KTR Brand to Go Nationwide: Pramod Agarwal
100 Years of Fragrance and Tradition: Kallumal Tarachand Agarwal
Kallumal Tarachand Agarwal firm located in Begum Bazaar, Hyderabad is an old and reputed shop of incense sticks and pooja related items. The firm was established in 1923. In an exclusive interview with Sugandh India, Mr. Pramod Agarwal, head of Kallumal Tarachand Agarwal firm, informed that established a century ago… this long-standing business then, focused on Ayurvedic medicines and their raw materials. He added that the company ventured into the agarbatti business around the turn of the century. Initially, they sold camphor for puja ceremonies as part of their Ayurvedic offerings. As demand for agarbattis grew, they began stocking them. Over time, as interest in other puja items increased, they chose to segregate this aspect of their business. Under the KTR brand, the company manufactures incense products and retails products from different manufacturers. Their retail shop features products from well-known brands such as Cycle Pure, Zed Black, Padmini, Ambika, Balaji, Utsav, Real Fragrance, and ITC, alongside various puja and ritual materials.
The KTR brand, a subset of the Aastha brand, manufactures forty different types of incense products such as agarbattis, dhoop, sambrani cups, havan samagri, dhoop sticks, chandan tika, kumkum etc. Pramod Agarwal noted that KTR began production approximately a decade ago. Over the past two to three years, the company has significantly increased its production and supply, expanding distribution across Telangana, including Karimnagar, Kurnool, and Guntur. They also plan to extend the KTR brand to a pan-India level soon. Their incense products are known for their high quality, whether in the economy or premium range. The economy range starts at ₹150 for a 500 sicks pack, while the premium range costs ₹50 for 70 sticks. KTR products are known for their longer burning time. Mr Agarwal emphasised that KTR’s superior quality is driving rapid market growth. The company will create large vacancies for distributors and wholesalers to witness growth in the expansion plan.
Cycle Pure is the top-selling brand in Hyderabad, remarked Pramod Agarwal, followed by; Zed Black, Padmini, Ambika, Balaji, Utsav, and Real Fragrance. He mentioned that the most popular products are those priced between ₹5 and ₹50, with the highest demand for items costing ₹20 to ₹30. In response to a question, he stated that agarbattis are the most popular item. Only a few people buy dhoop and agarbattis together. He noted that, in retail, agarbattis also sell the most. Hari Darshan, Manthan (Zed Black) and Aastha (KTR) are popular dhoop products. Dhoop products priced at ₹25 to ₹30 MRP are in high demand. Naivedya (Cycle Pure) is quite a popular brand in the sambrani cup segment, followed by Ambika and other brands.
In response to a query, Pramod Agarwal revealed that only high-quality camphor is sold in their shop, with Swastik being the leading brand, followed by Ambika and Bansi. Cheaper camphor predominantly sells in interior areas. He highlighted that KTR’s chandan tika is the most popular item in their retail shop, with DS products also performing well. Hari Darshan and Manohar Sugandhi are among the other favoured brands. Agarwal noted that customers prefer a light orange colour for chandan tika locally, whereas bright colours are more popular in North India but less so here. Powder is the most commonly used form of chandan tika. Perfume is an essential item for puja and rituals. In the mosquito repellent category, brands like Dus Ka Dum, Godzilla, and Night Dragon are in demand.
In response to a question from Sugandh India, Mr Amit explained that he assumed control of the business in 2000. Although the company faced numerous challenges then, it gradually found solutions. He highlighted that the company appointed Amisha Patel as its brand ambassador. Upon taking over, they introduced a pack of 100 sticks for ₹5, known as Radha 100 agarbatti, which quickly gained popularity. He noted that the market in Chhattisgarh is straightforward and reliable—the people say what they mean and do what they say. Consumers in this region prefer agarbatti with the highest quantity and weight at the lowest price, which likely led to the introduction of half-kilogram and 1-kilogram packs in the country. He added that external products do not perform well in this market. Due to high transportation costs and distances, these products become expensive. In contrast, the local market demands more affordable, heavier, and more basic-smelling agarbatti, which local manufacturers can easily provide.
Mr Ahuja informed Sugandh India that, in the past, families made agarbatti at home, but this practice has ceased. Currently, three to four large local producers supply not only within the state but also to neighbouring states. He highlighted the rapid growth of the agarbatti market in Chhattisgarh. The introduction of machinery has reduced the number of small players and increased production costs. Raipur and Bilaspur in Chhattisgarh serve as major centres for agarbatti production, from which supplies are dispatched to various states. The company also exports products to Bangladesh, Nepal, and Thailand. He observed that the market has evolved, with consumers now favouring fragrances and seeking novelty. This shift has led to a growing demand for fruity and scented products. The packaging has progressed; following the use of pouches, jar packs have been introduced, with further changes anticipated, including the introduction of a 5-kilogram pack in the future. He noted that 5-rupee and 10-rupee boxes are used for temple worship and rituals. The volume of cheaper products is substantial. For instance, if products worth 5 lakh rupees are sold at 1 or 2 rupees each, the same volume of goods would cost 50 lakh rupees if sold by branded companies.
He also mentioned that the average customer spends ₹500 to ₹700 per month on puja materials, with this amount rising to ₹2,000 to ₹3,000 during festivals such as Ganesh Chaturthi and Diwali. Of ten customers, five purchase products based on brand names, while the remaining five buy according to recommendations for the best quality.
