FROM FARMER TO AGARBATTI BRAND THE JOURNEY OF NIMBALKAR AGARBATTI
AIMING FOR THE TOP 10 IN INDIA: PINTU NIMBALKAR
Ashish Nimbalkar, popularly known as Pintu, started as a farmer but has now made Nimbalkar Agarbatti Industries a well-known name in Nagpur and the Vidarbha region. Coming from a farming family, Pintu himself was involved in agriculture before stepping into the incense industry in 2018. With in just a few years, the Nimbalkar brand has gained remarkable popularity. He also encourages young entrepreneurs to start their own businesses and explore opportunities in the agarbatti sector. In an exclusive conversation with Sugandh India, Pintu Nimbalkar shared that his brand is currently among the top 10 agarbatti brands in Vidarbha. His ambitious goal is to rank among the top 10 agarbatti brands in India by 2030. He began his incense business in 2018 with a modest investment of ₹5,000, purchasing raw agarbatti sticks, dipping them infragrance, and packaging them for sale. His first sales earned him ₹8,000,which he reinvested, doubling his revenue multiple times. Today, his business has grown into a multi-lakhenterprise.
AIMING FOR THE TOP 10 IN INDIA: PINTU NIMBALKAR
THE JOURNEY OF BRAND CREATION
When asked about his journey, he explained:“I was a farmer, and my father is the village head. People in myvillage believed that I was entirely dependent on my father’searnings and couldn’t do anything on my own. I struggled withvarious jobs but faced repeated failures. Then, I came acrossYouTube videos explaining how to start an agarbatti business withminimal investment. The religious aspect of incense also attractedme—incense sticks will always be in demand as long as peopleworship. I started buying raw sticks, dipping them, packaging, andselling them. Soon, the demand for raw agarbatti sticks surged.”
When the COVID-19 pandemic struck, he devised a uniquebusiness model.“I noticed many people around me wanted to start their ownventures. During the pandemic, I provided a project where thosewho joined us received machines, raw materials, and a guaranteethat we would buy back their finished products. This helped usovercome the shortage of raw incense sticks. During COVID-19, Isold over 300 machines across Maharashtra and provided rawmaterials to many entrepreneurs. While some failed, those whoworked hard are still running successful businesses today.”
A Wide Range of Products and Affordable Pricing
Today, Nimbalkar Agarbatti offers over 50 product varieties. Pintu shared,“People approach us for agency partnerships worth ₹50,000, but we advise them to start with just ₹5,000. We have provided agencies in multiple villages, and I encourage people to buy loose incensesticks, pack them under their own brand, and sell them. Our agarbattis range from ₹70 to ₹1,000 per kg, covering categories like masala agarbatti, metallic, loban, and scented varieties.”His company manages manufacturing, wholesale distribution,trading, and retailing. The first product under the Nimbalkar brand,Shubh Muhurat, became a bestseller in Bihar. Another product, Big Magic, gained popularity in Odisha, while Kadambari dominates the market in Dina Nagar, Punjab. His brand has a market across Maharashtra, Chhattisgarh, and West Bengal.
The company has launched several successful products, including Ayodhya, Sarvanya, Shubh Labh, Ramayan, Black Gold X,Big Magic Purple, Big Magic Pink, and Big Magic Black.
Recently, three new zipper products—Kedarnath, Oscar,and Festival-have gained rapid popularity. Additionally, Nimbalkar has introduced the Varanasi Range, offering different packaging sizes such as 200g Kadambari and Shri Ram Ramayan, 120gZipper, and 400g Sarvanya, Ayodhya, and Shubh Labh. Small 20gpacks include rose, mogra, sandalwood, bela, pineapple, and an allin-one variety.
A Unique Business Model for Success
When asked about the secret behind his rapid success, Pintu explained:“Big companies operate at a 25% profit margin, but I work on just5% profit. Being from a farming background, my goal is to create employment opportunities on a large scale. My marketing strategy ensures that customers see our incense sticks as a self-employment product rather than a commercial brand. Major companies sell 10incense sticks for ₹10, but I offer 30 sticks for the same price. Our aim is to provide the best quality at affordable rates, making Nimbalkar the go-to brand for value and excellence.”
Future Plans: Expanding into New Product Categories & Exports
Looking ahead, Nimbalkar Agarbatti is set to launch new products like wet dhoop, dry incense sticks, cones, and sambrani cups. The company is also focusing on exports.“We have designed a special masala incense stick called Oudh Agarbatti, which provides fragrance for up to 24 hours with just one stick. It will be priced at ₹500 per kg and will target the international market.”
Challenges in the Industry
When discussing industry challenges, Pintu pointed out issues like credit sales and the lack of reliable distributors.“I come from a farming background and the Maratha community.No one in my family had ever run a business before. I want to prove that even a farmer’s son can create a successful company while offering top-quality products at affordable prices. I am confident that by 2030, Nimbalkar will be among India’s top 10 incense brands.”
Today, Nimbalkar Agarbatti is already recognized as one of the top10 incense brands in Vidarbha, and its journey towards national success continues.
