Chirag Shah is renowned for innovation in the incense industry
Neev International's Kapoor Burner is a market leader.
Chirag Shah, the driving force behind Neev International, is reshaping the incense and fragrance industry with innovative, camphor-based products that challenge market norms. His pioneering approach has earned him the title “Camphor King.”. Neev International offers a diverse range of products, including agarbattis, dhoop, camphor cones, Kapoor hawansamagri, and fragrance camphor. Their flagship product, Kapoor Dani, a natural home freshener, has gained widespread consumer trust. The demand for its premium offerings, including Bheem Saini Kapoor, remains high in Gujarat, Maharashtra, Rajasthan, and Punjab, with expanding supply chains in Delhi, Madhya Pradesh, Chhattisgarh, Kolkata, and Uttar Pradesh. Neev International has also begun establishing a presence in select Bengaluru markets. With a strategy focused on market differentiation, the company has adopted the tagline: “Kuch alagchahiye? Humare paasaaiye” (“Looking for something different? Come to us”). In an exclusive interaction with Sugandh India, Chirag Shah highlighted the intensifying market competition and emphasised that only brands introducing innovative products will thrive. Dealers, distributors, and consumers are actively seeking out unique, high-quality offerings, decisively moving away from brands that merely chase existing trends.
Chirag Shah, the visionary behind Neev International, transitioned from trading to manufacturing after recognising the challenges and limitations of the incense trade. Speaking to Sugandh India, he shared insights into his family’s deep-rooted involvement in the incense industry. His father had been in the incense trading business since 1972, managing dealership rights for major brands like Heritage, Cycle Pure, Moksh, and Parimal Mandir across Gujarat and Rajasthan. After his father’s passing in 1976… Shah took charge of the business. Reflecting on the industry’s dynamics, he noted that dealers play a pivotal role in elevating a product, yet manufacturing companies frequently change policies and establish their depots, often sidelining distributors. This shift, he observed, could wipe out businesses worth crores overnight. Determined to take control of production, Shah realised that while he generated ideas for manufacturing, fragrance innovations, and marketing strategies, the ultimate profits benefited the manufacturers. This realisation prompted him to manufacture. He could not only create unique products but also directly manage market supply. Shah emphasised that selling and payment collection pose more challenges than production itself. The transition from trading to manufacturing was instrumental in the necessity for innovation and the ability to maintain control over product quality, pricing, and distribution.
Neev International, founded in 2018, has rapidly grown into a leading name in the incense and camphor-based products segment. The journey began in 2013 when Chirag Shah launched his brand, achieving significant success. As demand surged, the company shifted its focus from trading to manufacturing, gradually reducing its trading activities. In 2018, Neev Kapoor Dani debuted as their first flagship product, gaining immense popularity within months. It remains the best-selling product to this day. As demand for Kapoor Dani soared, consumers questioned the source of camphor. In response, Chirag Shah expanded into camphor production, offering a premium-quality variant that quickly captured the market. Post-pandemic in 2020—they introduced “Kapoor Cones” which was an instant success, followed by the launch of Kapoor Puja Oil, Bheem Saini Kapoor, and Gold HawanSamagri, all of which received a strong market response. Today, Neev International boasts a portfolio of 300+ products, including agarbattis, cups, cones, sambrani, cow dung-based products, Guggal Kapoor, and Metallic Kapoor Gold. The brand continues to drive innovation and expansion in the incense and fragrance industry.
Chirag Shah highlighted the company’s growing influence in the incense and camphor industry. He stated that distributors and dealers trust that any product launched by the company will be unique and of the highest quality. Shah, who has established a strong presence in the agarbatti segment, is now preparing to introduce a highly specialised range of incense products featuring innovative fragrances. Addressing concerns about market challenges, he emphasised that the trust placed in his brand has enabled seamless product acceptance, eliminating significant hurdles. While loose camphor and local brands dominate the market, he pointed out that Bheem Saini Kapoor and other Neev camphor products stand apart due to their distinct fragrance. The company maintains a stronghold in quality and pricing, ensuring distributors, dealers, and consumers remain highly satisfied. Additionally, Neev International provides a product guarantee, further reinforcing consumer confidence. Shah innovated hawansamagri—the infusion of camphor into the composition, a concept previously unexplored in the market. This move has positioned Neev International as a trendsetter in the segment. The company has expanded its fragrance portfolio by introducing Fragrance Camphor, now available in tablet form in three varieties: Kapoor Mogra, Kapoor Chandan, and Kapoor Gulab. Kapoor Cones now comes in six fragrance variants—Rose, Gardenia, Lavender, Jasmine, Lime Fresh, and Sandalwood. By pioneering the infusion of fragrances into camphor, Neev International continues to shape new market trends in the incense and fragrance industry.
Under the leadership of Chirag Shah—Neev International is set to introduce a new wave of innovation in the incense market. Speaking to Sugandh India, Shah shared that the company ventured into the agarbatti segment four to five years ago. While demand has surged in the past six months, Neev International is now gearing up to launch a brand-new trend featuring unique fragrances. The company currently leads in sambrani cup manufacturing, offering the largest variety in this category. Specialising in cow dung-based products, Neev International has developed multiple variations in the segment. The Metallic Kapoor Gold, known for its dual fragrance, stands apart in the market. Unlike most brands that place hawansamagri inside the cup, Neev International has incorporated a distinct fragrance, creating a unique aroma when burned. The company has also introduced special jar packaging, including a product with an empty cup filled only with dhoop material, while the Metallic Kapoor Gold packaging includes a complimentary diya. Discussing global expansion—Shah confirmed that Neev International products are exported to Mauritius, Dubai, several African countries, New Zealand, and the United States. Key export products include camphor, two-in-one agarbattis, zipper packs, ghee diyas, cow dung-based products, and metallic agarbattis. Additionally, the company exports 5-foot and 19-inch agarbattis, while camphor cones have seen a surge in demand in the US market. Looking ahead, Shah revealed plans to scale up incense production on a large scale—introducing unique products. He reaffirmed that Neev International has no interest in following existing market trends. They rather prioritise exceptional and innovative offerings, a strategy well recognised by dealers and consumers.
