KOYAS AGARBATHIA Legacy Built on Trust, Fragrance and Consistency
OUR GOAL IS TO BUILD A BRAND THAT OUTLIVES INDIVIDUALS & IS RESPECTED FOR INTEGRITY.
ABDUL NAZEER (HEAD, KOYAS AGARBATHI)
With nearly five decades of heritage rooted in Bengaluru’s rich incense tradition, KoyasAgarbathi stands as a shining example of how ethical business practices, deep fragrance knowledge, and consistent quality can build a brand that generations trust. Today, as a third-generation family enterprise, Koyas continues to evolve with changing markets while staying firmly grounded in its original values. In an exclusive interaction with Sugandh India, Mr. Abdul Nazeer, Head of KoyasAgarbathi, shares insights into the company’s journey, market expansion, FMCG diversification, export strategy, fragrance philosophy, and his vision for the future.
A Journey That Began with Ethics and Indian Traditions
Sharing the history of Koyas, Abdul Nazeer said that the journey began in 1975, when his grandfather migrated from Calicut, Kerala, to Bengaluru and laid the foundation of the business with a simple but powerful belief — to conduct business ethically and deliver honest quality rooted in Indian traditions. He explained that what started as a small effort to supply agarbattis suited to traditional fragrance preferences gradually grew into a trusted name in the market.
He added that today Koyas stands as a third-generation family-run enterprise, with each generation actively involved in specific verticals such as manufacturing, fragrance development, sales, distribution, and operations. According to him, this clear division of responsibility, combined with shared values, has helped the company grow in a structured and sustainable manner while maintaining long-term relationships with trade partners.
Growing Within Bengaluru’s Incense Ecosystem
Talking about the early years, Abdul Nazeer said that Koyas’ roots are firmly planted in Bengaluru, a city long associated with India’s incense tradition. He explained that the initial focus was on understanding the market, sourcing quality raw materials, refining fragrance blends, and building strong trade relationships.
He further shared that Bengaluru’s skilled workforce and established incense ecosystem played a major role in shaping the company’s manufacturing capabilities. Growth during those years, he said, was gradual and organic, driven mainly by repeat demand and word-of-mouth reputation, which helped build the foundation of trust and respect for the craft that still defines Koyas today.
Early Exposure and a Clear Vision for Modernisation
Speaking about his personal journey, Abdul Nazeer said that his connection with the incense business started at a very young age. Even during his degree days, he accompanied his father in incense production and gained hands-on exposure to manufacturing processes and raw material procurement.
He explained that this early involvement helped him understand that before selling any product, one must first understand how it is made and how its quality can be improved. He added that in 2016, he formally stepped into the marketing and brand-building side of the business with a clear vision to modernise operations while preserving the soul of the brand and evolving Koyas into a more structured FMCG organisation.
Strategic Shifts Towards Brand-Driven Growth
Explaining the changes introduced after taking an active leadership role, Abdul Nazeer said that the focus was on strengthening systems for long-term growth. He highlighted key initiatives such as improved quality control and standardisation, expanded fragrance development capabilities, and investments in better packaging and brand visibility.
He also shared that the company worked towards building a wider and more organised distributor network while entering adjacent FMCG categories aligned with household consumption. According to him, these strategic moves helped Koyas shift from being mainly product-driven to becoming more brand-driven, without compromising on its core values.
What the Name ‘Koyas’ Should Represent
When asked what he would like people to associate with the brand, Abdul Nazeer said that the three words he would choose are trust in quality, timeless fragrance, and consistent performance. He explained that instead of chasing short-term excitement, the company focuses on building long-term consumer confidence through dependable product experience.
Key Turning Points in the Growth Journey
Reflecting on the milestones that shaped the company’s expansion, Abdul Nazeer said that several turning points played an important role, including capacity expansion to meet growing demand, the launch of strong mass-market SKUs, and entry into new state markets.
He added that strengthening distributor partnerships was another critical phase, as it helped improve market execution and reach. According to him, each stage allowed Koyas to scale responsibly while staying aligned with its long-standing values.
Expanding from Incense to FMCG Home-Care Products
Explaining the broader product portfolio, Abdul Nazeer said that while agarbattis remain the company’s core category, Koyas has gradually expanded into complementary FMCG segments aligned with daily worship and household usage.
He shared that the portfolio now includes products such as floor cleaners, dishwash gels, glass cleaners, candles, and lamp oil. He emphasised that every product is developed with the same focus on quality, consistency, and value that defines Koyas’ incense products.
Serving Multiple Customer Segments
Talking about the markets Koyas caters to, Abdul Nazeer said that the company serves both premium and mass segments, as well as retail, wholesale, religious institutions, and modern trade channels. He explained that this wide reach helps Koyas remain relevant across traditional and contemporary markets while maintaining uniform quality standards.
