Chandigarh: A large market for premium incense sticks – Vinod Agarwal
Chandigarh boasts a significant market for premium incense and dhoop products. Products from Bengaluru dominate Chandigarh. Traders and customers alike recognise Bengaluru as the hub for high-quality dhoop and incense production. Premium products from Ahmedabad are also gaining popularity. Vinod Agarwal, the owner of Agarwal Traders, informed Sugandh India that he has been running this business since the turn of this Century. He was marketing Mysore sandal soap when he started. However, Mysore sandal incense sticks struggled to sell then. After resigning from his job, he ventured into trading incense sticks. Today, he collaborates with brands such as Balaji, Arham, Sidhhi Vinayak, Vidhan Fragrances, Omega, and Orkay, among others. He primarily supplies supermarkets, departmental stores, outlets, and retail shops in Chandigarh, Mohali and Panchkula, with his supply chain reaching approximately 250 counters.
In response to a question from Sugandh India, Mr Agarwal highlighted that Chandigarh possesses a substantial market for premium range products, with an average price range of ₹100 to ₹150. He noted a specific demand for products priced at an MRP of ₹70. Agarwal observed that sales of premium incense and dhoop dry stick products are nearly equal. The general market for dhoop constitutes approximately 60%, featuring products such as wet dhoop, dry sticks, sambrani cups, and cones, while the incense market accounts for around 40%. He identified popular products in the market, including Balaji ZED Black, Cycle Pure, Devdarshan, Hari Darshan, and various branded offerings from Bengaluru. Although ITC and other economy products are available, Chandigarh primarily serves as a significant market for premium items. He added that normal-range products typically come in zippers, whereas premium products are commonly packaged in boxes. High-quality dry sticks from brands like ZED Black, Cycle Pure, and Omega have a strong demand, while Balaji’s premium wet dhoop is especially popular. Devdarshan also maintains a notable presence in the normal market. In the economy range, dhoop products priced at ₹50 are sold in boxes.
In response to a question, Vinod Agarwal highlighted the rapid growth of the sambrani cup market, with brands like Cycle Pure, Balaji, ZED Black, and others gaining significant popularity. He noted a swift rise in the trend for bakhoor, which was previously unfamiliar to many consumers and not readily available. Bakhoor is priced at an MRP of ₹250. Agarwal emphasised that Chandigarh is a market where customers prioritise quality over price; if they appreciate a product, they return specifically requesting it by name. He also mentioned that Loban has entered the market and is enjoying considerable popularity among consumers. Agarwal sells bakhoor of Real Fragrances and explains that he tries new products. When a new fragrance arrives, he first tests it at home and only supplies it in the market if he finds it appealing. He observed that Orkay products have established a strong market presence, with packs of 10 sticks selling for ₹1000, a price point that customers appreciate.
He noted a robust market for camphor, where consumers show a clear preference for products from branded companies. This demand explains the popularity of brands such as Saraswati, Gangotri, Mangalam, Cycle Pure, and ZED Black. Gangotri’s camphor, in particular, features a fragrance, marking the introduction of a scented camphor trend. Among sandalwood tilak products, Hari Darshan’s wet tilak stands out as the most sought-after option. He also pointed out a strong market for essential oils and perfumes, with premium range products currently in demand. Discussing the challenges he faced in the incense business, he explained that while challenges do arise, the trade continuously identifies solutions. With good supply, effective marketing, and a strong network, products gain enthusiastic acceptance in the market. He indicated that, on average, customers spend between ₹500 to ₹1000 on incense each month, with 9 out of 10 customers opting for products by brand name.
