Rocket Brand Synonymous To Quality
Nagpur is the known for premium quality agarbatti says, Kalim Bhai. He owns the Rocket agarbatti brand— A Nagpur-based dhoop and agarbatti manufacturing company.The history of making this kind of agarbatti is older than what Nagpur produces. Kalim Bhai— the owner in a Tête-à-tête with Sugandh India said “, He does not compromise his brand name over quality. Customer relationship is of paramount importance while running his company affairs: doesn’t matter, if his business runs or not.” Continuing with the conversation he remarked “, It is the quality that sells and ensures repeat customers. Moreover, constant innovation is the key to business expansion.” He argued that— though companies throw more impetus on marketing and publicity: what works ultimately is the quality and the standard of your products. Operating in the economy range i.e. products ranging between 10 to 100 is a bottleneck for delivering quality and class. Almost all manufacturers face the same issue. We, rather have the experience and know-how to curate top-quality signature brands, which is well appreciated. That’s the reason, Rocket is the top pick for best masala agarbattis.The company has a wide array of agarbatti brands in the premium segment. Maharashtra, Bihar, West Bengal and Madhya Pradesh have the most buyers besides the southern states in the country.
Sharing the story of Rocket brand with Sugandh India, Kalim Bhai tells that his father started the family business in 1976 but soon passed away. He and his brother Mehboob bhai were ten and twelve respectively. Though the startup was a small one, the responsibility fell on his mother’s shoulders. It took years… decades in fact to attain a position in the market. Kalim Bhai informed, Rocket Agarbatti Company got registered in the early 1970s. ‘Mehboob agarbatti’ was their first brand during startup days. Later in 1992, the company received their sales-tax number. Today more than 200 dhoop and agarbatti brands are running successfully across different states in the country.
Talking to Sugandh India about challenges faced by the agarbatti industry Kalim Bhai said “, Although, this industry was bogged down by the pandemic, availability issues in purchasing raw materials and imports from China and Vietnam. This industry is also marred by price hikes and constant jitters from dealers and their supply chain to increase their profits… Albeit such problems, demand for high-quality products never dried.”
Continuing further he said “, The real challenge that I am facing for my company is… ‘How to keep up with the market demands for my products?’ Although Rocket is delivering products to; Bihar, West Bengal, Madhya Pradesh and southern states of the country… major states like; Uttar Pradesh, Rajasthan and Delhi are left out. Despite our factories running at full capacity— production volume is less than required as we focus more on quality.” Rebutting his own statement Kalim Bhai explained “, Our challenges are— realigning our priorities towards those markets/states where we are failing to have any presence. Marketing is also an issue that we need to innovate. Moreover, strict quality control doesn’t give leverage to production. We have a “zerp tolerance policy”on our standards and quality. Moreover, the dhoop and agarbatti business is run by distributors, not manufacturers. Broadly speaking, seventy per cent of incense products delivered in the market runs without a brand name.”
Responding to curiosity on the most bankable brand of Rocket Agarbatti Co. He said— ‘460’ Explaining ‘460’ he said “, None of our brands has flopped though this one is the powerhouse of all ours and competitor brands. It basically is a potent quality of incense brand that comes in 1½ Kilo metallic box packing.” Delving into the christening of the name he described “, Visiting local markets to sell this product, distributors often praised products of others and scorn ours to be pricey. More than a problem it was a bottleneck! Then I had an idea… I use to offer this product for ₹460 a kilo. It didn’t have a name then. This was the product; distributors rejected. I branded this product as ‘460’ on one-kilo attractive metallic box packing. I tried different channels for bulk sales. Today, ‘460’ is the Numero Uno brand in South India.”
Kalim Bhai informed us that he soon shall be launching their signature-styled Sambarani cups post-Diwali. He also shared how his units caught fire which affected the operations and stalled the launches of new products. The company however has has now resumed the operations and is hitting the market in better ways.
During the Tête-à-tête with Sugandh India, situation in Kannauj came up. Kannauj is a township in mid-western Uttar Pradesh. It has a long-lasting history with perfumes and perfumery. It once was the perfume capital of the country. “Kannauj isn’t a place for making dhoop and agarbattis. It never was! There is a problem with procuring raw materials if someone wants to make dhoop and agarbattis in Kannauj said,” Kalim Bhai. He then said with pause “, I’m from Kannauj.”
Elaborating on the commercials he said “, Inflation and price are part and parcel of any business: incense industry is no exception. Those who are set to be in this business don’t complain. They bear the burn instead. Moreover, dhoop and agarbatti are not just for worship and religious sentiments. Offices and commercial establishments use them as room fresheners. A dhoop or an agarbatti is the cheapest form of perfuming: much better than the electronic ones. Best quality dhoop and agarbatti even last for 24 hours!”
Responding to a query from Sugandh India on ‘quality’ Kalim Bhai clarified “, Quality speaks for itself. We sustained Bihar and turned it into a profit centre because there were no quality products available. Our brands were the game-changer. The same is for other states and regions as well. I am hopeful for U.P. I’m sure our brands will find success.”
Sugandh India, based on its market survey informed Kalim Bhai that his brands have been reported as pricey. Commenting on this he explained “, Yes, but then how can products made from high-grade naturals and essentials, not be expensive? As I did explain— the success story in Bihar. This should clear your doubts.”
And finally, on Rocket’s future plans, he said “, I’m busy, increasing production manifolds. It is a critical requirement. There was a fire in my factory. More than a Thousand Metric Tonnes of goods were lost to ashes. We have three factory outlets in Nagpur for machines, raw materials, raw incense sticks, and perfumes related to the agarbatti industry. It’s a showroom and not much of a point-of-sale. Well…
we have a network of distributors toiling 300 km of Nagpur.”
