RKT Products Have Strong Repeat Demand: Priyanshu Jain

Indore is a very strong market for the agarbatti industry and a major production hub. Competition among brands is intense, but every brand has a presence, says Mr. Priyanshu Jain, head of Jai Gurudev Agency, Indore, in a conversation with Sugandh India. Jai Gurudev Agencies is the super stockist for RKT, Real, Pioneer and Shyam Kripa across Madhya Pradesh and Rajasthan. Mr Priyanshu added that in dry sticks, RKT has no real competition. Its 3-inch dry-stick jar pack sells extremely well. A full carton of RKT’s box packs had recently arrived and is performing very well. In the box pack range, their Kesar Phool, Chandan and Kesar fragrances are excellent products and customers repeatedly ask for them. He said that another product from the Thakral Group, Big Safari, also performs well. Answering a question, he said that some time ago, the company owners visited them and had a very warm and respectful interaction. “We have been handling RKT for nearly 10 years and have never faced any complaints. The company provides complete support. As soon as we place an order, the goods reach us the very next day.”

Answering a question about the beginning of Jai Gurudev A Agency, Mr. Priyanshu Jain said that his grandfather started the agarbatti business 30 years ago. From the very beginning, they have been involved in distribution and super-stockist operations. Thejourney began with the launch of Jain Shree. At present, apart from RKT, they handle Jesal, Real, Geeta, Pioneer, Parivar, Shyam Kripa, Amrutha, Simran, Flourish, Shridhan, BIC, Oriental, Darshan Black Stone, JB, Dali, Tej, Platina, Aerochem and Rocket. He explained that as super stockists, they handle Madhya Pradesh and Rajasthan. In addition, they supply products according to demand in districts of Maharashtra, including Mumbai and Yavatmal. Besides distribution and super-stockist operations, Jai Gurudev Agency also has its own retail shop. Answering another question, he said that besides Indore, Jabalpur and Bhopal are also major agarbatti markets in Madhya Pradesh, and more than 100 distributors work with them across the state.

Responding to a question from Sugandh India, Mr Priyanshu said that products with an MRP of ₹75 have the highest sales in Indore. They account for nearly 70% of the market. The remaining 30% comprises products priced at ₹10, ₹20 and ₹35. He said that the premium segment is relatively small here, although around 10% of customers purchase premium brands. Pioneer, Shyam Kripa, Real and RKT have the highest demand in the market, and these are products that sell throughout the year. Apart from these, Balaji, Cycle and Forest also have a market presence. Answering another question, he said that both wet dhooр and dry dhoop have a good market here. In dry sticks, RKT and Pioneer perform well, while Shyam Kripa is popular in wet dhoop. The dry-dhoop market accounts for around 35%, while wet dhoop accounts for 15%. Parivar also has strong sales. All these products are sold at a price of ₹20. In dry dhoop sticks, RKT’s 3-inch jar pack performs well.

Answering another question, Mr Priyanshu said that sambrani cups have a good market in Indore and sell throughout the year. Like dry sticks, cups are also widely used. Demand for mixed-packing cups has increased recently, and Pioneer and JB have introduced mixed-fragrance packs. RKT has also introduced mixed metallic cones in different colours. Whatever the RKT product, customers are sure to ask for it again. In addition, Pioneer’s 3-in-1 cup pack, containing 12 pieces in three fragrances, sells well. Cups from Real, Jesal and Oriental are also sold. Answering another question, he said that Saraswati is the leading brand in camphor here, while Mangalam and Three Pine products also have good sales. The use of camphor danis is also increasing, with Vedic performing well. In Chandan Tika, Kashi and Shankh are popular, while Manohar and Labh Ganga also sell well. In attar, Arome, Shyam Kripa and Oriental have good demand. Apart from these, several other local products are also sold. He explained that branded agarbattis have higher sales in this market, accounting for around 70%, while local products make up the remaining 30%. He said that, on average, an individual customer purchases products worth ₹500-₹1,500 per month.