Year-Round Demand for 5-Feet Agarbatti in Kolkata: Samar Dey
Shri Krishna Traders has been engaged in the distribution of agarbatti raw material and complete agarbatti products in Kolkata since 1990. In a conversation with Sugandh India, the firm’s proprietor Mr. Samar Dey said that there is strong year-round demand for 5-feet agarbatti in Kolkata. Although demand rises significantly during festival seasons, Bengal has some festival or the other almost every month. Responding to a question, he said that his first association was with Abhinav Perfumers, whose perfumes he distributes. Apart from this, he also distributes several other brands such as Shreeji and Sarathi. He also handles the brands Somnath and Pushpa from Gujarat and supplies agarbatti and perfumes across West Bengal, especially in Medinipur, Durgapur, Kharagpur, Behala, Asansol, North 24 Parganas and South 24 Parganas.
Speaking about the Kolkata market, he said that the ₹10 agarbatti segment is the largest in the city. After that, the ₹20 pouch pack segment has been growing. Shreeji’s ‘Kaya’ brand is performing very well. Cycle, Moksh and Zed Black are more dominant in the economy segment, while in the premium segment, brands like Sarathi have a good presence.
In response to another question, he said that both wet and dry dhoop are doing well in the market. NonBengali consumers, especially those from UP, Bihar and North India, use dhoop more, whereas Bengali consumers still prefer agarbatti. He added that in wet dhoop, brands such as Zed Black, Nishan, Rocket and Shreeji are performing well. In sambrani cups, Shreeji and Pushpa Fragrance’s ‘Guggal’ are selling well. In camphor, Labh Ganga has good sales, and Mangalam is also doing well.
He said that in the ₹20 range, ‘Kaya’ and ‘Wari’ are in good demand, while in the ₹50 range, sandal and kasturi variants have good demand. Somnath’s ‘Bilipatra’ and Sarathi’s ‘Vidwan’ are also quite popular among consumers. Oriental’s premium products are also doing well and have a strong market presence.
Mr. Samar Dey said that while the Kolkata city market is largely driven by premium products, economy products sell more in districts outside Kolkata. Apart from this, ‘dhuna’—a loban-type but economical product—also sells in large quantities, especially outside Kolkata. In perfume compounds, several brands are present in the market such as Abhinav Perfumers, Basha, Imperial Fragrances, Schimmer, La Whiff, Sanjay Chemical Works, JB Fragrances and others.
Replying to a question, he said that consumers prefer brands that offer good quality at affordable prices, and this is a major reason behind the success of Cycle and Zed Black. He reiterated that while there is year-round demand for 5-feet agarbatti in Kolkata, sales rise sharply during Durga Puja, Diwali and other festival seasons. Since there is almost some festival every month in West Bengal, people regularly purchase 5-feet agarbatti for worship.
