Consumer Brand Loyalty in Guwahati Is Nearly100%: Vivek Dudhoria
The Guwahati market in Assam is considered an extremelyfertile market for branded agarbatti and dhoop manufacturersbecause consumer brand loyalty here is almost 100%. Ten outof ten customers purchase products based on brand namesalone. Sharing this information with Sugandh India, Mr. Vivek Dudhoria,head of SGEnterprises, said that an average customer in the region spendsbetween ₹300 and ₹500 per month on agarbatti products, and it is rare tofind a customer who buys incense products without considering the brand.According to him, consumers here trust brands above everything else.
Replying to a question, he said that because of this strong brand loyalty, it takes tremendous effort for any new brand to establish itself in the market. A new brand generally takes two to three years to gain acceptance. He explained that when an already established brand launches a new range, it quickly becomes popular.However, when a completely new manufacturer enters the market with a fresh product, it takes two to three years tobuild trust and establish demand. The main reason is that distributors introduce new products to retailers very carefully, and only when customers accept and repurchase the product does it gradually gain market stability. Therefore, the entire process takes considerable time.
Vivek told Sugandh India that his grandfather started the agarbattibusiness in 1990. This makes him part of the third generation in the family associated with the incense business. Apart from agarbatti, the family is involved in several other businesses as well. He said that his grandfather began the business from a very small counter, and today their firm supplies products across Assam and the entire North East region. Their firm serves as a CNF and super stockist for several brands.
Replying to another question, he said that their journey began with the Moksh Agarbatti brand. At present, they are associated with brands such as GT, Hari Darshan, Vijay Ahmedabad, Satna’s Pandit, and Sun Flower Matches. According to him, Assam is a very large and strong market for agarbatti products. Their products reach Nagaland and Imphal across the Seven Sisters region. He added that they have a strong network stretching from Guwahati to Imphal, and Assam is considered the gateway to the entire Seven Sisters region.
He further stated that both Assam and Tripura are large and promising markets, although consumers in Tripura prefer good-quality agarbatti products at lower prices. The premium products segment there remains comparatively limited.
Vivek said that nearly 150 distributors are associated with their firm, supplying products throughout the North East. Apart from distribution, they are also involved in retailing, and almost all major brands are available at their retail counters. According to him, brands such as ITC’s Anushree, Zed Black, Cycle, Vijay, Balaji, Moksh, Ullas, Forest, and Big Bell perform very strongly in the market.
Replying to another question, he said that the dhoop market in the region is growing gradually. In the dhoop category, consumers are increasingly preferring wet dhoop, dry sticks, cones, and cups. In wet dhoop, Hari Darshan, Zed Black, and Mahi are performing well. In the sambrani cup category, GT remains the leading brand. Products from the Vijay brand, including agarbatti, dhoop, and cups, are all witnessing good demand.
He also mentioned that in the camphor market, apart from Bhimseni and loose camphor, products from Mangalam, Aromatica, and Zed Black are performing well. Consumers in the region generally prefer lighter fragrances. In particular, fragrances such as Rajnigandha, sandalwood, and fancy perfumery notes enjoy strong demand. In the roll-on category, Gandhi Herbal is performing particularly well.
