From grocery store to incense agency powerhouse: Trilok Chand Choodiwala’s three-decade journey
Aurangabad is a key city in the Marathwada region in Maharashtra. It has emerged as a distinct hub for the agarbatti market, driven by its strong religious tourism sector. The UNESCO-listed monuments and historic temples attract tourists from across the country and abroad, boosting demand for agarbattis in urban and rural areas. According to Trilok Chand Chanchal Choodiwala, head of Pooja Agency, agarbattis account for 90% of the local market. The demand for dhoop products is also rising, with growing consumer interest in bamboo-less variants. Aurangabad’s agarbatti market is well-established, with ₹10 MRP packs and ₹50 zipper packs being the top-selling products. The economy segment holds a dominant 60% share, while branded companies capture the remaining 40% with premium offerings.
Shri Trilok Chand has been in the agarbatti business since 1988, transforming a small retail operation into a large distribution network. He started with a grocery store in Kannad village, where he also sold agarbattis. A visit to Jalgaon exposed him to the success of specialised agarbatti retail shops, prompting him to rent a store in Aurangabad’s Moda Market. The business quickly gained momentum, leading him to establish a big shop with a built-in warehouse. Initially sourcing products from Jalgaon, he secured agency partnerships with Elite and Pradhan from Bengaluru. In 1990, he added Big Safari from Nagpur to his portfolio, a partnership that continues today. Currently, he distributes nearly 50 agarbatti and dhoop brands, including Parimal Mandir, Real Fragrance, Manohar, Oswal (Pune), Big Bell, S Oswal, Good Luck, Satya, Misbah, and Anand Agarbatti, alongside various other brands from Mumbai.
Shri Trilok Chand in a conversation with Sugandh India, highlighted that Big Safari, Utsav, Real, Oswal, and Manohar are the top-selling brands in his portfolio. To strengthen retail visibility—He has set up a super shop showcasing premium branded products. Managing both, wholesale and retail operations, he distributes agarbattis from nearly 50 companies, catering to a vast network of street vendors. His supply chain extends across a 100-kilometre radius in Aurangabad district, reaching approximately 3,000 retail counters. To streamline operations, he has employed three salesmen, while Parimal Mandir has provided an additional salesperson. Two salesmen manage local markets, while one oversees distribution in remote areas. The agarbatti market in Aurangabad is thriving, with the economy segment driving sales. Apart from ₹10 MRP packs, zipper packs are in high demand. Economy-range 200g, 300g, and 400g packs priced at ₹100 MRP are witnessing strong sales, with the ₹10 product category leading in volume.
Aurangabad’s incense market is overwhelmingly led by agarbattis, which account for 90% of total sales. Shri Trilok Chand identified Big Bell, Real, Utsav, Rocket, Zed Black, Cycle, and Padmini as the top-performing brands in the region. The dhoop segment holds a modest 10% market share, with Geela dhoop (wet dhoop), sukha dhoop (dry dhoop), and sambrani cups contributing around 3-4%. There is an observable trend among consumers, who are increasingly adopting [incense] products that do not contain bamboo. This shift in preference contributes to a gradual yet consistent rise in the demand for dhoop. Among wet dhoop, brands Dev Darshan, Utsav, Real, Sacche Sai, Hari Darshan, and Manthan lead the market. The ₹30 MRP zipper packs are in high demand, often accompanied by promotional offers like four free units per dozen. Pandya from Chennai, Real, Utsav, Shri Yogi from Ahmedabad, Oswal Good Luck’s Chintan, and Shreejay from Nagpur are leading brands dry dhoop category.
Aurangabad agarbatti market thrives on strong demand from street vendors. They operate with significant profit margins. According to Shri Trilok Chand, Real products are particularly popular among vendors, who purchase at ₹60 and sell for ₹150. In the Sambrani Cup segment, brands like Elite, Chintan, Real Fragrance, Siddhi Fragrance, Satya, Good Luck, Sampradayam [Delta brand], Naivedya [Cycle Pure], and Rocket dominate. The camphor market is well-established, with brands such as Bhim Saini, Shreejay, Essence, JJ Industry, Mangalam, and Saraswati leading sales. Branded products drive consumer preference, with seven out of ten customers purchasing based on brand names. On average—customers spend ₹100 per month, with sales surging during festivals, particularly for premium products. With Aurangabad’s large population, the economy and premium segments perform well. Shri Trilok Chand sees strong growth potential in the industry as the consumer base expands and companies continue to introduce new products. The agarbatti market remains a high-growth sector with significant business opportunities.
