HASTI SUGANDHI, JALGAON – One of Maharashtra’s Leading Incense Super Stockists
Local Producers a Big Challenge for Pan-India Brands: Ajay Jain
At first glance, the incense and dhoop products market appears very large, but inreality, it ismostly unorganized. Barely half a dozen companies cross a turnover of₹100 crore, while mostothers remain at ₹40–50 crore. Large companies face stiffcompetition from local producers. Asa result, they are often forced to reduce pricesand compromise on quality to stay competitive.In an exclusive conversation withSugandh India, Ajay Jain, partner at Jalgaon’s Hasti Sugandhi Firm, said: “This is anindustry where one can start a business with as little as ₹500–1,000. Such productsare not only a challenge in Jalgaon but also across the country for branded and bigincense companies.” Hasti Sugandh has been in the incense business for 40 yearsand has a strong distribution network across Maharashtra, excluding Mumbai.
Ajay Jain shared that before foundingHasti Sugandhi, his grandfathersold products on a bicycle.Slowly, the business grew, andwith God’s blessings and the loveof Jalgaon’s people, a small saplingturned into a large tree. Herecalled that in the early days,they had a very small shop and initially worked withDanka Sugandh Agarbatti from Bengaluru. Later, in1992–93, they partnered with Zed Black.
When asked about the brands he is associated with,he said their firm works only with a select few people,including Mr. Prakash Chandra Agrawal of Zed Black,Mr. Ramchandra of Ganga Products, Mr. Manoj Mundraof Savitri Sugandhalay, and Mr. Nagesh of OmSai. “They are wonderful, professional people withtop-quality products. That’s why we supply their productswell in the market, ensuring smooth growth forboth the company and us,” he added.
Hasti Sugandhi handles Zed Black, Om Sai, Savitri,and Ganga Products. Additionally, they representmany local Jalgaon-based companies. They coverabout one-fourth of Zed Black’s market in Maharashtra,especially Marathwada, the North Zone, and Jalgaon.For Ganga and Savitri Sugandhalay, they managedistribution across the entire state. They are also thesuper stockists for Om Sai across Maharashtra (exceptMumbai). Zed Black maintains a depot in Jalgaon,from where supplies are made through their networkof 100+ distributors.
Speaking about Jalgaon’s incense market, Ajay Jainrecalled: “For a long time, Jalgaon was the hub of theincense industry. Maratha Darbar Agarbatti was verypopular back then. It was the first incense companyto advertise on the radio program ‘Binaca Geet Mala,’hosted by Ameen Sayani. At that time, people had tocome to Jalgaon specifically to buy Maratha Agarbattibecause demand was so high. Later, many big companiesentered the market, and distributors came upeverywhere.”
One reason Zed Black has a depot in Jalgaon, heexplained, is that the city has excellent connectivityto Marathwada, Vidarbha, and the North Zone, alongwith strong transport facilities.
When asked about popular brands, he said: “ZedBlack sells the most here, followed by Man Mandir,Ullas, Balaji, Cycle, and ITC.” He added that ₹10 packssell the most, although demand for ₹50 zipper packsis rising. Jumbo packs are also gaining popularity. InJalgaon, dhoop sales are increasing compared to incensesticks, though still only about 10% of the market.Wet dhoop dominates (70%), while dry dhoop(bamboo-less products) is gradually gaining demand(30%). Manthan leads in wet dhoop, followed by Balaji,Sacche Sai, Hari Darshan, and Dev Darshan. Wetdhoop zipper packs priced at ₹20 MRP are especiallypopular.
On the impact of promotional schemes, he said:“In the dhoop trade, schemes are like a father-son relationship. All companies run schemes. Zed Black offerstargeted schemes for 2–6 months. They also regularlyoffer 16 packs for the price of 12.”
“The average consumer herespends about ₹50 per month.There are premium customerstoo, spending up to ₹1,000.Out of 10 customers, only 2purchase by brand name, whilethe rest take what the retailerprovides.”
He noted that the market for sambrani cups is relativelysmall. Zed Black offers 3–4 varieties, includingShrifal, while Savitri has 5–6 varieties that sell well.Sambrani sticks are also in demand.
In attar and roll-ons, Oriental by Salman Bhai sellswell. In sandalwood tika, Manohar’s Ashtagandh andZed Black’s Samarpan are popular. He said there isa wide range of powders and colors available at ₹10,20, and 50 MRP, with red, yellow, white, and saffron being the top sellers. In camphor, Nagpur productsdominate, while Zed Black also offers camphor underits Samarpan line. In fact, under the Samarpan brand,Zed Black plans to offer a complete range of puja essentialsincluding camphor, tika, Ganga jal, and rosewater.
On Jalgaon’s retail market, Ajay Jain said: “Theaverage consumer here spends about ₹50 per month.There are premium customers too, spending upto ₹1,000. Out of 10 customers, only 2 purchase by brand name, while the rest take what the retailerprovides.”
