Big Safari listens to us and values our suggestions – Pramod Vaishnav, New Balaji Agency, Nasik
In the world of business, everyone works to earn profits and grow theirventures, but there are some businessmen who treat their associatesand staff with exceptional respect. Nagpur’s Big Safari is one suchcompany that not only maintains a strong business environmentbut also values respectful behaviour. This was shared by Mr. PramodVaishnav, head of New Balaji Agency, Nashik, who is involved indistribution and trading for Big Safari as well as companies likeCharbhuja, Poojan, and others.
In a conversation with Sugandh India, hesaid that not only the owners of Big Safaribut also their staff are very courteous,respectful, and well-spoken. He addedthat while challenges do arise in business,the company listens to their concerns andprovides solutions.
New Balaji Agency was established in2002 by his father, Mr. Shravan DasVaishnav. Pramod ji explained that hisfather was employed earlier, then becamea super stockist for Tiger Phenyl, and laterentered the incense distribution business.Indore’s Jaymala Agarbatti, which was madeby people from their Vaishnav community,was among the first brands they took up.Today, alongside incense, their firm alsodeals in FMCG cleaning products such asTiger Phenyl, Hipolin detergent, mops,and wipers. They also have their ownline of cleaning products like liquid soapand repacked acid. In 2022, they startedworking with RKT through a familyconnection in Pali, Rajasthan. Later, whenthere was demand for Big Safari productsin the market, they also began selling them.
He emphasized that Big Safari is not thekind of brand that forces its distributors topush products; instead, it listens to them.For example, in Nashik, they requesteda roll (roll) pack with fragrance, and thecompany delivered. At one time, they haddiscontinued their Rangoli Black incense,but upon his request, they made a roll packspecifically for his market. The companyeven seeks suggestions on product design,pricing, and packaging. That is why, hesaid, he sells the 200-gram roll pack only ofBig Safari.
In response to a question from SugandhIndia, he explained that while he handlesdistribution for Nashik, the company treatshim like a super stockist, as demand is sohigh that he often cannot fulfil it entirelyfor places outside Nashik. Ideally, suppliesshould extend up to Malegaon, but ifanyone directly requests products fromthe company in that region, Big Safari firstconsults him. Only if he says he cannotsupply, does the company ship directly.This, he says, effectively makes him theirsuper stockist. Earlier, they operatedacross both Nashik and Ahmednagar, butnow they cater to nearly 1,500 counters inNashik alone.
Speaking about the Nashik market, Pramodsaid it is a very strong market. Here, evenregular ₹10 products sell consistently,but the 200–250gram roll packs havethe highest demand. On the other hand,demand for zipper packs and boxes isrelatively low. Among the most popularbrands in Nashik are Cycle, Zed Black,RKT, Kalyani, Forest, Big Safari, Balaji,First Choice, Delta, etc. However, in termsof sheer volume, Nandini and other localmanufacturers’ products dominate, asthey offer better variety, quality, quantity,rates, and profit margins. A new local brandcalled Arjun has also entered the market.Thus, it can be said that local brandsdominate Nashik, along with significantdemand for products from Bengaluru. Themarket here is around 75% incense sticksand 25% dhoop.
On the subject of bamboo-less products, hesaid these products have just begun enteringthe market and currently have limitedcustomers, though the range is vast. Earlier,only ₹15 dhoop products were sold, but noweven premium dhoop is in demand. At hiscounters, both wet and dry dhoop sell. Inwet dhoop, brands like Cycle, Zed Black,Prabhu Darshan (Punjab), Poojan are amongst the quitepopular. He also noted that Sambrani cupsdo not have a large market in Nashik—salesrise only during festivals and puja seasons.Still, products from all incense and dhoopcompanies offering cups can be seen onretail shelves.
In sandalwood tika, the brands Manohar,Hari Darshan, and Nagpur’s Safal, SSAtre are among the leading sellers.
Answering another question, he explainedthat only 2–3 out of 10 customers buyincense or dhoop by brand name. Generally,a customer purchases incense and dhoopworth around ₹150–200 per month. Forexample, if a 200-gram roll pack costs ₹150and the retailer gives one free with another,customers end up paying only ₹75 per packand buy two rolls for ₹150, which lasts themthe whole month.
