Balaji Crosses-Its Turnover in Assam and Northern States: Jiten Sohneji
Balaji’s premium products have changed the market trend for incense products in North India. Initially the markets of Uttar Pradesh, Uttarakhand, Punjab, Haryana, Himachal Pradesh and Jammu were dominated by agarbatti products worth MRP of Rs.5 and Rs.10. Same was the situation in North Eastern states also, but in the last decade, a market for premium products has developed in these states. Mr. Jiten Sohneji, Chief Agent of Balaji in North India since 2010 and then in Assam since 2018, told Sugandh India in an exclusive conversation that as 2023 came to an end, Balaji crossed its last year’s turnover in North India and Assam.
Balaji is the third largest company to do so. Mr. Jiten said that the products of Balaji Agarbatti Company are becoming increasingly popular in Punjab, Haryana, Uttarakhand, and Western Uttar Pradesh. This is the reason why the company’s turnover in the last 9 months has been the highest compared to other companies in these states.
Giving the above information, he said that on December 18, 2023, we crossed last year’s turnover. Apart from all the major festivals, recession and market turmoil and other adverse circumstances, the turnover of the business has also increased, he said. Describing the position of Balaji in the Assam market, Mr. Jiten said that on 30th November 2023 we crossed last year’s turnover here and currently the Assam market is in plus. He said that our turnover is very less compared to the total turnover of incense sticks in the Assam market.
Recently, the first lot of Vandan eco has been received, but Kasturi has not been given yet. He said that we have worked hard to establish Balaji’s Zipper, Dhoop Sticks and Dhoop products in the market in Assam. Although our prices are higher than other brands and companies had given a lot of retailers scheme, stockist scheme and dealers scheme, but with hard work and strategy we made our place in the market and proved that if the company and the dealer are at high If quality products are produced in the market, success can be achieved.
For this achievement in North India and Assam, Mr.Jiten thanked Balaji head Mr. Ashish Shah and his team for their support and special attention to the market. He also gave credit to Naresh Enterprises Ludhiana, Maggo Agency Jalandhar, Vallabh Trading Jammu, Aggarwal Traders Chandigarh, Sonia Dhoop Patiala, V S Rakhi Ambala Cantt, Amrit Enterprises Yamunanagar, Ramesh & Company Karnal, Kheda Trading Delhi, Prem Kumar Rohit Kumar Ghaziabad, Jai Hanuman Agency Agra, Prateek Enterprises Bareilly for North India and More Marketing Guwahati, Ch.Jagannath Madanlal Dimapur, SK Traders Jorhat, SD Agency Dibrugarh, Also given to Shri Hanuman Agency Tinsukia Nabeen Stationers Agartala for Assam and north eastern states, without their hard work in the market, this would not have been possible.
Jiten ji has experience of working in all the states of the country and in the markets of Nepal and Burma, on the basis of which he said that economy products will continue, but the future of the agarbatti industry lies in premium products. He said that at present Balaji has a monopoly on the premium market in most of the states of the country.
