Demand for ₹50 Pack Products Rising in Guwahati: Rajesh More
Rajesh More, head of More Marketing in Guwahati, has been active in the agarbatti business since 2005. Speaking with Sugandh India, he said that earlier, agarbattis priced at ₹10 MRP had a strong market in the region, but now the demand for ₹50 MRP box packs and zipper pack products has increased rapidly. His journey in the agarbatti business began with the Four-in-One product from the Shalimar Agarbatti brand. At present, he is associated with Balaji products.
Replying to a question, he said that customers in the region are highly satisfied with Balaji products. BIC and Orkay products are also performing well in the market. He added that the Binndi brand has also recently entered the market. According to him, Balaji offers countless product ranges, giving customers a wide variety of choices.
Speaking about More Marketing’s network, he said that although their primary business is concentrated in Assam, they also have a strong hold over retail counters. Customers from almost every part of Assam visit them personally, while many also place orders over the phone. From an agarbatti business perspective, Tinsukia, Nagaon, Dibrugarh, Jorhat, North Lakhimpur, Nalbari, and Barpeta are among the biggestmarkets where the usage of agarbatti is the highest. Replying to another questi n, he said that in the dhoopcategory, the market for wet dhoop, dry sticks, cones, and cups is gradually increasing. Similarly, zipper and pouch packaging formats are still not very common, but their demand is steadily rising. Rajesh More told Sugandh India that brands such as Zed Black, Darshan, Cycle, ITC, Balaji, and Shalimar have a strong market presence in the region. He said that Shalimar benefited significantly from its promotional schemes. For example, the company once offered a ceiling fan scheme on the purchase of one carton, which helped the brand gain considerable advantage in the market. He further explained that in the dhoop category, wet dhoop and dry sticks enjoy almost equal demand.
Apart from Balaji’s dhoop products, Satna-based Dali brand also performs well in the market. According tohim, one of Dali brand’s strengths is that it introduces schemes and brochures with every new product range. Along with new products, the company also offers items such as plates, glasses, and towels to distributors and retailers.
He said that in the sambrani cup category, products such as Cycle’s Naivedya and Forest Bahubali are performing well, along with cup products from almost all companies. Similarly, the camphor market is also gradually growing in the region. Camphor products are mainly sold through pooja material shops and grocery stores. Gangotri products have particularly strong demand in the market. He added that the usage of Sandalwood tika products is comparatively low in the region.
Replying to another question, he said that consumers in the region prefer both strong fragrances and sweet fragrances. Nearly 8 out of 10 customers purchase products based on brand names. Even new brands gain acceptance mainly because of the company’s name and reputation. On average, a customer spends around ₹250 per month on agarbatti products.
Comparing the region with other states, he said that consumers in Assam are quite different from those in other markets. Box packs are much more popular here, while pouch and zipper packs have comparatively lower demand. Unlike several other states, loose agarbattis are not sold in this market, and roll packs have virtually no presence at all. He added that awareness among consumers in the region has increased significantly. Although local manufacturers are also present, their products are mainly sold around temples and in rural areas.