Top Performing Agarbatti SKUs
Discussing product performance, Abdul Nazeer said that the company’s top SKUs are primarily in the agarbatti category and are driven by strong repeat demand across regions rather than short-term novelty appeal.
He listed the top five SKUs as:
Maya Supreme, Nexa Blue, Wild Stone, White Aroma, and Vishnu Leela.
Strongest Markets and Emerging Growth States
Sharing state-wise market performance, Abdul Nazeer said that until 2024, Kerala and Tamil Nadu contributed the major share of volumes. However, over the last three years, West Bengal has emerged as the strongest market, with brands like Nexa Blue and Amar Bangla receiving strong acceptance.
He also mentioned that states such as Bihar, Uttar Pradesh, and Odisha are showing strong growth momentum and are gradually becoming important markets for the company.
Untapped Potential in Tier-2 and Tier-3 Towns
On future demand, Abdul Nazeer said that Tier-2 and Tier-3 towns offer significant untapped potential, especially for value-driven incense products with consistent fragrance performance.
He added that export demand for Indian fragrances is also increasing steadily, creating further opportunities beyond domestic markets.
Distribution Backbone and Market Reach
Explaining the distribution model, Abdul Nazeer said that Koyas primarily operates through a distributor-driven network supported by strong super-stockist partnerships. He shared that the company currently runs 10 company-owned depots across India and plans to add five more depots this year to improve supply efficiency.
He further stated that more than 400 sales personnel support market execution nationwide, helping the company grow both its incense business and new FMCG home-care categories. Alongside physical distribution, he said the company is also increasing its focus on online sales through major e-commerce platforms.
Export Presence and International Markets
Talking about exports, Abdul Nazeer said that Koyas is present in select international markets where Indian diaspora demand is strong. He shared that the company currently exports to the Middle East, Mauritius, Chile, and Malaysia.
Managing Export Challenges
Discussing export-related challenges, Abdul Nazeer explained that each country has different regulatory frameworks, certification requirements, and import norms that must be strictly followed.
He added that fragrance preferences also vary across regions, often requiring reformulation, while packaging and labelling regulations demand careful compliance. Logistics and freight cost management, he said, are also critical to maintaining product quality during transit. However, with experience and reliable partners, these challenges become manageable systems rather than obstacles.
How New Fragrances Are Finalised
Explaining fragrance development, Abdul Nazeer said that new launches are guided by a combination of market trends, distributor and retailer feedback, consumer preference shifts, and internal perfumery innovation.
He added that the company avoids rushing new launches and ensures that every fragrance demonstrates longevity, consistency, and strong repeat acceptance before scaling.
Balancing Tradition with Modern Preferences
On managing changing tastes, Abdul Nazeer said that traditional fragrances remain the backbone of the brand, while modern preferences are addressed through subtle enhancements rather than complete changes.
Advice for New Entrepreneurs
Sharing advice for newcomers to the incense industry, Abdul Nazeer said that entrepreneurs should focus on quality, patience, and relationships, as this is not a shortcut business and long-term consistency and ethical practices determine survival.
Guidance for Distributors and Retailers
Addressing distributors, Abdul Nazeer said they should choose brands with strong manufacturing capabilities, a clear long-term vision, and ethical business practices, rather than focusing only on short-term schemes.
For retailers, he advised maintaining variety, understanding local fragrance demand, avoiding overstocking slow-moving products, and building trust with repeat customers.
Real Industry Trends Versus Temporary Hype
Talking about market trends, Abdul Nazeer said that long-lasting trends include demand for consistent quality, value-for-money products, and traditional fragrances with emotional connect.
He added that novelty fragrances and excessive premiumisation without real performance tend to be temporary, as consumers eventually return to authenticity and reliability.
Positioning Against National and Local Brands
Explaining Koyas’ competitive positioning, Abdul Nazeer said that the company focuses on being a reliable and value-driven brand that builds loyalty through consistent performance rather than aggressive noise or discount-led strategies.
What the Future Holds for Koyas
Looking ahead to 2026 and beyond, Abdul Nazeer said that the company will focus on new product formats, selective premium offerings, wider geographic expansion, and stronger export presence.
He added that continuous investments in brand building, quality enhancement, and process improvements will remain a priority to ensure that growth aligns with the trust associated with the Koyas name.
Defining Long-Term Success
Concluding the interaction, Abdul Nazeer said that for him personally, long-term success means building a brand that outlives individuals and is respected by the trade, trusted by consumers, and known for integrity.
For Koyas, he said, success means steady and sustainable growth, strong long-term relationships, and staying rooted in values while evolving with time.
