Higher Demand for Quality and Premium Products in Siliguri Market: Sudip Rai
The agarbatti products market of North Bengal in West Bengal is completely different from that of South Bengal. There is a significant difference in food habits, lifestyle, economic conditions, and taste between the two regions. In the Siliguri market of North Bengal, about 30% demand is for premium agarbatti products. Around 40% falls under the economy segment, while the remaining market is for medium-range products. Sharing this information, Mr. Sudip Rai, head of Lakshmi Perfumery Products, told Sugandh India that in South Bengal, a pack with an MRP of ₹5 sells easily, but it does not work here. In rural areas where there is a mixed population, it works a little. That is why Shakunthala’s ₹5 pack of 1234 sells. Especially ₹5 products here are sold by local brands around temples.
In a conversation with Sugandh India, Mr. Sudip Rai said that his father started trading in 2006. Before that, they were into manufacturing. The first trading opportunity came with the Good News brand of SJS Company from Bengaluru. That product performed very well in trading. After that, he took over the business in 2014, and currently heir firm is a super stockist for Koyas, Vijay Agarbatti Ahmedabad, Jain Products Ratlam, Shraddha Perfumery, and Maharaja brand of Patna. He said that Koyas company also has a sales team of around 6-7 people active in the market. Lakshmi Perfumery’s network in North Bengal extends from Malda to the Assam border, Alipurdwar. Apart from this, supplies are made to Gangtok, Darjeeling, and Sikkim. He said that around 50 distributors work with them.
He told Sugandh India that most large companies have to operate from Siliguri, as it is a major center of North Bengal. Replying to a question about the Siliguri agarbatti market, he said that quality and low-priced products sell well here. In rural and tea garden areas, packs of ₹10 and ₹20 sell, but in Siliguri, most customers demand premium products. He said that the ₹20 pouch pack has just started in Siliguri, while it sells well in outer areas. In Siliguri, packs of 40-50 grams priced at ₹25 are quite popular. Major brands here include ITC, Zed Black, Koyas, Darshan International, and Moksh, which have a strong market presence. He added that the market for bamboo-less products is growing and the share of dhoop products has reached around 40%.
Responding to another question from Sugandh India, Mr. Sudip said that wet dhoop has less demand across North Bengal, while dry sticks have the highest demand. In wet dhoop, Zed Black’s Manthan sells the most. Its marketing is aggressive and comes with many schemes. Apart from this, products from companies like Mangaldeep, Tez, Hari Darshan, Koyas, Rocket, etc., also sell. In sambrani cups, Cycle’s Naivedya, Koyas, Tez, Delta, and Vijay all perform well. Koyas’ 100-stick packs like Har-Har Mahadev and Nexa Blue sell very strongly. Its Nexa Green, Nexa Floral, Amar Bangla, and Tez’s Sai also have good demand in the market.
Mr. Sudip told Sugandh India that the main market for agarbatti and dhoop products here is Naiveda and Vidhan Market, where there is also a large market for puja materials, and maximum sales happen there. Apart from this, they also sell well at paan shops and general stores. Answering another question, he said that Koyas runs targeted schemes and also offers schemes on specific items. Nexa Blue has several schemes, including scratch coupons and bedsheets in 100-stick packs. On achieving targets, the company also offers tours, televisions, ACs, and other items as gifts. He said that Koyas has a team of 7 people continuously active in the market. In response to another question, he said that agarbatti trading is like an addiction—once people enter this business, they cannot leave it. Despite low margins and credit-related challenges,people continue to stay in the trade.
