Laddharam & Sons, Gondia: Leaders in connecting incense brands to the market
The incense and dhoop industry is steadily advancing beyond its traditional MSME framework, accompanied by significant growth in marketing strategies. This sector featured prominent companies producing incense and agencies managing supply chains even a century ago. Laddharam& Sons, based in Gondia, plays a dual role as a Clearing and Forwarding (CNF) agent and retailer for six major incense brands. Mr Ashok LaddharamThakrani, owner of Laddharam& Sons, revealed in an exclusive interview with Sugandh India that his great-grandfather migrated to India after the Partition. After that they started supplying products from leading firms such as Mysore Agarbatti Company in Mumbai, KK & Sons in Nagpur, and other Bengaluru-based brands. Their core business is centred around distributing incense. Since 1984, Laddharam& Sons has been a leading supplier of incense, dhoop, and ritual materials in Gondia serving as a C&F agent and operating retail outlets for various brands.
Mr Thakrani shared with Sugandh India that his firm has served as a CNF agent for over 20 years for leading companies, including Ashok Trading Company, Shankar Perfumery, Forest Fragrance, Karnataka Fragrance, AK Products, Saba Products, and Raj Fragrance. Their operations cover regions in Madhya Pradesh, Chhattisgarh, and Vidarbha. The firm also runs a retail shop in Gondia, stocking products from 80 to 90 branded companies such as Oriental, Alaukik, BIC, Balaji, Parimal Mandir, Mangalam, Jayant, Vijay, and Wala Perfumery. In addition to serving Maharashtra-based brands, their primary markets include Gondia, Gadchiroli, and Bhandara, along with distributor networks in various districts of Madhya Pradesh and Chhattisgarh. Thakranani acknowledged that the incense industry has become less profitable over the past three to four years due to rising competition from established and local producers, which has fragmented the market. Although demand has increased, the proliferation of players has diluted market share. Despite these challenges, Laddharam& Sons continues to thrive. The Gondia market, though modest in size, remains crucial due to the firm’s four-decade-long presence and its expanding business across neighbouring states and districts.
Mr Thakrani highlighted a surge in demand for dhoop, noting that while wet dhoop has long been a staple, new markets have emerged for dry sticks and bamboo-less dhoop. Previously, the market was dominated by suppliers like Mysore Dhoop Sugandh Company and Lakshmi Company. However, the entry of Hari Darshan significantly boosted the popularity of traditional wet dhoop. Thakrani pointed out that traditional wet dhoop products remain highly sought after, countering the misconception that it is used solely by street vendors and small shopkeepers. He confirmed its widespread use in households as well. Regarding agarbattis, Thakrani reported a strong demand for premium products, particularly during festivals and religious ceremonies, when ₹200 packets are sold easily. Throughout the year, budget-friendly choices like ₹10 and ₹20 boxes and ₹50 zipper packs tend to take the lead in the market. In rural areas, while smaller boxes initially had the upper hand, zipper packs are now gaining popularity. The most preferred option is the jumbo zipper pack, which provides greater value. A 400g pack, priced at ₹100, can last a family one to two months and sells consistently.
Mr Thakrani highlighted the high demand for products like Sona-Chandi, Balaji, Bharat Darshan, Bharatvasi, Forest, Karnataka Fragrance, Shankar, and Alaukik at their counter. Zed Black and Cycle Pure also maintain steady sales. Mr Thakrani noted that customers frequently seek new fragrances and recently launched products, with Cycle Pure, a proven choice due to its quality. He stated that their sales are divided into 70% from agarbatti and 30% from dhoop products, which include wet dhoop, dry sticks, bamboo-less dhoop, and sambrani. Among wet dhoop, brands like Zed Black, Cycle Pure, Pioneer, Grah Shanti, Raunak Fragrance, and Hari Darshan perform well, with most packs priced between ₹10 and ₹20. In the premium wet dhoop category, brands such as Balaji, Raunak AR Products, and Forest offer 100g packs priced at ₹50. Thakrani also mentioned that ₹20 zipper packs and ₹50 premium dhoop products are popular among customers. Notably, the ₹20 pack from Manthan remains their top-selling product.
Mr Ashok LaddharamThakranani reported strong performance for dry sticks from brands such as Forest and Karnataka Fragrance. He noted that product sales often hinge on shopkeepers’ recommendations, as customers trust their advice on superior brands. Among dry sticks, products priced at ₹50 are the most popular. For sambrani sticks, Lakshmi and Shriphal are in high demand, while in sambrani cups, Karnataka Fragrance, Forest, Raunak, and Cycle Pure’s Naivedya are customer favourites. In the camphor category, Mangalam leads, but brands like 555, 505, 333, and Saraswati also perform well, driven by the presence of local producers such as Swami and Ganesh. In the sandalwood tilak segment, Hari Darshan dominates as a pioneer, with its paste tilak, priced at ₹25, being the top seller. Popular brands for Ashtagandh include Krishna Murari, Dev Darshan, and Manohar. In perfumes and roll-ons, Wala Bhavnagar and Saba Fragrance show steady sales, but Aerochem remains the best-selling brand due to its superior quality and competitive pricing. Nemat’s Majmua and Magnet are also popular choices. Thakrani noted that the average customer spends ₹100 to ₹200 monthly on these products, with only 30-40% of customers making purchases based on brand names.
