Big Safari Dominates the Rural Nagpur Market: Dinesh Thakur
The market for agarbatti and dhoop products is growing rapidly, and along with it, the reputation and market share of the Big Safari brand are also increasing. In the ruralareas of Nagpur, Big Safari products hold morethan a 35% share across 9–10 tehsils. Sharing this information in an exclusive interaction with Sugandh Indrural areas of Ram Singh Thakur, head of Shri Harmore thaners, Nagpur, said that Big Safari has no real competition in the market. Until about five years ago, people in this region were not even familiar with other brands.
Responding to a question, Dinesh Ram Singh Thakur said that loose agarbatti sells significantly in rural areas. Around 30% of the market is for low-cost, strong-fragrance products, while branded companies account for nearly 70%. Within this segment, Big Safari and its associated brands alone hold about a 35% share. He explained that there is a major difference between urban and rural markets. In interior regions, only about 5% of loose products are sold, while Big Safari loyal customers prefer only that brand. The most popular packs are priced at ₹10 and ₹20, followed by strong demand for ₹50 and ₹75 MRP packs.
He further shared that his family has been associated with Big Safari since the company’s inception. Earlier, his father managed the business, while he himself was involved in the electronics trade. When his father’s health declined, Hansmukh Bhai encouraged him to join the business. Since then, he has been working with Big Safari for the past 25 years. In response to a question, he said that apart from BigSafari, they do not work with any other company, as they never felt the need. Besides Big Safari and RKT, the Thakral Group has two more brands, and he handles all of them. Therefore, he does not have the time to work with other companies. More importantly, he considers himself a family member of Hansmukh Bhai, who treats him like his own child and is his mentor, having taught him the agarbatti business and given him direction.
Sharing his memories with Sugandh India, he said that he had left his earlier profession to enter the agarbatti business, even though he initially did not want to join. Hansmukh Bhai convinced him and extended full support. He set up a separate firm for him and arranged the complete business infrastructure. Earlier, his father worked under the company’s firm. The company gave him full freedom, and through hard work and dedication, he expanded the business beyond what his father had achieved. He noted that no other company maintains such a strong relationship with its distributors. One of the most unique aspects of the company, he said, is that it does not remove distributors unless they voluntarily leave.
He also mentioned that he oversees the supply network in the interior tehsils of Nagpur, including Katol, Narkhed, Kalmeshwar, Parseoni, Ramtek, Wadi, Mansar, Butibori, and Hingna. He emphasized that Hansmukh Ji has been his mentor and inspiration, enabling him to build this rural supply network over the past 25 years. In response to another question, he said that Big Safari products are the top-selling in these interior areas, followed by RKT and Paras Mani’s Arjun brand, whose slogan is “From Vidarbha to the World.” The company’s ₹10, ₹20, ₹50, and ₹75 packs, along with 200–250 gram family packs, are highly popular. Due to the product quality and strong brand reputation, competing brands have not been able to sustain themselves. Many brands have entered and exited the market in recent years. Only large brands remain, but none pose real competition.
Regarding schemes offered by other companies, he said that Big Safari also provides schemes similar to others, but its focus is on giving maximum benefit to retailers. For example, in the Big Supreme pack, which contains four dozen, a ₹50 zipper pack is provided free. The open box of 45 dozen comes with ₹300 worth of free products. Similar schemes are offered for polyethylene packs, and targeted incentive schemes are also designed for distributors. He added that Big Safari treats its distributors like family members. Not only in his case, but he has also observed that the company maintains a highly supportive approach toward all distributors. The company promptly resolves marketing challenges and even extends financial support during difficult times.
