ORKAY FRAGRANCE SNAKE BRAND REDEFINING LUXURY IN THE INCENSE INDUSTRY
CONNECTING LUXURY TO DEVOTION: THE ₹ 1 LAKH AGARBATHI BY ORKAY
Bengaluru-based Orkay Fragrance – Snake Brand— a pioneer in premium and luxury SignatureHigh Premium incense manufacturing, continues to shape the market with its legacy spanningfour generations. Orkay Fragrance has been a torchbearer in enhancing atmospheres with purity,positive energy, and devotional rituals. Legacy since 1956— Orkay has built a 75-year-old reputationfor producing high-quality fragrances, with several brands gaining widespread recognition. Now,Orkay is preparing to relaunch multiple brands, reinforcing its market leadership. One of its flagshipproducts, Centenary Chandan, has gained traction in domestic and international markets. Pricedbetween ₹550.00 for a 10-sticks pack and ₹1,00,000.00 for a single stick, this incense line offers sevendistinct variants and was introduced to the market last year in Mumbai. P J Ravi Kumar highlightedthe company’s focus on Signature high-quality premium products. He emphasised that CentenaryChandan is designed to meet customer demand, offering superior quality and extended burning timebased on the investment made. This ultra-premium variant is available at ₹ 1,100.00, ₹6,250.00, ₹12,500.00, ₹ 25,000.00, ₹ 50,000.00 and ₹ 1,00,000.00, positioning itself as a high-end luxury offeringin the incense industry.
Luxury That Lasts: Centenary Chandan and thePower of Premium Scent
Centenary Chandan continues to gain tractionamong consumers seeking premium aromaticexperiences. In conversation with Sugandh India, PJ Ravi Kumar, the owner of Orkay Fragrance, highlightedhis product’s ability to purify the air, create amesmerising aroma, and foster positive energy. Theincense is particularly favoured during grand celebrationslike marriages, donations to the temple andreligious ceremonies. Many devotees burn CentenaryChandan in temples as part of their vows, similar totraditional offerings. At Tirupati Balaji, devotees oftenburn agarbattis of high value as an act similar tomonetary donations or prasadam offerings. Illustrating its exclusivity, Ravi recalled an instancein Aurangabad, where a company lit their ₹25,000.00 Silver Chandan agarbatti duringinauguration of their showroom. Attendeesreported that its fragrance spread up to akilometre away, underscoring the product’spotency and market appeal. Among Orkay’sincense offerings, the ₹ 550.00 a pack (10sticks) remains the best-selling product. Marketreports indicate that a single agarbattican retain its fragrance in a home or office forup to a week. Expanding its premium range,Orkay offers Roll-On fragrances in eightvariants, including Chandan. These fragrancesare designed for long-lasting application,with scents remaining intact on clothing forup to three washes.
Innovation with Tradition: RelaunchingAparna and Expanding the Product Line
Informing Sugandh India, P J Ravi Kumarsaid Orkay Fragrance is set to expand itsagarbatti range from the current eighteenvariants to fifty, covering all categoriesand quality levels. Among the company’sbest-selling products, Chandan remains themost popular. P J Ravi Kumar highlightedthat in 1985, Orkay’s sister concern, Balaji,launched Aparna— a product that played akey role in establishing the company’s brandidentity. Now, Orkay is preparing to relaunchAparna, positioning it as a unique blend offive fragrances. Initially launched as a fancyperfume, Aparna entered the market whenwoody, floral, and oriental fragrances weretrending. The new variant will be available infour versions and is expected to launch soon.The rebranded Aparna as Abarna incensewillfeature white sticks dipped in perfume,catering to premium customers. The productwill retail at ₹ 90.00 for a 100g box. Beyondagarbattis, Orkay has expanded its incenseportfolio, introducing a wet dhoop that is oiland carbon-free, designed to produce minimalsmoke. Ravi noted that while incenseremains a daily ritual for many consumers,the market is full of products that contain oiland carbon, which can have harmful effects.In response, Orkay developed an oil-free,carbon-free incense priced between ₹ 65.00to ₹ 550.00. The company also offers anextensive dry incense range, including drysticks, dry scented sticks, dry masala sticks,and high-premium masala sticks. In the sambranicategory, Orkay introduced a premiummasala cup available in two price segments: ₹275.00 for a pack of 12 cups and ₹ 550.00for a premium-quality 12-cup pack. Theseproducts have gained significant traction inthe market, reinforcing Orkay’s position as aleader in premium incense manufacturing.
