Big Safari, A Brand Connected Across Generations:Sunil, Shri Ganesh Traders, Nagpur
One of the the majorreasons behind thesuccess of Big SafariAgarbatti, based inNagpur,Maharashtra, is thata large number ofpeople have beenassociated with thebrand forgenerations. Due to the excellentinterpersonal skills and relationshipbuildingability of Hasmukh BhaiThakral, not only in Maharashtra butalso in other states, super stockists,distributors, wholesalers, andsuppliers have been working with thecompany for 2–3 generations.
In an exclusive conversation withSugandh India, Mr. Sunil, head ofShri Ganesh Traders, shared that hehas been in the agarbatti businesssince 2000, and around 90% of hiswork is dedicated solely to Big Safariproducts. He mentioned that beforehim, his father had been associatedwith Big Safari since the 1970s. Hisfather was looking for employmentwhen he came into contact withHasmukh Bhai, which led him intoBig Safari, A Brand Connected Across Generations:Sunil, Shri Ganesh Traders, Nagpurmarketing. Sunil said that hisassociation represents the secondgeneration, and over five decades, thecompany has treated them likefamily. He emphasized that HasmukhBhai Thakral’s biggest strength is hisability to take everyone along andtreat them with respect and support—something he hasn’t seen in ownersof other companies.
Sunil explained that his primarybusiness covers Yavatmal andWardha, with a supply networkextending to some parts of Amravati.He stated that Big Safari is thetop-selling brand in Yavatmal. Whilemany companies exist in the market,only Big Safari ensures regularweekly supply across all tehsils andmarkets.
He added that Yavatmal is an evenstronger market than Nagpur for BigSafari, as Nagpur has a higherpresence of loose agarbatti and localmanufacturers, whereas Yavatmallargely depends on Big Safari.
He further mentioned that inYavatmal and Wardha, brandedproducts dominate. Parasmani’sArjun is especially popular in ruralareas. He handles the full range ofRKT and Big Safari products, whichreach customers through 10–12distributors and over 150 retailers.While most areas are served throughdistributors, he personally managesretailing in some locations.
Explaining Big Safari’s success,he said that the company follows aclear principle—offer the lowestprices while providing maximumfragrance and quantity. This is whyBig Safari leads the market, and RKTalso maintains a strong presence.
According to him, Big Safari andRKT together hold around 90% ofthe Yavatmal market, with only 10%shared by other brands. The ₹10MRP pack of Big Safari is thehighest-selling product. It is followedby RKT’s Zipper KesarFul,especially the 300-gram jar pack,which is highly popular. The ₹50Zipper pack also sells well, whiledemand for the ₹100 pack isrelatively low.
Speaking about the Yavatmalmarket, he noted that around 90%consists of agarbatti, while only 10%is bamboo-less products, which havenot seen significant growth. Wetdhoop, however, has strong demand.
He added that the companyconsistently provides timely schemesand fulfills its commitments. Currentoffers include one free box on thepurchase of 40 boxes and one Zipperpack on four dozen units. Last year,upon achieving targets, the companyrewarded partners with TVs worth₹25,000 and gold and silver coins.Through such initiatives, thecompany ensures that everyone—from customers to retailers,distributors, wholesalers, and superstockists—is well taken care of.
