Big Safari, A Brand Connected Across Generations:Sunil, Shri Ganesh Traders, Nagpur
One of the major reasons behind the success of Big Safari Agarbatti, based in Nagpur, Maharashtra, is that a large number of people have been associated with the brand for generations. Due to the excellent interpersonal skills and relationship-building ability of Hasmukh Bhai Thakral, not only in Maharashtra but also in other states, super stockists, distributors, wholesalers, and andsuppliers have been working with the company for 2–3 generations.
In an exclusive conversation with Sugandh India, Mr. Sunil, head of Shri Ganesh Traders, shared that he has been in the agarbatti business since 2000, and around 90% of his work is dedicated solely to Big Safari products. He mentioned that before him, his father had been associated with Big Safari since the 1970s. His father was looking for employment when he came into contact with Hasmukh Bhai, which led him into Big Safari, A Brand Connected Across Generations: Sunil, Shri Ganesh Traders, Nagpur marketing. Sunil said that his association represents the second generation, and over five decades, the company has treated them like family. He emphasized that Hasmukh Bhai Thakral’s biggest strength is his ability to take everyone along and treat them with respect and support—something he hasn’t seen in owners of other companies.
Sunil explained that his primary business covers Yavatmal and Wardha, with a supply network extending to some parts of Amravati. He stated that Big Safari is the top-selling brand in Yavatmal. While many companies exist in the market, only Big Safari ensures regular weekly supply across all tehsils and markets.
He added that Yavatmal is an even stronger market than Nagpur for Big Safari, as Nagpur has a higher presence of loose agarbatti and local manufacturers, whereas Yavatmal largely depends on Big Safari.
He further mentioned that in Yavatmal and Wardha, branded products dominate. Parasmani’s Arjun is especially popular in rural areas. He handles the full range of RKT and Big Safari products, which reach customers through 10–12 distributors and over 150 retailers. While most areas are served through distributors, he personally manages retailing in some locations.
Explaining Big Safari’s success, he said that the company follows a clear principle—offer the lowest prices while providing maximum fragrance and quantity. This is why Big Safari leads the market, and RKT also maintains a strong presence.
According to him, Big Safari and RKT together hold around 90% of the Yavatmal market, with only 10% shared by other brands. The ₹10 MRP pack of Big Safari is the highest-selling product. It is followed by RKT’s Zipper Kesar Ful, especially the 300-gram jar pack, which is highly popular. The ₹50 Zipper pack also sells well, while demand for the ₹100 pack is relatively low.
Speaking about the Yavatmal market, he noted that around 90% consists of agarbatti, while only 10% are bamboo-less products, which have not seen significant growth. Wetdhoop, however, has strong demand.
He added that the company consistently provides timely schemes and fulfills its commitments. Current offers include one free box on the purchase of 40 boxes and one Zipperpack on four dozen units. Last year, upon achieving targets, the company rewarded partners with TVs worth ₹25,000 and gold and silver coins. Through such initiatives, the company ensures that everyone—from customers to retailers, distributors, wholesalers, and superstockists—is well taken care of.
