Online market has become a challenge to retail markets: Lalit Sharma
MD Traders, a prominent distribution and wholesale firm in Chandigarh, has been a key player in the incense and dhoop industry since its inception in 1995. In a recent discussion with Sugandh India, Lalit Sharma, the firm’s head, shared insights into the challenges and triumphs of operating in this dynamic market. Sharma acknowledged that while the industry presents various hurdles, companies and marketing professionals consistently devise effective strategies to overcome them. One emerging challenge has been the rise of online sales. “While this online issue certainly exists, no product can succeed without quality,” Sharma emphasized. He highlighted that the success of any product hinges on its quality, customer trust, and personal connections. Despite the growth of online sales, Sharma noted, “It hasn’t significantly affected us. Our supply and sales operations are functioning well. MD Traders is dedicated to providing incense and dhoop products to supermarkets, stores, and retailers throughout Chandigarh and Mohali.” The firm also offers a variety of other products, including popular brands such as ZED Black and Rajkamal Dhoop. As MD Traders continues to thrive, it remains committed to maintaining the high standards that have defined its success for nearly three decades.
In a conversation with Sugandh India, Lalit Sharma, head of MD Traders highlighted the robust demand for incense in Chandigarh. He noted that many areas in the city show a strong preference for premium products. Conversely, in smaller or lower-middle-class colonies, economy-range products priced between ₹10 and ₹20 are also performing well. However, the highest demand overall is for medium-range products with a maximum retail price (MRP) of ₹50 and ₹60. Sharma observed that premium quality products tend to be the best sellers in supermarkets, while products priced at ₹25 and ₹50 do well in the regular market. In discussing sales figures, Sharma pointed out that ZED Black leads the sales charts, followed closely by Cycle Pure and several other branded companies. Additionally, products from small enterprises and local producers are gaining traction in the market, reflecting the diverse preferences of Chandigarh’s consumers. As MD Traders continues to navigate this dynamic landscape, it remains well-positioned to meet the varying demands of its customer base.
Lalit Sharma sharing valuable insights into the local incense market highlighted the significant demand for local products like Dev Darshan, which is thriving alongside Rajkamal offerings. Sharma reported that ZED Black and Cycle Pure dominate the market, collectively holding 80% of the share in Chandigarh. While dhoop is somewhat less popular, there is a noticeable increase in demand for dry sticks, cones, and sambrani products. Currently, incense accounts for a substantial 60% of the market. He noted that while wet dhoop once enjoyed popularity, the trend is shifting towards dry sticks. For wet dhoop, zipper packs priced at ₹30 are gaining traction. ZED Black Manthan leads in demand, followed closely by Rajkamal. Sharma also observed a rising preference for cups with guggul fragrance. In the sambrani category, Cycle Pure and ZED Black remain the top choices for consumers. In response to another inquiry, he revealed that Balaji products are the most popular in supermarkets, thanks to their extensive range of premium offerings. As the market continues to evolve, MD Traders is committed to meeting the diverse needs of consumers in Chandigarh.
In response to a question, Lalit Sharma provided insights into the vibrant perfume and camphor markets in Chandigarh. He highlighted the popularity of the Gujarat-based company Ehsaan in the perfume segment, as well as the local preference for Monet. Punjab-based products also have market. Additionally, products from Aerochem Ratlam such as Magnet are popular. Sharma noted that Mangalam and Saraswati are the most sought-after brands in the camphor category. He also mentioned that ZED Black entered the camphor market last year. Its products are quickly gaining traction among consumers. Although customers still opt for Chandan in powder form, the Hari Darshan brand of Chandan paste is the preferred choice in the sandalwood tika segment Approximately 60% of customers in Chandigarh request products by brand name, with an average monthly spend of at least ₹100 on incense and dhoop. Sharma explained that Chandigarh lacks a significant hub for these products. The market is well-organized with shops within buildings, eliminating the traditional mandi concept found in cities like Ludhiana, Amritsar, and Delhi. He emphasized the high consumption of dhoop products in Chandigarh, encompassing both pan-India brands and unbranded options, reflecting a diverse and evolving market landscape. As MD Traders continues to navigate these trends, it remains committed to fulfilling the demands of its customer base.