Mystic Mantra: Orkay’s Natural, Carbon-Free Incense for Global Markets
Orkay Fragrance has launched its natural-based smudge incense under the “MysticMantra” brand, targeting the export marketwith 18 variants, remarked Ravi. The companyis planning to introduce multiple newvariants in its masala series. Orkay’s naturalsmudge agarbattis are crafted entirely fromnatural ingredients, including a perfumeblend of PaloSanto, lemongrass, and lavender,which is coated onto the sticks. Theseagarbattis also feature a sparkling colour,adding a distinctive aesthetic appeal. Whilethese products have primarily been exported,Orkay is now preparing to launch them in thedomestic market. Discussing product quality,P J Ravi Kumar highlighted that high-qualitypremium agarbattis contain natural oilfragrances with high molecule products,which dipped agarbattis cannot replicate. Hedescribed the process of transforming rawmaterials and fragrance top notes into burnableform as a complex art, one that Orkayhas mastered through decades of expertiseand heritage. The smudge incense rangeis crafted using natural essential oils andingredients, without charcoal, making themcarbon-free and low-smoke. This formulationensures that even asthma patients cansafely use them. Market reports indicate ashift in consumer behaviour, with individualswho previously avoided incense due to asthma-related concerns now choosing Orkay’slow-smoke, carbon-free agarbattis.
Incense Worth ₹ 1 Lakh: Orkay’s Bold Move in the Global Luxury Market
Orkay Fragrance has redefined the incenseindustry by introducing luxury segment agarbattispriced up to ₹ 1 lakh— A concept nocompany in India or globally has explored. PJ Ravi Kumar explained the rationale behindthis innovation. Ravi highlighted that the luxurysegment exists across all consumerproducts,including clothing, footwear, watches,and mobile phones, where products rangefrom thousands to crores. He argued thatagarbattis should also offer premium pricesand quality options, catering to customerswho seek the finest products. This demandinspired Orkay to develop agarbattis usingcent per cent natural raw materials, appealingto a growing consumer base that valuesauthenticity and exclusivity. According toRavi, no other company worldwide currentlyproduces incense of such exceptional quality.Orkay has expanded its premium portfoliowith high-grade bakhoor, available in 50gpacks priced at ₹ 2,750.00 and ₹ 5,000.00.These products have gained significant tractionin both domestic and international markets. Ravi Kumar stressed the importance ofeducating consumers on premium products,noting that customers who truly understandtheir value have shown strong demand. Withthis ultra-premium incense line, Orkay continuesto set new benchmarks in the luxuryfragrance segment.
Beyond Incense: Premium Turmeric,Kumkum, Soaps, and Bath Crystals
Orkay Fragrance is set to expand its premiumproduct portfolio, introducing high-end variantsof Turmeric, Kumkum, Bhasma, Chandanampowder and Ashwagandha. Mr P J RaviKumar said these products are expected tolaunch soon, further solidifying the brand’spresence in the premium fragrance andpersonal care segment. Additionally, Orkayhas launch a premium soap series, pricedbetween ₹100.00 and ₹ 550.00 for a 100gpack. The company is also reintroducing bathcrystals, a product that had previously performedwell in the market, marking anotherstep in its expansion strategy. Highlightinghis brand’s market presence, Kumar statedthat Orkay is a pan-India brand with a strongfoothold in Maharashtra and Delhi. Thecompany also supplies its products to severalother states, leveraging regional incensemarket trends to tailor its offerings. He outlinedthe regional demand variations, statingthat Maharashtra sees 75% of incense sales inthe premium segment. South India has 70%of sales in the medium-price range. NorthIndia maintains a balanced demand for botheconomy and premium products. Given thesedynamics, Maharashtra and Delhi remain keymarkets for Orkay’s premium incense andfragrance products.
From India to the World: Orkay’s SnakeBrand International Expansion andDomestic Reach
Orkay Fragrance is expanding its internationalfootprint, with exports already reachingthe UAE, Malaysia, Singapore, Australia, andIndonesia, said Ravi. The company is now developingnew products tailored for Europeanmarkets, which are expected to launch nextyear. Ravi explained that exported productstypically come from a limited range, as fragrancepreferences vary across regions. WhileRose, Mogra, and Chandan dominate theIndian market, international consumers havedifferent demands, requiring region-specificproduct adaptations. Most of Orkay’s exportofferings fall within the ₹ 100.00 to ₹ 550.00price range, ensuring accessibility whilemaintaining premium quality. DiscussingOrkay’s commitment to craftsmanship, Raviemphasised that producing high-qualitypremium incense is an art form refined overgenerations within his family. He proudlyshared that his two daughters and his wifeare now joining the industry, ensuring thatthis legacy continues. Looking ahead, Orkayremains focused on developing even morehigh-end premium products, pushing theboundaries of quality and excellence in theglobal incense market.
