Rise in Demand for Colourful Tikas Driven by Recommendations by Spiritual Leaders : Rakesh Bhai Patel
Hari Darshan and Manohar dominate the Ashtagandh and Chandan Tika market in Gondia
The post-COVID-19 era has witnessed a marked increase in religious faith and devotion to rituals and worship. This shift has led to rapid growth in worship-related products, including agarbattis and dhoop. Additionally, the influence of spiritual discourses by religious leaders has popularised the practice of applying sandalwood paste on the forehead. Rakesh Bhai Patel, head of JK Brothers Gondia, revealed to Sugandh India that the number of people using chandan tika has risen significantly. While yellow chandan was once common, there is now increased demand for white, black, orange, red, and other coloured tikas. Rakesh Bhai highlighted that in Gondia, Hari Darshan and Manohar brands are the most sought-after for chandan tika. Both paste and powder variants are widely sold. He also pointed out that spiritual leaders frequently recommend specific colours of Chandan to their followers, either as remedies for certain issues or as part of their spiritual guidance. Consumers, in turn, tend to buy tikas based on these recommendations.
Rakesh Bhai Patel shared with Sugandh India that he began his journey 44 years ago with Bengaluru-based agarbatti company, Anant. He later collaborated with companies such as Jayanti, Balaji and “AS Agarbatti”, along with several others. JK Brothers has maintained its presence in Gondia’s agarbatti market for over four decades and currently supplies products of 10-11 companies, including AS Agarbatti Bengaluru, Real Fragrance Pune, Balaji, Amrutha Aromatics, Sacche Sai, Shrinivas Sugandhalaya Satya, Nirali Products, Siddhi Fragrance, and Rocket. The company’s supply chain extends from Gondia to Gadchiroli. Rakesh Bhai highlighted that products from branded companies based in Bengaluru, Ahmedabad, Pune, Nagpur, and Indore are in high demand. Local producers also enjoy a significant market share. He noted a rising preference for loose products, which, although less popular than in Nagpur, are priced between ₹160 and ₹300 per kilogram. These products attract customers due to their affordability, larger quantities, and satisfactory fragrances. Rakesh Bhai stated that loose products account for 15-20% of the market, while branded companies retain an 80% share.
Rakesh Bhai Patel highlighted the strong demand for agarbattis in the region, with top-selling brands including Shree Trading Company, Forest, Shankar Perfumery, Amrutha Aromatic, and Balaji. Zed Black and Cycle also hold a significant share of the market. Rakesh Bhai noted that ITC’s incense products are primarily distributed through supermarkets. While ₹10 packs previously dominated the market, there’s a growing demand for ₹20 packs. However, products with an MRP of ₹70-75 remain the best sellers. Commenting on the rise of dhoop, Rakesh Bhai explained that its market share has grown to 30%, while agarbattis continue to hold a 70% share. He noted that wet dhoop is currently the most popular, although dry dhoop is rapidly gaining popularity, and those priced at ₹50 are favoured especially for their pleasant fragrance. Balaji and Real lead the market in the wet dhoop category, with popular products priced at ₹10, ₹20, and ₹50. Zed Black’s ₹20 product dominates its price segment. For dry dhoop, brands such as Balaji, Satya, and Amrutha are highly preferred. Amrutha offers ₹25 and ₹50 packs, with the latter providing 90 grams. Additionally, Amrutha’s 80g cone pack sells at ₹50.
In a discussion with Sugandh India, Rakesh Bhai Patel highlighted the growing demand in the sambrani category, with Pandyas from Chennai and Zed Black’s Shriphal being the top choices. While the market for sambrani cups remains relatively small, Real (brand) cups are in demand, alongside minor sales of other brands. Discussing camphor, Rakesh Bhai noted that local Gondia based brands produce well-performing products. Although regional brands dominate, a few camphor brands outside the area also maintain a foothold, catering to customers who prefer quality products. Rakesh Bhai further remarked on the growing popularity of Chandan tika, with Hari Darshan and Manohar leading the market. Remarking on customer spending habits, he shared that an average customer spends approximately ₹100, often opting for affordable, lightly scented products in larger quantities. Customers seeking premium products, however, spend between ₹200 and ₹250. He concluded that only half of the customers purchase based on brand names, while the rest priorities affordability and volume.
