Mahakaal: A Rising Brand By Raunak Enterprises
Delhi Agarbatti Co. a renowned and reputed name in the incense industry - Rajesh Pandit
Delhi Agarbatti Co. is a prominent player in the incense manufacturing, trading, and job work. The company a couple of years ago started Raunak Enterprises and stepped into branded incense manufacturing under the brand name Mahakaal. Mahakaal brand incense products hold a significant market presence across states including Bihar, Jharkhand and West Bengal. In addition to incense production, the company specialises in crafting handmade agarbattis, with a substantial portion exported to countries such as South Chile, West Indies, Dubai, Indonesia, and Mauritius. Moreover, the company imports bamboo sticks and wood powder from China and Vietnam. Mr. Rajesh Pandit and Mr. Raju Pandit are the heads of the company. Mr. Rajesh Pandit credits the “Sugandh India” expo held in June 2024 in Varanasi for elevating their industry recognition and facilitating valuable market connections. Delhi Agarbatti Co. was founded in 1980 by Mr. Mukhlal Pandit. The company since then has continuously surged ahead in the competitive incense industry.
In a special interview with Sugandh India, Mr. Rajesh Pandit revealed that they started raw dhoop production under the banner of Ronak Enterprises and further started the production of branded incense products under the brand Mahakaal. He recounted the early challenges faced by his father in establishing the business, initially focusing on handmade agarbattis.Post-1990, the company diversified into producing incense sticks and cones, alongside continuing handmade production and job work services. The initiation of exports marked a significant milestone. In 2021, Raunak Enterprises was started, and under it the Mahakaal brand. The company started taking part in expos from 2023 and participation in the 2024 Sugandh India Expo further boosted their industry standing.
When asked about the challenges in the industry, Mr Pandit acknowledged their existence but expressed gratitude for the strong network of friends in the market that has helped navigate any crises. He elaborated on the inspiration behind the Mahakaal brand name, citing their family’s devotion to Lord Shiva (Shankar ji), whose worship is synonymous with the month of Savan. This spiritual connection influenced the decision to name their brand Mahakaal from the outset. Under the Mahakaal brand, the company offers 75 distinct ranges encompassing incense, fragrances, cones, sticks, and sambrani products. Mr. Pandit highlighted the company’s focus on two main segments: affordable products catering to the middle class and premium, luxury items known for their superior quality.
In response to inquiries about the company’s expansion plans, Mr Pandit indicated their upcoming venture into the markets of Haryana, Punjab, and Rajasthan. Addressing export queries, he noted the preference abroad for lighter perfumes compared to the Indian market’s preference for scents such as champa, rose, mogra, and sandalwood. Overseas demand leans towards fruity, Kamasutra, and erotic fragrances. Looking ahead, Mr Pandit revealed plans to introduce jar packaging by 2025 and commence production of longer incense sticks.
Regarding the growing popularity of bamboo-less incense products, he acknowledged its rapid rise, citing religious sentiments against burning bamboo. He also discussed market competition, emphasizing their commitment to continuous improvement in quality and pricing to compete with larger firms. Their product range includes all types of incense sticks, zipper incense, and cones. They recently launched the “Anytime” series under Mahakaal Brand showcased at the Sugandh India Expo in Varanasi. Mr Pandit stressed their ongoing effort to tailor fragrances to meet regional consumer preferences across states.
