Customers are loyal to Balaji and Amrutha Products:Kamlesh Talreja, Roshan Agarbatti Agency
In recent years, consumer demand for premium qualityproducts has risen rapidly. This is why most customerstoday purchase incense and dhoop products by brand name.Kamlesh Talreja, head of Roshan Agarbatti Agency in Jalgaon,told Sugandh India that out of 10 customers, 6–7 specificallyask for Balaji and Amrutha brand products. He said that whilemany other brands also offer good products, his customersshow a stronger preference for Balaji and Amrutha.
RoshanAgarbattiAgency hasbeen tradingincense anddhoop products in Jalgaon for 47 years.Kamlesh shared that his father hadstarted the business, handling severalmajor companies back then. Even today,their agency continues to represent topcompanies. For the past 40 years, theyhave been working with Moksh. Besidesthis, they are also the Jalgaon agents forBalaji, Amrutha, Big Bell, ShahFragrance, Omega, Shreejay, God Gift,and Oswal.
The agency supplies to over 70 largecounters within a 50 km radius.Responding to a question, KamleshTalreja said Jalgaon has a strong incensemarket. Economy-range products sellthe most, followed by medium and thenpremium quality. In the Jalgaon market,the highest demand is for Balaji, ZedBlack, Amrutha, Sona Chandi, Omega,Man Mandir, Sai Mandir, and localproducts. Apart from these, brands likeCycle and BIC also enjoy a good marketshare.
He added that the ₹100 jumbo pack(450 g) is seeing rising demand.However, in terms of volume, the ₹50pack sells more. Jumbo zipper packs arefavoured by customers who use multiplesticks daily, as they last about a month.On the other hand, customers seekingslightly better quality and premiumproducts prefer ₹50 packs.
Answering another question fromSugandh India, Kamlesh Talrejaexplained that in Jalgaon, incense holds60% of the market while dhoop productsaccount for 40%. Within this, wet dhoopmakes up 25%, followed by dry sticks. Inwet dhoop, Manthan, Balaji, Sacche Sai,Tej, and Big Bell box packs are popular,with products priced around ₹20 MRPselling the most. Both wet and drydhoop from Balaji perform well, includingtheir premium range. Big Bell has alsolaunched dry sticks.
“Kamlesh Talreja explained that in Jalgaon,incense holds 60% of the market whiledhoop products account for 40%. Withinthis, wet dhoop makes up 25%, followed bydry sticks. In wet dhoop, Manthan, Balaji,Sacche Sai, Tej, and Big Bell box packs arepopular, with products priced around ₹20MRP selling the most. Both wet and drydhoop from Balaji perform well, includingtheir premium range. Big Bell has alsolaunched dry sticks.”
He noted that economy products cover 60% of the market, medium 25%, and premium 15%. In dry sticks, Balaji and Shah Fragrance are in higher demand. Parin also sold well when it was newly launched. Amrutha’s dry sticks are priced between ₹30–₹50 MRP. Both jar and box packs of dhoop are common. Satya’s sales, he said, have been growing recently. Balaji offers dhoop in packs priced at ₹10, 20, 30, 40, 50, 60, and 90.
Kamlesh added that sambrani cupsalso sell, especially during festivals, wheneven 5-foot and longer incense sticks arein demand. Omega supplies sambranicups. Shah and Neev from Ahmedabad,who produce cow-dung-based products,are also gaining demand. GT and Deltabrands are moving well too.
In camphor, Mangalam, Ok, 3 Pine,Rajkala, Mayur, and 333 are popular,while Bheem Saini’s market is alsogrowing. In attar and roll-ons, Big Bell’s₹30 pack sells, but Balaji’s sandalwood isthe most in demand, along with otherroll-ons from the brand. Recently,Mangalam also launched attar and cones,which are well-received.
He mentioned that on average,customers in Jalgaon spend ₹400–₹500per month on incense. Out of 10customers, 6–7 make purchases by brandname, while the rest buy whatever theshopkeeper provides.
