Ahilyanagar is a Major Supply Hub for Shirdi, Aurangabad and Nashik:Shripal Shetty
Ahilyanagar in Maharashtra is not only a large market for agarbatti and dhoop products but also an important business hub. From here, supplies are sent in large quantities to Aurangabad, Nashik and Shirdi. Due to the presence of the Sai Baba Temple, there is substantial demand for incense products in Shirdi. Speaking to Sugandh India, Mr. Shripal Jay Kumar Shetty of Anand Agencies said that Ahilyanagar is a major market for premium products. Nearly 50% of the market consists of premium offerings. In response to a question, he said that in the medium range segment, premium products start from ₹100 and a significant volume of premium brands is supplied to Shirdi. The main reason is that high-quality products are in great demand there, as tourists from across the country visit the town and purchase agarbattis as prasad to distribute among friends and family. For this reason, people generally prefer premium and good-quality brands.
Responding to a question from Sugandh India, Mr Shripal said that his father started the agarbatti business in 1970. He is known not only in Ahilyanagar but throughout Maharashtra by the name “Mama Ji.” According to him, in earlier times there were several well-known brands such as Pradhan, SonaChandi and Rathnam, some of which are still active today. At present, Anand Agencies holds distributorships for around 45 to 50 agarbatti companies, including Balaji, Shreeji, Mysore Deep and Archana. He said that the agarbatti market in Ahilyanagar remains very strong, although it has undergone significant changes over time. The number of local manufacturers has increased considerably, which is why loose agarbatti now accounts for nearly 50% of the market. Around 50% of sales within the city come from loose agarbatti, while branded products dominate the surrounding areas. He informed that there are approximately 70 distributors across the district. In addition, products from his agency, such as Shreeji and others, are supplied extensively to Beed, Aurangabad and Nashik districts.
In response to a question, Mr Shripal said that ₹50 zipper packs are the highest-selling products in the market. The main reason is that people now prefer to make purchases for an entire month at one time due to a lack of time. In terms of fragrance preferences, consumers here favor strong notes, especially perfume-based fragrances. Replying to a question about the best-selling products in Ahilyanagar, he said that Shreeji’s wari and Balaji’s newly launched product “Triyug” are receiving an excellent response. Each stick contains three different scents. Consumers are liking it very much, and it is expected to become a superhit during the upcoming festive season. Apart from this, regular products from brands such as Zed Black and Cycle also record strong sales. He said that products manufactured by Ahmedabad-based agarbatti companies are the most popular in this market. These are followed by products from Bengaluru, Indore and other cities.
In response to a question, he said that demand for bamboo-less products has increased significantly, leading to stronger demand for dhoop, particularly dry sticks. Even so, agarbatti still accounts for 60-65% of the market, while dhoop products contribute 35-40%. According to him, dhoop sales vary depending on the season. For example, dry sticks sell more during the rainy season, while wet dhoop performs better during dry weather. In the wet dhoop category, Zed Black’s Manthan is the most popular product. Apart from this, products from Vijay and Pandit Ji Agarbatti also record good sales. He said that demand for Sambrani cups is highest during festivals. In the Chandan Tika category, Nagpur-based Safal and Pune-based Manohar are popular products. In the camphor segment, products from Bhimseni, Kolhapur based OK, Mangalam and several brands from Sangli and Mumbai enjoy good sales. He added that Kelkar is the leading attar brand in his business. Apart from this, Aerochem products are also visible in the market.
In response to a question, he said that 4 to 5 out of every 10 customers purchase products by brand name, and an average customer spends around ₹250 per month. Premium products generally start at an MRP of ₹100, and beyond that there is virtually no upper limit
