Dev Darshan: Nurturing the heritage of fragrance
“Subah jalao, Shaam jalao, chaarodishaon ko mehkao, Dev Darshan Dhoop”(Light it in the morning, light it in the evening, spread its fragrance in all directions—Dev Darshan Incense). This well-known slogan embodies the essence of a brand that has become a staple in households in India. Dev Darshan DhoopAgarbatti has established itself as a landmark brand, with ten factories located from Chandigarh to various other states, alongside depots in South India. This expansive network ensures a strong supply and marketing presence across all districts in the country. Founded in 1954, in Samana in Patiala, Dev Darshan has evolved over its 75-year history and is now offering a diverse range of 400 products that spread fragrance across the homes and workspaces of all sections of society. The company produces an extensive variety of modern fragrance items, including incense, agarbatti, cones, sambrani cups, hawan and pooja samagri, candles, diffusers, fragrances, aroma oils and gift packs. In the wake of the country’s independence, several middle-class families began manufacturing indigenous goods, making significant contributions to national development. The values of truth, integrity, and product quality were central to the aspirations of the entrepreneurs of that era. The founders of Dev Darshan envisioned their products achieving nationwide recognition based on their unwavering commitment to quality.
Bhawarlal Jain: Upholding the legacy of Dev Darshan incense
Mr. Bhawarlal Jain and his brother Mr Pradeep Kumar Jain, the current steward of the Dev Darshan Incense legacy, recently shared insights into the brand’s rich history during an interview with Sugandh India. The business was founded by their father Shri Sagar Chand Jain in 1953 and now the fourth generation is committed to elevating the brand further. A key highlight of this new generation is its unwavering focus on quality. Mr Jain recalled how his grandfather began with a product called Chandan Incense, overcoming significant challenges to establish the business. Joining the family venture himself in 1965 after completing his matriculation, he transported goods by bus; loading and unloading products all by himself. He was from Samana in Patiala, where the factory was located. The family relocated to Chandigarh in 1984. Today, Dev Darshan has a presence in every state across the country. Adapting to the diverse preferences of each region, the company produces products that meet local demands for range, pricing, and quality. For example, Dev Amrit was specifically crafted for Andhra Pradesh, while Devshree caters to the states of Telangana, with each offering a unique fragrance tailored to local preferences. This dedication to quality and customization is why consumers from Kashmir to Kanyakumari and Assam to Gujarat have embraced Dev Darshan.
Pradeep Kumar Jain : Dev Darshan, from Samana(Punjab) to global markets
Dev Darshan stands as the Numero-Uno incense brand in Punjab, Haryana, Delhi, and Himachal Pradesh. It is also recognized as a pioneering name in other states as well, including Rajasthan, Jammu and Kashmir, Uttar Pradesh, Gujarat, Maharashtra, Bihar, West Bengal, Assam, Karnataka, Andhra Pradesh, Tamil Nadu, Odisha, Telangana, Chhattisgarh, and Madhya Pradesh. The company boasts nearly 800 distributors nationwide and employs hundreds of sales executives and managers, creating a robust distribution network. As a testament to its pioneering status, Dev Darshan received the “Udyog Patra” Award from President Venkataraman in 1983 and has since garnered numerous accolades, including several gold medals. When online marketing was practically nonexistent, renowned film actor Pran famously ordered Dev Darshan products through the post. In an interview, Mr. Pradeep Kumar Jain attributed the brand’s success to the hard work of their ancestors, their unwavering commitment to quality, and divine blessings. He emphasized that the company prioritizes research and development for new products while ensuring strict quality control. Dev Darshan sources only the finest raw materials, even if it results in lower profit margins, reinforcing their promise not to compromise on quality. The brand offers a wide range of products, catering to all market segments, with prices ranging from ₹5 to ₹200.
Jagrit Jain: Innovating the legacy of Dev Darshan
Mr Jagrit Jain, a fourth-generation member of the Dev Darshan family and son of Mr Bhawarlal Jain, became involved in the family business at the age of 18. His early experiences visiting the factory ignited his passion for the incense industry, a familiar presence in his home life. As he matured, he aimed to bring a new direction to the family enterprise. Recognising the need for innovation, Jagrit and his family engaged in discussions to explore new product opportunities based on market demand. This led to the introduction of several new products under the Dev Darshan brand, enhancing the designs and packaging of traditional agarbatti and expanding into products such as cones, sambrani cups, candles, diffusers, fragrances, and aroma oils.
In 2008, Jagrit introduced a fresh packaging design for incense cones, which was well received by consumers—a concept he developed himself. Despite the challenges posed by some local producers in every city offering low-quality and low-cost alternatives, he emphasised the importance of maintaining high standards to differentiate Dev Darshan in the market. To promote their quality, the brand actively engages in advertising and social media efforts. Jagrit also noted the rising popularity of bamboo-based products but clarified that this trend has not significantly impacted the incense market, especially in North India, where traditional incense sticks remain the preferred choice. Dev Darshan is focusing on expanding its presence in metro cities, particularly Mumbai and Chandigarh, where it currently operates two outlets. When asked about the brand’s standout product, Jagrit highlighted the unmatched fragrance of Dev Darshan Special Dhoop, asserting it as their unique selling proposition. The company is also in the process of developing new offerings such as card diffusers, gift packs, and puja packs, designed to contain everything needed for prayer in one convenient package. Jagrit expressed optimism about the future of the incense stick industry, citing ongoing innovations to meet evolving consumer demands and dispelling unfounded rumours about burning bamboo. The industry, he affirmed, will continue to evolve and introduce new products.
Atul Jain: Upholding quality at Dev Darshan
Mr Atul Jain, elder son of Mr Pradeep Jain and the driving force behind manufacturing and quality control at Dev Darshan, spoke with Sugandh India about his commitment to preserving the company’s legacy. He emphasised that maintaining the highest quality standards is paramount, stating, “Our heritage has always been the best quality, and I do not compromise on that. It is the foundation of our success and the path forward for the future.” To ensure exceptional quality, Atul mentioned that the company rigorously evaluates raw materials, sourcing them from both domestic and international markets. Once a product is prepared, it undergoes five different quality checkpoints before production commences, ensuring that only the best items reach consumers. Reflecting on the evolution of production methods, Atul noted that while the company initially relied on manual processes, increased demand has necessitated a shift towards automation. “Now, everything—from production to packaging—is handled by machines,” he explained. Despite this shift, there remains a market demand for handmade products, prompting Dev Darshan to continue producing select items by hand alongside their machine-made offerings.
Bhavi Jain: Embracing modern fragrances at Dev Darshan
Mr Bhavi Jain, part of the fourth generation of the Dev Darshan family and younger son of Mr Pradeep Jain, is at the forefront of production and fragrance innovation at the company. In a conversation with Sugandh India, he highlighted a significant market trend: consumers are increasingly shifting from traditional scents to modern fragrances. In response to this trend, Dev Darshan is swiftly adapting its product offerings. The company has recently launched a new set of fragrances that includes Eternity, bloom, Gardenia, and Oriental. These products are designed to provide a unique experience and have been well-received by consumers. Bhavi emphasized the company’s commitment to catering to the preferences of the new generation with even more contemporary fragrance options. He noted that Dev Darshan is also investing in advanced technology, utilising modern techniques in their production processes to enhance the quality of their perfumes and fragrances. Looking ahead, Bhavi expressed optimism about the future of the fragrance market, indicating that there is still much potential for growth and innovation. As the industry evolves, Dev Darshan plans to remain proactive, focusing on environmental sustainability, consumer health, and maintaining high quality in all their products.
