Labour Shortage, a major challenge in the incense industry: Gunshekhar Chettiyar
From Gondia, the fragrance of Gayatri Industries spreads Pan India Demand uphill for “Attack” in mosquito coil sticks segment
The MSME sector, particularly the agarbatti and dhoop industry, is grappling with numerous challenges, including a severe labour shortage. This issue is especially significant for handmade agarbatti products. Mr Gunshekhar Chettiyar, head of Gayatri Agarbatti Works and Industries, Gondia, shared in a conversation with Sugandh India that his ancestors were originally from Tamil Nadu and he was born and raised in Ahmedabad. He used to produce masala agarbattis for the ashram of Asaram Bapu in Ahmedabad through a company. However, due to business difficulties and a shortage of workers, he relocated his business to Gondia. He emphasised that cottage and small-scale industries strengthen the nation. He also urged the government to play its part by providing affordable electricity, water and gas to the underprivileged and labourers, helping to ease their daily hardships.
Although Gayatri Agarbatti Works andIndustries was established in 2006 andregistered Gayatri Agarbatti Works as thebrand, Mr Chettiyar had been in the agarbattibusiness for nearly three decades. He started inAhmedabad, and he used to visit Gondia for procurement. After facing several instances of fraud inbusiness dealings, he moved operations to Gondia in2004, officially launching the Gayatri Agarbatti brand in2006. When asked why he moved to Gondia despiteAhmedabad being a hub for agarbatti producers, heexplained that earlier, they used to supply Masala agarbattis to Asaram Bapu’s ashram. However,Ahmedabad faced a significant labour shortage forhandmade production. During this time, he noticed that Gondia had higher production levels and an easieravailability of workers, prompting him to relocate thebusiness. He further shared that they initially produce draw handmade agarbattis, which were in such highdemand that customers paid three months in advance tosecure their orders.
In response to a question from Sugandh India, Mr Chettiyar shared that there was a challenging phase when agarbatti production via machines faced significant issues. While everyone in the market demanded the best quality, they were unwilling to pay its price. This led them to venture into mosquito repellent agarbatti production, introducing a product under the brand name Attack, which has now become their best-selling product and is performing exceptionally well. He mentioned that they registered under the Chettiar name in 2019. Currently, they have also expanded into the production of scented agarbattis and supply non-branded ones as well. Their Aalisha an brand of Loban incense has gained immense popularity.
Moreover, Gayatri and Jamuna loban products are well received in the market. He further revealed that they are developing a unique product called Honey Loban, which features a sweet fragrance combining the essence of loban with honey. This product shall launch soon.
In response to a question, Mr Chettiyar stated that the company has always aimed to deliver the best quality products. This commitment to quality is why, when he introduced Attack, he used the finest mosquito-repellent chemicals. Unlike other products, Attack does not cause any suffocation when burned. Chemicals used complystrictly with government guidelines. He explained that while regular mosquito-repellent agarbattis typically burn for 8 to 12 hours, Attack works effectively after just50 minutes of use, protecting throughout the night.People can sleep with their windows and doors open without any issues. He mentioned that Attack has a significant market presence in Chhattisgarh, Madhya Pradesh, Uttar Pradesh, South Indian states, and local areas within Maharashtra.
Mr Chettiyar stated that the company is all set to establish Attack as a nationwide brand. While mosquito repellent agarbattis typically attract 5% GST, their product attracts 18% GST due to the usage of premium quality chemicals. Despite this, Attack remains affordable compared to other premium products with in a thousand-kilometer radius. He explained that the higher GST reflects their commitment to superior quality, which has led to a surge in repeat orders for Attack. He emphasized that the company is steadfast in building brand identity through ‘Attack’ (their flag ship product.) They are also working on scented perfumes,he remarked. Their (natural) fruity series of pineapple,muskmelon, and apple fragrances are getting an overwhelming repeat order. He highlighted their Epic Collection, which includes products from the Sudha Pavitra and Adi Anant ranges. These products are made entirely from natural ingredients. The Adi Anantfragrance is sambrani-based (dhoop), while Sudha Pavitra carries the scent of hawan samagri. Both are chemical-free. In response to a question, Mr Chettiyarshared that they have over 50 products, including 10 to12 luxury items in loose packaging. Moreover, they also do all types of repacking as per the customer needs.Their sambrani range includes four varieties: sandal,loban, natural, and herbal. Additionally, they have several products in dhoop sticks, dhoop cones, and their premium luxury collection of agarbattis, with ten to twelve products classified as premium quality.
Regarding the brand’s market presence, he explained that theirproducts are sold in Mumbai and Pune in 100g packs priced at ₹100 and ₹200. They are also planning to introduce new fragrances soon. Their retail products are available in Mumbai, Pune, and Nashik, and many customers from Canada, London, and the UK are placing orders as well. He noted that their loose products are also performing well, with Dhuna Chandan being their oldest and most popular product in Central India.
When asked about marketing, he revealed that they do not engage in active marketing. Instead, their long standing relationships and contacts effectively promote their products. Praising the contribution of Sugandh India magazine to the incense industry, he remarked that it is a leading Bilingual (Hindi and English)publication that provides comprehensive trade-related information.
