Ludhiana is the hub of the incense business in Punjab : Vinay Kumar Sood
Vinay Kumar Sood, a prominent manufacturer and super stockist in the agarbatti business, operates under the banner of “Shri Krishna Products.” His business spans Punjab, Haryana, Himachal Pradesh, Delhi, and Jammu & Kashmir, where he also sells products from various branded companies. In a recent interview with Sugandh India, Sood revealed that Ludhiana is the largest hub for agarbattis and dhoop in Punjab. He emphasised that the market for dhoop and agarbatti in Ludhiana is comparable in size to the overall incense market in Punjab. He explained that the state has three distinct regions: Doaba, Majha, and Malwa, with Ludhiana located in Malwa as the largest market. Sood highlighted the flourishing business in dhoop sticks throughout these regions, noting that cities such as Amritsar, Ludhiana, and Jalandhar have a strong presence for premium products. He provided a breakdown of the districts in these areas: Doaba includes Hoshiarpur, Ropar, and Jalandhar; Majha comprises Amritsar, Gurdaspur, while Malwa features Moga, Faridkot, and Firozpur, Patiala, Sangrur, and Bathinda. Mr Sood has been associated with the incense industry since 1981 and was initially in Amritsar. His agency, Sai Ram Agencies, has been operational since 1999. Before this, he worked as a super stockist and distributor for Bengaluru companies such as B. V. Aswathiah& Bros, Ganga Products, and Orkay Fragrances, already engaging with markets across five northern states at that time.
In addition to promoting his brand, “Shri Krishna Products,” Vinay Kumar Sood serves as the super stockist for several well-known brands, including Shakuntala and Real Fragrance. His incense products sell across Punjab, Himachal Pradesh, Chandigarh, Delhi, and Jammu & Kashmir. Sood shared that his decision to settle in Hoshiarpur was influenced by his father’s emotional connection to the area, who hoped that one of his sons would establish a business there. He began his journey with ZED Black, where he had its agency for four years, supported by a marketing team. Once ZED Black established a depot, he launched his brand. Shri Krishna Products focuses exclusively on the manufacture of agarbattis, offering a diverse range of fragrances with an MRP ranging from ₹5 to ₹100 per packet. His product line consists of 70% black and 30% white agarbattis. In addition to selling his products, Sood operates as a super stockist through a network of 125 distributors across the five northern states.
In a recent discussion, Vinay Kumar Sood highlighted that some five years back most products were sold at lower price points, with MRPs of ₹5, ₹10, and ₹20. However, over the past 3-4 years, there has been a noticeable shift towards premium products, particularly those priced at ₹50 and ₹100, which have seen rapid growth. Sood explained that the economy segment constitutes approximately 50% of the market, encompassing products priced at ₹5, ₹10, and ₹20. Products with an MRP of ₹50 account for about 30-35% of sales, while premium offerings represent around 15-20%. He identified some of the leading agarbatti brands in the region, including ZED Black, Balaji, Shakuntala, and Real, with a few other brands also making an appearance. When discussing the market for dhoop, Sood pointed out that agarbattis and dhoop each contribute 50% of sales in the area.
Vinay Kumar Sood shed light on the origins of dhoop (fragrant sticks) in Himachal Pradesh and Punjab. He explained that traditional dhoop was crafted by grinding the bark of a specific tree along with 4-5 herbs, mixed with desi ghee, producing a high-quality product. Today, the cost of producing this authentic dhoop ranges from ₹600 to ₹700 per kilo, while it is available in the market for just ₹50 to ₹100 per kilo. He indicated that the most common products in the dhoop market are priced at ₹5, ₹10, and ₹20. Among the best-selling brands are ITC’s Mangaldeep and Devdarshan, alongside Manthan, which also holds a place in the market. He highlighted that the popularity of various dhoopbrands can vary significantly depending on the region.
In response to a question, Mr Vinay Kumar Sood highlighted the rapid expansion of the dhoop stick market, particularly for dry sticks, cones, and sambrani cups. He noted that brands such as God Gift, Hari Darshan, and BIC are becoming increasingly popular in the dry stick segment. Dry sticks are experiencing more sales than traditional wet dhoop. Products in this category are available at various price points, including ₹10, ₹50, and ₹100. Sood observed that the market for sambrani cups is also growing swiftly, with brands like Shakuntala’s Divyam, Himalaya, Delta, and his brand, Shri Krishna Sambrani, gaining traction. Additionally, Cycle Naivedya continues to maintain a presence in the market. He further pointed out that the demand for camphor is rising in Punjab, with the Saraswati brand leading in this segment. Ratlam-based Aerochem brand ranks top in the perfume and roll-on category, while Balaji is popular among premium products. Moreover, Hari Darshan is the preferred brand for sandalwood tika.
