JB’s most popular and talkedaboutproducts are Rose Oudh and Rang Birangi.Under the Rose Oudh name, the companyproduces incense sticks, dhoop, dry sticks, cones,and sambrani cups.
Additionally, among thecompany’s 210+ product ranges are incensesticks, dhoop, dry sticks, cups, long sticks, andwet dhoop. The company produces products fromeconomy to premium ranges, priced from ₹5 to₹600 per pack. In response to a question, he saidthat the ₹5 market is very limited, but they arestill present in it. The company’s main markets areGujarat and Rajasthan, followed by Maharashtraand Madhya Pradesh. He mentioned that thecompany formulates strategies and marketingplans according to each state’s market. Duringpeak seasons, they also offer various schemes.
In response to another question, hesaid that even the largest companies nolonger have a monopoly in the incenseindustry. There is room for everyonein the market—whoever deliversbetter quality will be welcomed. Hestated that in the ₹50 box and zipperpack segment, the quality and pricethey are offering is unmatched by anyother company. That’s why, when acustomer buys a ₹50 product and findsit better than expected, they feel it’sworth the money. Regarding expansionplans, he said they are not entering theFMCG sector yet, nor are they directlyexporting. The company’s productsare sent abroad through other traders.He further shared that they are soonbuilding their supply network in theremaining states of India, as theirincense sticks, wet dhoop, dry sticks,cups, and cones are all available fromeconomy to premium ranges—thus,they are on their way to becoming apan-India brand.
When Sugandh India asked whatchallenges he faces in the industry,Mr. Patel said that problems existeverywhere, and this industry is noexception—issues of quality, pricing,margins, and credit sales persist. Theyhave managed pricing and quality well,and their products today are betterthan any other company. Similarly, forcredit sales, the company has createda policy and follows it for payments.They do supply goods on credit todealers and distributors, giving themmargins, but they must return paymentson time. They do not force anyone totake goods—only supplying what isrequested. If, after selling the goods,payment is not returned, the companystops dealing with them. He added thatthe company has a return policy fordefective goods, but distributors whoreturn goods without valid reasons arenot supplied again.
Speaking about the festive season,he said that they have introduced manynew products this year as well. In wetdhoop, they have launched jumbozipper packs, premium masala incensesticks, and long sticks in the new range.They have also introduced a 200-gramjar pack, which no other companyhas yet launched in this packaging.The dhoop, cone, and stick are all ofpremium quality, priced at ₹200.
Through hard work, superiorquality, and precise marketingstrategies, JB Products has built astrong presence not only in Gujaratand Rajasthan but also in manyother states across the country. Evenamidst challenges, Mr. Sumit Patel’svision and commitment have beeninstrumental in paving the way towardbecoming a pan-India brand. Thelaunch of new and unique productsduring the festive season is proof oftheir innovation and dedication tocustomer satisfaction—elements thatwill help their business reach evengreater heights in the future.
