Mitti-Amber Attar perfume presented in G-20 is a pride for the perfume industry: Devendra Sugandhi
Damodardas Bhagwandas Sugandhi has been a big name in the incense stick-perfume industry since 1872.
It is a matter of great pride for the Indian fragrance industry that the “mitti” and “amber” attar perfumes from Kannauj were gifted to the guests from all over the world at the G-20 Summit held in Delhi last month. The fragrance industry is now being recognized as a heritage. This also shows the world that along with other sectors, India is also innovating and becoming one of the best in the global perfume and fragrance industry whule keeping its traditions. Mr.Devendra Tribhuvandas Sugandhi, head of the 150 year old Damodar Das Bhagwan Das Sugandhi, said in a special conversation with Sugandh India that people have now started giving the best quality incense sticks and perfumes in the form of gift packs in the country and abroad. Even big film actors, producers, singers and politicians take perfumes and incense sticks from their showroom in gift packing. In response to a question from Sugandh India, Mr. Sugandhi said that the market for premium range products is growing rapidly. Medium 100 gram pack with MRP of Rs 250. Now its demand is very high. Today’s young generation, which earlier used to prefer deos and sprays, is now preferring Attar, incense sticks, cups and incense. In response to a question, he said that the young generation wants something different and new, but it is important to have a traditional touch as well. That is why Champa, Bela, Hina Shamama, Oud, etc. are being liked a lot.
Damodardas Bhagwan Das Sugandhi was established in 1872 in Ravivar Peth, Pune. Mr Devendra belongs to the sixth generation of that family and has inherited the skill of making premium quality incense sticks, masala incense sticks and perfumes. He said that the fragrance trend from 20-30 years ago has started growing in the market again. People want the Bela, Champa, Shamama, Sandal, and Oud in new form. That’s why we tried fusion in which multiple fragrances are mixed to make one fragrance. Arabic fragrances have been blended into the traditional. Blend of rose and oud has come out as a great new fragrance. On the question regarding the new range of premium quality, he said that the company focuses more on premium only because that is what works. In response to a question regarding economy range products, he said that people who like our products prefer premium products more.
In response to a question from Sugandh India, he said that the market for premium products is growing in the domestic markets rather than exports. Instability in European and other overseas markets is observed. The demand for Attar and Bakhoor has grown once again. In response to a question, he said that our brand is growing rapidly in Assam, Uttar Pradesh and Delhi NCR. Subsequently, the demand has also increased in Hyderabad and Kerala. In the past, customers in UP preferred sweet and mild fragrances whereas in the South, it was just the opposite. Now it has chamged and the customers in UP are also going for high-toned fragrances, thus aiding us towards bigger opportunities.
Vraj is a new product in traditional attar range. It has notes of Mitti attar ( smell of wet clay). Blended with 60% attar and essential oils. He added that Ekya is another attar that is a blend of traditional patchouli with a western touch. Apart from this, the recently launched Peshwai Attar has been a top seller, it is inspired from fragrance from of the times of Peshwa Raj and Maratha warriors documented in the history. He said that the demand for Shamama and natural tone in Oud has increased. Earlier there was a trend of fancy Oudh, which has changed. He said that the process of making attar is conventional and Kannauj is the hub.
The mitti attar is made only in Kannauj. In response to a question, he said that till now we have been working only on incense sticks and attar, but now we are preparing to launch Bakhoor incense soon, which will be available by the next season.
The history of Damodardas Bhagwandas is very old and it is inspirational for the fragrance and incense sticks industry. Damodardas and Bhagwan Das were maternal uncle and nephew. This family manufactured incense sticks in 1872. The family also has documents which show that the British government had registered the company’s trademark in 1908-09. During the period 1929-30, incense sticks of this company were exported to Britain and South Africa. Premium products were exported to Africa at Addis Ababa and Zanzibar ports. Kaanta chhaap and Pushp brands were the best-selling products. In 1952, the company expanded exports to South Africa, Kenya and the Middle East and at that time the company’s brand called Bulbule Arab was very popular. At that time, goods were transported by ship and when the goods were seized in the market, they were sold in black.
Mr.Devendra said that the company’s products were used by the Kings, Maharajas, Nawabs, Peshwas and affluent people of the bygone era. At that time Raj Darbar brand Agarbatti was very much liked by the Gaekwad royal family and the Sultan of Junagadh of Gujarat. Most products made from musk, amber and sandalwood were sold at that time. He said that recently there was a program for the grandson of famous singer Kumar Gandharva in Pune. Someone gave him a gift there. After this, he came to our showroom. During the conversation, it came to light that his grandfather also used to come to our shop. In this way, even today our products are liked by common people as well as elite people of the society. In response to a question, he said that in ancient times, high-quality raw materials and premium products were sold, but in the meantime, chemical and synthetic materials started being used, but now once again people prefer traditional, natural and herbal products. Have been. That is why the company has launched new products in the pattern of its traditional perfumes. The company is not in favour of introducing a new range of products every month. This is why the 150 years old company still has only 40 ranges of products, but all of them have their own special identity in the market.
