Alaukik, the Fruit Fragrance Connoisseur
Preparing to Increase Production, New Products in Line Across Multiple Segments: Suresh Parmar
Rajkot-based Alaukik Brand has pioneered the introduction of fruity fragrances in agarbattis to the domestic market— A move that transformed the incense industry. The company launched its pineapple fragrance agarbatti six years ago, and today, it offers a diverse range of fruit-scented agarbattis, including Musk Melon and Guava. Their pineapple-fragrance agarbatti has gained widespread popularity, so much so that nearly every major incense manufacturer in the country now produces pineapple fragrance options. The product resonated particularly with the younger generation and fragrance enthusiasts seeking new, innovative scents. Earlier this year, Alaukik expanded its offerings with a Guava fragrant agarbatti, which has already seen a surge in demand. In an exclusive interview with Sugandh India, Director Suresh Parmar remarked that the level of their business today is because of the rapport he enjoys with his partner Hemang Morzaria. He revealed that their one-step-at-a-time approach and mutual camaraderie opened avenues in their (business) rise to prominence. He remarked, “Working together, we built a brand that consumers easily associate with trust.” Highlighting their continuous growth and commitment to quality.
Combination of marketing and creativity
Suresh Parmar, co-founder of Alaukik Brand, reflected upon their business journey, recounting his earlier experience in the incense industry and the struggles that led to their success. Before founding Alaukik, Suresh bhai worked in marketing at Padmini agarbatti Company, one of the largest players in the market. He acknowledged the lasting impact of the Gulistan brand by Padmini, which he believes remains unparalleled in the industry. Suresh bhai holds Ravi Kishan Ji in high regard and attributes much of his industry knowledge to him. “I still touch his feet when I see him,” Suresh bhai said, acknowledging Kishan ji’s influence on his career. He also recounted how his partnership with Hemang Bhai began. He explained that his younger brother, a designer, worked at Hemang Bhai’s company. Parmer, who was into marketing, recalled,“I cannot carry a lunch box, as I had to be in the market all day.” His brother suggested he come to his office for lunch— a suggestion that led to the meeting with Hemang Bhai. During one of their conversations, Hemang Bhai proposed they enter the agarbatti business together. Suresh bhai revealed that being from the marketing field in the incense industry, I knew making agarbattis would involve credit towards distributors and wholesalers, and we believed that if we focused on quality, the market would accept our products. The duo then began producing and delivering agarbattis, and as they had hoped, the excellent quality led to repeat orders, marking the start of their successful venture. Their commitment to quality and strong business partnerships has remained central to its growth.
Power of high quality and attractive packaging
Success may be visible to all, but the effort and dedication behind it often remain unseen. Suresh Bhai, sharing his journey with Sugandh India, highlighted the hard work and strategic decisions that shaped the company’s rise to prominence. After launching the brand, Suresh Bhai and his partner, Hemang Bhai, focused on perfecting the product and its packaging. Hemang Bhai, with his extensive experience in box packing and creativity was instrumental in pioneering the packaging process, which played a significant role in the brand’s success. “Just as a person’s dignity is reflected with their clothes, the value of a product is enhanced by its packaging,” Suresh Bhai explained. Today, Alaukik’s products come in a range of innovative packaging designs that have become a hallmark of the brand. In 2013, the duo established their first factory, and over time, success began to follow. Alaukik became the first company in India to produce pineapple fragrance agarbattis in Rajkot, a product that later inspired other manufacturers. To expand their reach, Suresh Bhai and Hemang Bhai embarked on extensive tours across Gujarat and the rest of the country, often travelling by bus and staying in modest hotels to keep costs low. “We didn’t travel by car or flight in the early days because we were focused on growing the business,” Suresh Bhai recalled. As their journey continued, they eventually acquired a car, but even then, Suresh Bhai often drove long hours through the night to meet growing demand. Through this grassroots approach, Alaukik built a strong supply network across Gujarat. The brand gradually expanded its footprint, moving into Maharashtra, Chhattisgarh, Odisha, West Bengal, Jharkhand, Bihar, Andhra Pradesh, Tamil Nadu, and Karnataka. Despite this impressive growth, Suresh Bhai acknowledged that there are still untapped markets, and they are now making inroads into Uttar Pradesh. However, even as demand continues to rise, Suresh Bhai admitted that they are struggling to keep up with production. “We want to expand further into Himachal Pradesh, Haryana, Punjab, and Assam, but the current production capacity limits us,” he explained. As Alaukik continues to scale its operations, its commitment to quality and strategic market penetration remains key to its ongoing success.
