Shree Sadguru Sugandhalaya Drives
Thakral Group’s Pan-India Network
Incense and dry stick products under the Thakral Group of Companies—featuring brands like RKT, Safari Big, Parasmani, N-joy and Geo Life—are rapidly expanding beyond Maharashtra and gaining strong presence across 16 states in India. The group, which holds a leading position in the incense segment in Maharashtra, traces its origins back to 1951 from Gandhibagh in Nagpur. Building on this legacy, the company established its outlet, Shri Sadguru Sugandhalaya, which today serves as a key operational hub. From this office, supplies are managed for local distributors and retailers in Nagpur, while also supporting a wide product portfolio of nearly 200 ranges. In addition, the outlet oversees the company’s nationwide marketing network, including super stockists, distributors and retailers, while also collecting crucial feedback related to marketing, sales and accounts. The office is led by experienced professionals including Mr. Anil Namdev Rao Morghade and Mr. Pankaj Dhapodkar, along with a dedicated team. The company is currently focusing on strengthening its digital marketing efforts to further expand its national network. Shree Sadguru Sugandhalaya Drives Thakral Group’s Pan-India Network.
Speaking to Sugandh India, Mr. Anil shared that he has been associated with the company for over 20 years and currently handles several responsibilities linked to Shri Sadguru Sugandhalaya. He highlighted that competition in the incense market has intensified significantly, not only in Maharashtra but across most states, largely due to the rise of machine-based production among local manufacturers. This has made it essential for established brands to continuously monitor and improve key aspects such as product quality, packaging and pricing. From this office, the team closely tracks product supply while maintaining direct communication with customers to ensure satisfaction. He further explained that the company operates its own software system through which customer feedback is collected via online and telephone channels, and then recorded as structured data. This data is reviewed by departments such as administration, HR, R&D and quality control. Whether it is appreciation, complaints or suggestions, each input is addressed with proper resolution and followup. Complaints related to packing, burning quality, fragrance or product damage are systematically recorded, and with the shift to machine production, burning-related complaints have notably reduced.
Elaborating further, Mr. Anil mentioned that the office also manages customer care operations and lead generation from multiple sources. The team keeps track of issues such as product quality concerns and delays in supply. In some cases, customers report that products are not available at retail counters despite the presence of dealers in that region. In such situations, immediate action is taken to ensure product availability while also activating the concerned dealer. He described Shri Sadguru Sugandhalaya as functioning like a central head office, where visitors are introduced to the company’s operations. Established in 2020, the office has since become the focal point for all market-related activities.
Mr. Pankaj, who has been working with the company for many years, described the outlet as a major distribution center. Earlier, multiple offices in Nagpur handled operations, which led to complications in billing. To streamline this, centralized billing has now been implemented from this location. The office also serves as a central repository for data related to all brands and product ranges under the Thakral Group. Maharashtra continues to be the primary hub, but the company has significantly expanded its
reach—from supplying in just 5–6 states earlier to now covering 16 states through operations managed from this center. He emphasized that sales data analysis is a key function here, with inputs collected from customer interactions, field sales teams, distributor feedback and social media platforms. This data helps the company understand market trends, enabling both new product development and improvements in existing offerings. The team also actively monitors competitor activity tostay competitive. As part of its digital strategy, the company is leveraging platforms like YouTube, Facebook and Instagram, while also collaborating with influencers to strengthen brand visibility.
Highlighting the company culture, Mr. Pankaj shared that employees share a family-like bond with the organization, having spent decades growing alongside it. He himself has been associated with the company for 20 years. Under the leadership of Hansmukh Bhai Thakral, Bharat Bhai Thakral and Samarth Thakral, the organization has successfully transitioned into its next generation while maintaining strong employee connections. Among the product portfolio, Big Safari and RKT’s Kesar Phool and Rangoli variants are among the top-selling offerings. With around 200 product ranges, the company caters to diverse regional preferences across states. It continues to redevelop older products while introducing new variants to meetevolving market demands. While incense sticks remain the core focus, dhoop sticks and other related products are also gaining traction. The company’s R&D efforts are closely aligned with current market trends, and products such as 5-foot and 16-inch incense sticks have seen strong demand. Each successful product launch brings a sense of achievement to the team.
In separate discussions, both Mr. Anil and Mr. Pankaj noted that along with data analysis, the office also plays a crucial role in monitoring sales performance and setting future targets. Based on current year sales, goals for the following year are defined. Feedback from field sales teams after their monthly visits is combined with insights from online customer interactions to guide strategy. Target-driven sales schemes are also tracked closely, and in cases where distributors fall slightly short, the team coordinates with sales personnel to help them achieve targets and benefit from ongoing schemes. Additionally, the office manages key functions related to accounts and finance. On the occasion of the company completing 75 years, they shared that continuous efforts are being made to further strengthen growth and bring new advancements. Customers also directly connect with the company through dedicated lines, offering appreciation, suggestions and complaints. Each concern is forwarded to the relevant department and followed up until resolution. Through such systematic processes and strong demand. Each successful product launch brings a sense of achievement to the team.
In separate discussions, both Mr. Anil and Mr. Pankaj noted that along with data analysis, the office also plays a crucial role in monitoring sales performance and setting future targets. Based on current year sales, goals for the following year are defined. Feedback from field sales teams after their monthly visits is combined with insights from online customer interactions to guide strategy. Target-driven sales schemes are also tracked closely, and in cases where distributors fall slightly short, the team coordinates with sales personnel to help them achieve targets and benefit from ongoing schemes. Additionally, the office manages key functions related to accounts and finance. On the occasion of the company completing 75 years, they shared that continuous efforts are being made to further strengthen growth and bring new advancements. Customers also directly connect with the company through dedicated lines, offering appreciation, suggestions and complaints. Each concern is forwarded to the relevant department and followed up until resolution. Through such systematic processes and strong market engagement, Thakral Group products are steadily gaining popularity across India.
