Prayer Group:Redefining Wet Dhoop Production with Precision and Passion
“From North to South, Wet Dhoop has now become a Pan-India product,” – Pooja Goela
In an exclusive interview with Sugandh India, Ms. Pooja Goela, Founding Director of Prayer Group of Industries, explained that while many can manufacture agarbatti, making superior-quality wet dhoop is not just a technical process — it requires deep understanding and precision.
For over two decades, the company has been manufacturing a wide range of incense products — from economy to premium categories — including wet dhoop, dry sticks, and cones for India’s top brands. Today, Prayer Group of Industries is recognized across the country as an expert in wet dhoop manufacturing. The company supplies incense products to major national brands such as Cycle, ITC, Liberty etc. name a few.
Wet Dhoop: From North to a Pan-India Phenomenon
When asked about why agarbatti remains more popular than dhoop, Ms. Goela explained, “That was true earlier — dhoop was once considered a product limited to Punjab, Haryana, Delhi, Himachal Pradesh, and a few northern states. But now it’s rapidly gaining popularity in South India. Dhoop is no longer regional — it’s a Pan-India product.”
She added that most major South Indian agarbatti manufacturers have now entered the dhoop market. “Today, any company that manufactures agarbatti also needs to offer wet dhoop, dry sticks, cones, and cups. Without dhoop, it’s difficult for a brand to grow in North India.”
Several South Indian agarbatti companies are also preparing to launch their own premium dhoop ranges soon.
From Interior Designer to Dhoop Expert
Talking about her journey, Ms. Goela shared, “I began my career in 2005 with ITC.Prayer Group of Industries manufactured incense products for ITC when they entered the dhoop segment for the first time. Later, we started production for various big-wigs of the industry”
Crediting her success to guidance from industry veterans she said, “I learned a lot from my seniors. Women in business were rare back then, so I took it as a challenge. Today, my daughter Aishwarya, who has completed her MBA, has joined the business and is very passionate about it. She has a great nose for perfumes, which benefits our production immensely.”
Rising Demand for Bamboo-Free Products
On the growing trend of bamboo-free incense, she explained, “Since Prime Minister Narendra Modi came to power, people have started reconnecting with faith and cultural traditions. The consecration of the Ram Temple has further strengthened this trend. Many prefer not to use bamboo in their incense due to religious sentiments — which is why the demand for both wet and dry dhoop has surged.”
She added that the boom in online shopping platforms like Blinkit and Amazon, and the rise of dual-income households with limited time, has made ready-to-use puja materials very popular:
“Products like ghee diyas are selling well. Similarly, wet dhoop, dhoop sticks, and cones have become convenient options.”
Clarifying that the growth of dry sticks hasn’t affected the demand for wet dhoop she said, “In fact, many South Indian companies are now entering the dhoop segment. Our products are being shipped in bulk to the South — and since they’re selling well, that speaks for itself.”
Today, demand for dhoop is no longer limited to Punjab, Himachal, Delhi, Haryana, Uttar Pradesh, and Rajasthan — it’s also strong in Bihar, Maharashtra, and rapidly growing in South India.
Strict Quality Control at Every Stage
Speaking about production quality, Ms. Pooja said, “Since we manufacture for top Indian brands, we must maintain quality at every level. Advancedmachines alone don’t ensure quality — we rigorously test and preserve our raw materials. Every truckload of raw material undergoes random testing, and if it fails, we reject the entire batch. Prayer’s reputation is non-negotiable.”
She emphasized that making dhoop is an art, “It’s like kneeding a dough. The main base material is kassa, to which other ingredients are added. If the oil used is too thick or carries its own odor, it will ruin the fragrance and reduce the perfume’s effect,” she added.
Manufacturing high-quality wet dhoop is an extremely challenging process. It’s not just about having the best high-tech machines and raw materials — the real skill lies in maintaining the natural quality of the raw ingredients and producing the product according to seasonal conditions. Another major challenge is preserving the fragrance while suppressing the natural smell of raw materials.
Packaging and Shelf Life
“95% of our products come in zipper packs,” Ms. Pooja noted. “This type of packaging preserves fragrance, reduces packing costs, and protects from weather conditions.
She revealed that some manufacturers reduce costs by using cheap substitutes like areca nut (supari), almond, or walnut powder instead of kassa, which weakens the fragrance and causes the product to crumble.
“We never compromise on quality for cost. Even if it’s more expensive, we use only the right materials,” she added.
Types and Varieties of Dhoop
The company manufactures multiple varieties including Pure Kassa Dhoop, Sandal Powder, Golden base, T1 Powder Dhoop, Cow Dung Powder Dhoop, Flora Dhoop.
“Flora is our most premium product. Its raw materials are sourced from South India. We were the first to introduce the Flora Dhoop range in North India, which became highly popular.” The Flora range includes Sambrani powder, honey, halmadi, and other premium ingredients, along with high-quality perfumes.
“This year, we launched the Oudh Series in dry dhoop with variants like Rose Oudh, Kasturi Oudh, and Sandal Oudh.”
She added that Musk, Patchouli, Oudh, and Bakhoor are the most trending fragrances of the year. Since raw materials for such premium products are expensive, the market for low-cost ₹30 products is shrinking, while consumers prefer ₹70 MRP premium products.
Why South Indian Brands Rely on Prayer Group for Dhoop
When asked why southern brands approach a North Indian company for dhoop manufacturing, Ms. Pooja clarified, “Agarbatti perfumes don’t work for dhoop. Dhoop perfumes need to burn well without giving off raw or oily smells. Overuse of perfume can make the product crumble. South Indian companies have mastered agarbatti fragrances, but dhoop requires a completely different formula.”
Contract Manufacturing Expertise
Prayer Group of Industries handles contract manufacturing of wet dhoop for most major incense brands in India.
“Each client has their own specialty, cost, and quality requirements. We create custom formulations accordingly,” said Ms. Pooja.
“Many companies don’t manufacture dhoop themselves because it’s hard to maintain quality and cost balance. The process is technical and sensitive to climate conditions — you must prevent fungus and ensure clean white smoke with pleasant aroma. We conduct strict testing for all these factors.”
She cautioned that though anyone can install machines, few can maintain consistent quality, “Even identifying the right raw materials and oils for each season is a big task. Some people use waste petroleum oil as a cheap substitute, but it ruins the fragrance and produces black smoke.”
“My Brand Is Like My Child”
On the company’s reputation, Ms. Pooja said, “For me, Prayer Group isn’t just a business — my brand is like my child, and I take complete care of it. I always deliver the best quality to ensure long-term client trust. One bad batch can destroy both our reputations.”
