Agarbatti Trade Is a Clean and Pure Business: Sitaram Agrawal
Mr. Sitaram Agrawal, proprietor of Sitaram Traders, Kolkata, believes that the agarbatti and fragrance industry is one of the cleanest forms of business and also carries a sense of purity. From his shop established in 1989 at Ganguly Lane, Kolkata, Mr. Agrawal has been engaged in agarbatti trading. In a conversation with Sugandh India, he said that he liked this line of work right from the beginning. However, initially he was in the beedi leaves business, but after government control was imposed, he left that trade. Later, a family well-wisher and businessman, Mr. Ashok Roy, suggested that he should start the agarbatti business and assured him of full support. This is how he entered the agarbattitrade.The first brand he worked with was Amit Aromatic of Bengaluru, which proved to be a good beginning. Thereafter, he started dealing in brands such as Rocket, Aalok, JB, Rathnam Agarbatti, Mansi of Ahmedabad, Shri Trading of Rajkot and Shreeji Incense. At present, he trades in products of around 10–12 branded agarbatti companies.
Replying to a question about the Kolkata market, he said that many old brands are doing well here, including Bharat Darshan, Gurudev, Shalimar, Danka, Zed Blackand Cycle. These brands enjoy stability in the market because they perform on the strength of quality. He said that traders are often forced to push brands that lack quality, while quality products sell on their own. JB is also doing very well at present, and the company provides full support, which is helping its business grow.
He further stated that in the dhoop segment, demand for dry sticks and bamboo-less products is increasing. According to an estimate, the agarbatti market has come down to about 75%, while the combined market of wet dhoop, dry sticks, cups and cones has reached 25%. He added that the market for dry sticks is growing because good quality products are available in the price range of ₹10 to ₹100, which consumers prefer.
In wet dhoop, apart from Zed Black, Rocket is also performing well on the basis of quality. He described the owner as a very respectable person and said that the company’s policies are also very good, due to which all their brands are doing well. Rocket’s ‘Laajawab’ is truly a laajawab (excellent) product, available at ₹1000 per dozen packs. Several of their ranges are selling well.
Responding to a question on sambrani cups, he said that the cup segment is growing, and Cycle’s ‘Naivedya’ is performing the best in this category. JB’s cups are alsogood. He mentioned that there is a strong market for camphor in this region, although he himself does not deal in camphor.
He said that an average customer purchases goods worth about ₹100 to ₹150 per month, while there are also customers who purchase goods worth several thousand rupees. He added that he always recommends premium products, and 6–7 out of 10 customers buy products by brand name.
