Big Safari Dominates the Rural Nagpur Market: Dinesh Thakur
The market for agarbatti and dhoop productsis growing rapidly, and along with it, thereputation and market share of the Big Safaribrand are also increasing. In the ruralareasof Nagpur, Big Safari products hold morethan a 35% share across 9–10 tehsils. Sharingthis information in an exclusive interactionwith Sugandh India, Mr. Dinesh Ram Singh Thakur, head ofShri Hariom Traders, Nagpur, said that Big Safari has no realcompetition in the market. Until about five years ago, peoplein this region were not even familiar with other brands.
Responding to a question, Dinesh Ram Singh Thakur saidthat loose agarbatti sells significantly in rural areas. Around30% of the market is for low-cost, strong-fragrance products,while branded companies account for nearly 70%. Withinthis segment, Big Safari and its associated brands alonehold about a 35% share. He explained that there is a majordifference between urban and rural markets. In interiorregions, only about 5% of loose products are sold, whileBig Safari loyal customers prefer only that brand. The mostpopular packs are priced at ₹10 and ₹20, followed by strongdemand for ₹50 and ₹75 MRP packs.
He further shared that his family has been associatedwith Big Safari since the company’s inception. Earlier, hisfather managed the business, while he himself was involvedin the electronics trade. When his father’s health declined,Hansmukh Bhai encouraged him to join the business. Sincethen, he has been working with Big Safari for the past 25years. In response to a question, he said that apart from BigSafari, they do not work with any other company, as theynever felt the need. Besides Big Safari and RKT, the ThakralGroup has two more brands, and he handles all of them.Therefore, he does not have the time to work with othercompanies. More importantly, he considers himself a familymember of Hansmukh Bhai, who treats him like his ownchild and is his mentor, having taught him the agarbattibusiness and given him direction.
Sharing his memories with Sugandh India, he said thathe had left his earlier profession to enter the agarbattibusiness, even though he initially did not want to join.Hansmukh Bhai convinced him and extended full support.He set up a separate firm for him and arranged the completebusiness infrastructure. Earlier, his father worked under thecompany’s firm. The company gave him full freedom, andthrough hard work and dedication, he expanded the businessbeyond what his father had achieved. He noted that noother company maintains such a strong relationship with itsdistributors. One of the most unique aspects of the company,he said, is that it does not remove distributors unless theyvoluntarily leave.
He also mentioned that he oversees the supply networkin the interior tehsils of Nagpur, including Katol, Narkhed,Kalmeshwar, Parseoni, Ramtek, Wadi, Mansar, Butibori,and Hingna. He emphasized that Hansmukh Ji has beenhis mentor and inspiration, enabling him to build thisrural supply network over the past 25 years. In response toanother question, he said that Big Safari products are thetop-selling in these interior areas, followed by RKT and ParasMani’s Arjun brand, whose slogan is “From Vidarbha to theWorld.” The company’s ₹10, ₹20, ₹50, and ₹75 packs, alongwith 200–250 gram family packs, are highly popular. Due tothe product quality and strong brand reputation, competingbrands have not been able to sustain themselves. Manybrands have entered and exited the market in recent years.Only large brands remain, but none pose real competition.
Regarding schemes offered by other companies, he saidthat Big Safari also provides schemes similar to others, butits focus is on giving maximum benefit to retailers. Forexample, in the Big Supreme pack, which contains fourdozen, a ₹50 zipper pack is provided free. The open box of45 dozen comes with ₹300 worth of free products. Similarschemes are offered for polythene packs, and targetedincentive schemes are also designed for distributors. Headded that Big Safari treats its distributors like familymembers. Not only in his case, but he has observed that thecompany maintains a highly supportive approach towardall distributors. The company promptly resolves marketingchallenges and even extends financial support duringdifficult times.