Premium quality and trust in product
Suresh Bhai revealed the core strategy behind their success: a commitment to premium products from the very beginning. Understanding the challenges of launching a high-priced product, Suresh Bhai and his partner, Hemang Bhai, introduced a 400-500 gram packaging priced at ₹100 during the brand’s early days. With a background in marketing, Suresh Bhai was aware that the initial price point might deter customers. However, he had confidence in the quality of their product, believing that once customers experienced it, they would return for repeat orders. This faith in product quality, combined with strategic marketing, helped establish the Alaukik brand in the competitive incense industry. Suresh Bhai also emphasized that success is not solely driven by marketing but is equally dependent on product quality—a principle Alaukik has consistently upheld. “No product survives just on the strength of marketing; it must have quality as well, and that’s something we proved,” he said. The brand’s London Dreams and Aqua Fresh products had already seen success before the launch of their iconic pineapple fragrance.
Success of Pineapple
The idea for the pineapple fragrance stemmed from a sample the company received, which was being exported at the time. Me and Hemang Bhai took the bold decision to produce 100 cartons and send them out to distributors across the country. Initially uncertain about its success, they sent the product out anyway. Within just six weeks, repeat orders began flooding in, and demand soared. “People went crazy for it,” Suresh Bhai recalled, noting that the popularity of the pineapple fragrance quickly outpaced their ability to supply it. Alaukik’s focus on high-quality products and a strong market introduction have set the stage for continued growth and success in the competitive incense market.
Loyalty towards distributors
Suresh Bhai shared the key to the company’s ongoing success, highlighting the importance of strong relationships with their distributors. “Apart from marketing and quality, the key factor behind our success is that we have maintained the same distributors since the beginning,” he explained. “We don’t change our distributors and dealers. If there is an issue, we meet with them and resolve it,” he added, stressing the company’s commitment to open communication and long-term partnerships. Suresh Bhai emphasized that all their distributors remain in constant touch with the company, working together to resolve any challenges. “The manufacturer sells cartons, while the distributor sells the product in packs or cases. Their job is much harder. That’s why we make sure to address their concerns first,” he said, underscoring the importance of supporting their distribution network. In response to another query, Suresh Bhai revealed that Alaukik now offers a diverse portfolio of nearly 1,000 different products. These products range in price from ₹15 and ₹20 up to ₹50, ₹70, ₹80, ₹130, ₹280, and ₹380, catering to a broad spectrum of market segments. This wide product range is part of Alaukik’s strategy to appeal to a variety of customers while maintaining its focus on premium quality. The company’s strong distributor relationships and diverse product offerings continue to drive its growth in the competitive incense market.
Plans of expansion and innovation in fruit fragrances
Suresh Bhai shared insights with Sugandh India on the growing market for fruit fragrance agarbattis and the company’s plans for future expansion. Suresh Bhai noted that the demand for fruit fragrances in the domestic market is increasing rapidly, and after the success of Musk Melon and Guava, Alaukik is conducting research to develop agarbattis with additional fruit-based fragrances. “Whenever we create a new product, we conduct trials internally after R&D. Only once it meets our standards do we launch it into the market,” he explained. Looking ahead, Suresh Bhai revealed that Alaukik plans to expand its product range further under the brand, including the introduction of Sambrani cups, cones, and wet incense. While the company currently manufactures traditional agarbattis, they are also exploring new formats for incense burning. Alaukik’s current factory, which has been operating since the company’s inception in 2013, is facing space limitations, making it difficult to scale production. To meet growing demand, the company is in the process of relocating to a larger facility. “This new space will allow us to conduct both research and production on a much larger scale under one roof,” Suresh Bhai said. “The demand in the market is so high, but we are unable to meet it with our current supply. Therefore, we need to increase manufacturing capacity. Once we do that, we will start supplying to the remaining states in the country,” he added. Suresh Bhai also clarified that Alaukik is currently focused on expanding within the domestic market, with some small-scale exports. However, once production capacity increases, they plan to significantly boost their export efforts.
Message for new manufacturers in the industry
Addressing new manufacturers entering the agarbatti industry, Suresh Bhai offered advice: “The most important thing is to make the best quality products and have faith in your products. Only then can the market trust your brand.” Alaukik’s commitment to quality, product innovation, and expanding manufacturing capacity positions the brand for continued growth in both domestic and international markets.
