Large Market for Agarbatti in Nashik Due to Pilgrimage and Tourism: Jitendra Suchde
Maharashtra’s Nashik has been renowned since ancient times and throughthe medieval period till today for pilgrimage, historical sites, andagriculture-based industries and businesses. Nashik is also called the “Kashi ofMaharashtra.” The Kumbh Mela is held here on the banks of the GodavariRiver. Alongside the river are thousands of temples, including the famousBhimashankar Jyotirlinga temple. Just like Varanasi, almost every streethere has temples. This is the main reason why Nashik has a huge marketfor agarbatti (incense), ranging from ₹5 packs to ₹1000 packs of 250 grams.From the perspective of the incense industry, Nashik can be described as avery vibrant market.
“Mr. Jitendra Suchde, head of Suchde Perfumery Works, comes from afamily that has been in this business for more than 75 years.Speaking to Sugandh India, he said that his family has been in thebusiness since 1952. In 1978, they first started agency work forMastana Darbar Maratha Agarbatti and Sugandh Shringar. SuchdePerfumery Works has its own manufacturing unit, selling under thebrands “Suchde” and “VIP,” which are particularly popular inMaharashtra, especially in Marathwada.”
In response to a questionfrom Sugandh India, JitendraSuchde shared thatin trading, they currentlyhandle distribution inNashik district for brandssuch as Anubhav, Vidhan,and JB. Under their ownVIP brand, Suchde Perfumeryhas 179 ranges ofagarbattis. Their productsstart from small packs priced at ₹5 and goup to half-kilo packs priced at ₹850. In Nashik,250-gram packs sell the most. Productspriced between ₹400 to ₹1000 per kiloalso see strong demand. His own brandsells well in Marathwada districts like Jalna,Beed, Parbhani, Aurangabad, Nanded, andThane, but their agency-based distributionand trading work is limited to Nashik.
He told Sugandh India that around 20years ago, agarbatti and pooja (worship)items were sold only in shops near templesalong the Godavari River and other religiousplaces. But now times have changed.Today, incense is sold across the city — inmarkets, VIP markets, supermarkets, malls,and business complexes. Within a 12 kmradius along the Godavari River, there arenumerous temples, including pilgrimagecentres like Panchavati. He also mentionedthat they run their own retail shop.
When asked about the top-sellingbrands in the Nashik market, he saidVIP, Miracle, Prabhu Pooja, Zed Black,HEM, and Sona-Chandi sell very well.In dhoop products, Zed Black, Anubhav,and JB are strong sellers.
Jitendra Suchde further said that in Nashik,the incense market consists ofabout 70% agarbatti and 30% dhoopproducts. Among wet dhoop, Zed Black,Vidhan, JB, Balaji, Misbah, Forest, andDhoop Chhaon are the most popular.In the dry stick segment, the samecompanies that dominate the agarbattimarket also lead. The use of chandantika (sandalwood paste) is very high inNashik due to fairs and temples; in thiscategory, Manohar and Pune’s Golapbrands are popular. In camphor, brandslike Bhimseni, Biofresh, Mangalam,505, and VN are in demand. In perfumesand roll-ons, Aero Chem, Patel, and AlNuaim are the popular names.
He added that in his retail shop, theaverage customer spends ₹300–₹500per month. Out of 10 customers, only3 specifically ask for branded products.The remaining customers usuallyaccept whichever products are offeredto them.
