NAGMANI AGARBATTI: Known for its quality in Vidarbha
We Ensure Quality and Purity in our products for Temples and Spirituality: Bholenath Ghatakhaye
Nagmani Agarbatti Bhandar, a leading incense brand in the Vidarbha region, has built its reputation on quality and purity. Bholenath Govind Rao Ghatakhaye, the founder and head, highlighted his commitment to ensuring that his products meet consumers’ spiritual and cultural expectations. “In producing incense used for religious off erings, I avoid any raw materials that could desecrate temple sanctity,” he stated during a conversation with Sugandh India. Founded in 1984, the company prioritises strict quality control over its 26 product ranges. MrGhatakhaye explained that he oversees the sourcing and processing of raw materials and fragrances to maintain high standards. “I pay close attention to the grinding and quality of raw materials,” he said, attributing this dedication to the brand’s enduring popularity. While the company has developed around 50 fragrances over the last four decades, not all have been launched. MrGhatakhaye prefers a selective approach, releasing only thoroughly tested and refi ned products. “I take my time and launch only the best quality products after thorough preparation,” he added, underscoring his long-term focus on quality over quantity.
Mr. Ghatakhaye ’s journey into the agarbatti industry reflects his entrepreneurial spirit and personal dedication. Despite being a top performer in school, he chose not to pursue a conventional job, instead focusing on creating his business ventures. From a young age, he was drawn to business, influenced by his close friends from the Gujarati, Marwari, and Bohra communities. “When I was 9 years old, my mother passed away. My father raised me and worked very hard for it,” he shared. “In such a situation, taking a job would have required me to leave the city, and I could not accept that. If I worked outside the city, I would only be able to return home after weeks or months, like a guest. I always wanted to stay with my father.” Societal expectations at the time placed significant importance on securing government jobs, especially when it came to marriage prospects. Yielding briefly to this pressure, MrGhatakhaye attempted employment twice. However, he resigned both times on the same day, unable to commit to a path that took him away from his home and family. Instead, he ventured into business. He initially started with a bicycle-shop and later ran a grocery shop with a partner. Though these early efforts generated some profit, his ambition and vision ultimately led him to establish Nagmani Agarbatti Bhandar, a brand now synonymous with quality and tradition in Vidarbha.
In response to a question, MrGhatakhaye shared the challenges he faced in his early business journey, including a betrayal by his business partner. “My partner betrayed me. He primarily handled collections in the market but started pocketing the money. Eventually, the partnership broke, and I suffered significant losses,” he revealed. Determined to rebuild, MrGhatakhayeborrowed ₹150 from his father to restart his business. “These ₹150 came from the ₹144 scholarship I had earned for being on the merit list. The business I run today began with just₹150,” he said. When asked about the brand name, he explained, “The name [Nagmani] was always there. I disassociated my partner and continued the firm on my own.” Nagmani Agarbatti Bhandar’s initial products, Zarina and Charlie, quickly gained popularity. “These products were so famous that they spread from Nagpur to Vidarbha and eventually to Madhya Pradesh,”MrGhatakhaye recalled. The high-quality fragrances and raw materials used in these agarbattis made a significant impact on the market. “The fragrance and quality created quite a stir in the agarbatti industry. People began inspecting the quality and raw materials because the raw materials I used were damn expensive. Other companies could not offer such quality at such affordable prices,” he added, highlighting the foundation of the company’s success.
MrGhatakhaye, the visionary behind Nagmani Agarbatti Bhandar, continues to redefine the agarbatti market with his unwavering focus on quality and affordability. Speaking about one of his groundbreaking launches, he shared, “We introduced Gold Sandal agarbatti, weighing 17 grams and priced at just₹2. This created a stir as people wondered how such high-quality products could be offered at such a low price.” Over the years, MrGhatakhaye has expanded the company portfolio to include 26 varieties of agarbattis, each maintaining the highest quality standards. “I have never compromised on quality. While others look for cheaper alternatives, I use imported raw materials from Vietnam,” he explained. MrGhatakhaye’s commitment to sourcing the best materials has earned the trust of his customers. “When people asked how I could deliver the best products at such affordable prices, I clearly stated that I prioritise the quality of raw materials above everything else. Eventually, people understood this.” Today, popular offerings such as Sansar, Mogra, Ganesh, Chandan, and Gulab, priced at an MRP of ₹10, dominate the market due to their high demand. The company has also ventured into dhoop products. “Nagmani produces dhoop, which is currently sold loose, but we will soon start their branded packaging,”MrGhatakhaye revealed. He further highlighted the uniqueness of their dhoop cones, stating, “No other company offers dhoop cones of this quality.” With its consistent focus on quality and innovation, Nagmani Agarbatti Bhandar continues to set benchmarks in the incense industry.
MrGhatakhaye, outlined his plans for the future, focusing on innovation and maintaining high standards. “I have the best formula for producing high-quality masala agarbatti. Our masala agarbatti, priced at ₹360, burns for one and a half hours,” he revealed. The company is also preparing to launch sambrani cups, while its musk fragrance product continues to perform exceptionally well. Nagmani Agarbatti Bhandar’s reach extends beyond Nagpur to key markets across Vidarbha, including Balaghat, Chhindwara, and Akola. MrGhatakhaye attributed this success to his deliberate and controlled expansion strategy. “I only expand the business to the extent that I can maintain complete control over it,” he explained. A skilled perfumer, MrGhatakhaye has developed around 50 unique fragrances, which are used in loose incense sticks. Among the standout offerings is Pakeezah, priced at ₹125, which has garnered widespread appreciation. “Nagmani is known for its quality, which is why I do not rush to launch products. I care deeply about my customers and their temples, ensuring I provide them with the best products to maintain their trust,” he said. In addition to running his business, MrGhatakhayehas played a significant role in the industry, serving as Vice President and Secretary of the Nagpur Agarbatti Association. He highlighted the importance of collective action among manufacturers, stating, “The association can work towards building consensus among manufacturers to introduce only the best quality products in the market. This will help secure a brighter future for the agarbatti industry.” With a focus on innovation, quality, and ethical manufacturing, Nagmani Agarbatti Bhandar continues to strengthen its position in the market while setting standards for the incense industry.
