Bamboo-less products hold major market share in Jalandhar: Neeraj Maggo
The prevalence of incense products is notable in Punjab, particularly in Jalandhar, where a remarkable 70% of the consumption comprises items such as dry sticks, cones, wet dhoop, and sambrani cups. Only 30% of the local market is dedicated to traditional agarbattis. Neeraj Maggo, head of Maggo Agencies, recently discussed the thriving incense market with Sugandh India. He highlighted that the city’s substantial population of traders and merchant communities significantly drives the demand for these products. Notably, the Sikh community has shown an increasing preference for dry sticks, contributing to a rapid growth in their market presence over recent years. Maggo Agencies was founded in 2007, but the Maggo family’s connection to the incense business dates back three generations. Neeraj’s grandfather started as a hawker, and his father followed in the same footsteps. For five years, Neeraj also worked as a hawker before officially registering the firm in 2007. Their journey began as they met Mr Prakash of ZED Black and they started its distribution work, marking the start of their successful venture in the industry. As the demand for incense products continues to rise in Jalandhar, Maggo Agencies stands at the forefront, catering to the evolving preferences of consumers.
Maggo Agencies has established itself as a key distributor for the Balaji brand in Jalandhar. In addition to this role, the agency serves as the booking agent for BIC across Haryana, Punjab, and Jammu & Kashmir. Maggo Agencies also supplies products of Ahmedabad-based JB (brand) in Delhi and North India and manages the distribution of Devdarshan in Jalandhar. Their portfolio includes partnerships with prominent brands such as ZED Black, Cycle Pure, Jaipur’s Geeta, and Parimal Mandir. In Jalandhar, Maggo Agencies oversees local operations for these brands and acts as booking agents across four states, further solidifying its presence in the region’s incense market. This strategic expansion underscores Maggo Agencies commitment to meeting the growing demand for quality incense products in northern India.
Mr Neeraj Maggo revealed that Maggo Agencies supplies goods to around 3,000 shops, supermarkets, and retailers throughout Jalandhar. He highlighted the city’s expansive market for agarbattis, noting a significant shift towards premium and medium-priced products. Before the pandemic, products priced between ₹10 to ₹20 were the norm, but this has changed dramatically, with items now ranging from ₹50 to ₹60 becoming increasingly popular. The leading brands in Jalandhar include Balaji and BIC. While the economy market features options like ZED Black, ITC’s Mangaldeep, Maya from Jyoti Laboratories all available for ₹10. Cycle Pure has emerged as a favourite in the ₹20 to ₹50 range, with a strong presence at MRPs of ₹80 and ₹90. Additionally, Zipper pack holds a solid position in the ₹50 market. Family and jumbo packs priced at ₹100, containing weights of 100, 200, and 500 grams, are also witnessing a rapid rise in demand, further demonstrating the evolving preferences of consumers in Jalandhar’s incense market.
Neeraj Maggo, shared insights with Sugandh India regarding the robust market for premium incense products in Jalandhar, where approximately 70% of sales are attributed to this segment. Notably, even in rural areas, products with an MRP of ₹50 are highly sought after. Maggo highlighted a rising demand for dry sticks and sambrani cups, alongside wet incense. However, the dry stick market has shown the most significant growth over the past three to four years. He identified BIC’s Panchvati as the top-selling product in his inventory. When discussing the leading brands, Maggo mentioned that Balaji, BIC, Zed Black, and Misbah are among the top sellers. In the premium wet incense category, BIC and Balaji lead the way. At ₹20, ZED Black’s Manthan is a popular choice and Devdarshan also has a market presence. In the sambrani category, brands like Delta, Cycle Pure’s Naivedya, Pushkarni, and Jaipur’s Shubh are gaining traction. Overall, the sambrani market is experiencing significant growth, further indicating shifting consumer preferences in Jalandhar’s incense sector.
Mr Maggo provided insights into the evolving market for camphor in Jalandhar. The Saraswati brand once held the largest share. However, brands such as Labh Ganga and Mangalam have begun to gain traction in recent times. The market offers both branded and loose camphor, with Labh Ganga’s fragrant camphor being particularly well-received by consumers. In the sandalwood tika category, Hari Darshan’s paste is the top choice. For perfumes, Balaji’s premium products dominate, while Ratlam’s Arochem is a popular option in the standard range. Maggo noted that Jalandhar’s annual market size is estimated at ₹20 to ₹25 crore. While it may not be the central hub for the incense and agarbatti industry in Punjab, the city serves as a distribution point for nearby states.
He emphasized that the incense trade is thriving and experiencing rapid growth. Despite the intense competition in the market, Maggo believes it is not a significant concern, as each product has its niche and a well-established network of distributors. For any new brand to succeed in this environment, he stressed the importance of focusing on competitive pricing, quality, and transparent marketing strategies, which are crucial for establishing a strong market presence.
