SAFARI BIG, A MARKET LEADER IN SOLAPUR: ABDUL KADEER
Solapur-based Parveen Sales Corporation has emerged as the leading distributor of Safari Big and Thakral Group products in South-western Maharashtra. The company also serves as a key wholesale supplier and retailer for all products from Safari Big and Jalaram Fragrance brands. In an exclusive interview with Sugandh India, Abdul Kadeer Ahmed Ismail Jakaler, head of Parveen Sales Corporation, revealed that his father entered the agarbatti business in 1975,initially selling products door-to-door. By 1989, Parveen Sales Corporation was established, along with a retail outlet, marking the beginning of its growth. The business began by working with Maratha Kevda before acquiring Safari Big as a major brand. Over the years, the firm expanded its operations, managing products for several Bengaluru-based companies. Currently, its portfolio features a range of prominent brands, including Jalaram Fragrance, Oswal, Real, Arihant, Amrutha, Cycle Pure, Vasu, Forest, Dhanalakshmi, Karnataka Fragrance, and others from Ahmedabad and Madurai. Parveen Sales Corporation handles the distribution of numerous companies including major names such as Pavanraj, Goodluck, FirstChoice, AK Products, Misbah, AR Industries, Sridhan, Parimal Mandir, Mahalaxmi, Devdarshan, Shri Trading Company, Roshan Agarbatti, and Saba Fragrance. With its robust supply network, the company continues to dominate the regional market while expanding its reach to newer territories.
Parveen Sales Corp continues to strengthen its supply network, focusing primarily on a300-kilometre radius encompassing Sholapur, Bijapur, and Bagalkote. In addition to catering to local markets, the company also serves retail customers from the USA, UK, Dubai, and Mumbai, ensuring a diversified client base. Mr Kadeer highlighted that their core business centres around the Safari Big[brand] dominating both ends of the supply and retail chain. Jalaram Fragrance products also contribute significantly to their operations. Their extensive supply network covers nearly 1,300 counters, delivering products to cosmetic stores, grocery shops, supermarkets, general stores, and pan[betel] shops.
Their expertise in perfumes has allowed it to expand its reach into cosmetic shops, while even door-to-door vendors rely on Parveen Sales Corp for their goods. Speaking about the regional market for agarbattis, Kadeer bhai noted that Safari Big remains the top-performing brand in Solapur, followed by Dhanlakshmi, Jalaram, First Choice, GoodLuck, Amrutha, Amber and Forest. Among these, Safari Big and Jalaram products lead in wholesale supply and retail sales. Other notable brands in the market include Cycle Pure, Zed Black, Balaji, and Real, reflecting a strong demand for premium products. With a broad network and a strategic focus on popular brands, Parveen Sales Corporation continues to dominate the agarbatti and fragrance marketing the region while extending its influence internationally.
Abdul Kadeer shared insights into the Solapur market, where ₹10 packaging dominates sales. The demand for zipper packaging has shown marked growth, with supermarkets and door-to-door vendors being the primary buyers. Festival seasons further drive the sales of premium-quality products, reflecting a shift towards higher value items during these periods.
The market composition includes 80% agarbattis and 20% dhoop products. Dev Darshan (Chandigarh), Manthan (Zed Black), Misbah, and Sridhan are popular choices in the dhoop segment. Wet hoop, in particular, has a higher demand, with Dev Darshan and Manthan leading the category. For dry hoop, brands like Mahalaxmi, Misbah, Amrutha, and Safari Big in jar packaging are the top sellers. Abdul Kadeer noted that Dev Darshan stands out in the wet dhoop market due to its 60-year history and reputation for being made with desi ghee, which customers perceive as adding authenticity. Its exceptional fragrance further solidifies its popularity. In the dhoop segment, products priced at ₹10,₹15, and ₹20 enjoy strong demand. During festivals,
a retail customer spends ₹500on purchases, whereas premium product buyers spend between ₹4,000 and ₹5,000,reflecting a diverse customer base with varying preferences and budgets. Parveen Sales ‘ability to balance affordability and quality through a mix of local and branded products has positioned it as a key player in the regional market.
Premium products with an MRP of ₹50-60 also perform well, with brands like Misbah and AR seeing significant traction. Their business ability to adapt to market trends and cater to diverse customer needs continues to strengthen its position in the competitive Solapur market.
The camphor market in Solapur is intensely competitive,fueled by local factories that produce affordable and high-quality products. Abdul asserts “, Despite this fierce competition, brands like Mangalam have established a solid presence in the market, while Jalaram and OK have emerged as the leading sellers.” In the sambaing cup segment, products like Mahalaxmi and Good Luck [brand]Chintan enjoy significant demand.
Additionally, Cycle Pure Naivedya has a niche market, though its higher price point makes it less accessible to cost-conscious customers. First Choice’s Chirantan is also popular. Addressing the perfume market, Kadeer shared that, products from Ratlam-based Aerochem and S Hekla perform locally well. Perfumes are in high demand in the region, with Backdoor particularly popular during Ramadan. Typically, the price range for perfumes falls between ₹40 and ₹50. While the company does not deal in sandalwood tilak, Kadeer noted the popularity ofbrands such as Topsi. He also highlighted a strong preference for branded products among retail customers,with eight to nine out of ten buyers choosing branded options, led by the Big Safari brand. On average, a retailcustomer spends ₹500 on purchases, whereas premium product buyers spend between ₹4,000 and ₹5,000, reflecting a diverse customer base with varying preferences and budgets. Parveen Sales’ ability to balance affordability and quality through a mix of local and branded products has positioned it as a key player in the regional market.
