Safari Big Dominates the Pimpri-Chinchwad Market: Sheetal Shah
The agarbatti market of Pimpri-Chinchwad, located near Pune, isconsidered one of the strongest and most competitive markets inthe region. Among the prominent names working in this market isRiddhi-Siddhi Marketing Firm, headed by Sheetal Kumar Sumati LalShah, who has been associated with Safari Big and RKT for nearlytwo decades. In a conversation with Sugandh India, he sharedvaluable insights about changing market trends, consumerpreferences, growing demand in mid-price segments, and the strong position of Safari Big in the region.
Speaking with Sugandh India, Mr. Shah said that the agarbatti market in Pimpri and Chinchwad is highly dynamic and full of potential. According to him, his team works tirelessly to ensure the company’s products reach every corner of the market effectively. Sharing his experience, he said there is strong and growing demand for products priced at ₹20 and ₹30. However, most companies launch a ₹10 pack and then directly shift to products in the ₹50–₹60 range, overlooking the significant demand that exists for products priced at ₹20, ₹25, and ₹30. Mr. Shah mentioned that he exclusively deals in Safari Big and RKT products, while only a few complementary products from smaller companies are kept for categories not manufactured by the Thakral Group. He added that no competing company in PimpriChinchwad has been able to match the quality, range, and packaging s tandards offered by Safari Big and RKT.
Speaking about his association with the company, Mr. Shah said that his brother-in-law introduced him to the Thakral Group in 2000, marking the beginning of his journey in the agarbatti trade. Since then, he has continued working primarily with their brands and also handles RKT products in the dhoop category. Discussing market operations, he said that he personally manages the agarbatti market from Dapodi to Lonavala. His partner Manoj Tule handles three talukas, while Sunil Mehta oversees the PCMC (PimpriChinchwad Municipal Corporation) area and Sunny manages delivery operations. Together, their network covers nearly 1,000 counters, making it one of the largest distribution setups in the region. Explaining Safari Big’s strong market position, he said the brand consistently offers superior quality and attractive packaging within its price segment, something other companies have struggled to achieve.
He further explained that 100-gram zipper packs and box packs in the ₹50 and ₹60 range perform exceptionally well in the region. Since Pimpri-Chinchwad has a s trong presence of IT companies and major educational institutions, customers here generally prefer premium-quality products. He noted that Safari Big’s ₹10 pack remains one of the highest-selling products in the market, while rival brands have not been able to deliver similar quality in this segment. According to him, the market consists of nearly 80% agarbatti and 20% dhoop. Dhoop sales are seasonal, with wet dhoop enjoying significantly higher demand than dry dhoop. In this category, Zed Black zipper packs perform strongly. While dry dhoop has comparatively limited demand, the city’s metro culture supports a wide variety of brands. Apart from Safari Big, brands such as Zed Black, Cycle, and Oswal also maintain a noticeable presence in the market.
Mr. Shah emphasized that a product succeeds only when a distributor promotes it aggressively and consistently in the market. However, long-term survival depends entirely on the strength and quality of thebrand itself. He said floral fragrances are especially popular among middle-class consumers in the region. Dry sticks are trending as well, but mostly in the premium segment. Since ₹10 packs contain fewer sticks, dry sticks mainly sell in the ₹50-and-above category. Wet dhoop, on the other hand, performs well even in the ₹10, ₹20, and ₹30 segments. He added that dhoop products enjoy strong demand in Jain temples. According to him, most companies skip the mid-price segment after launching ₹10 packs, despite continuous consumer demand for products priced at ₹20 and ₹30.
Replying to a question about camphor products, he said that the popularity of camphor-burning machines is increasing rapidly. Some consumers also use camphor in sambrani cups. and Mangalam is amongs the top selling. In the chandan tika segment, Manohar’s products perform well, though Shri Jay enjoys stronger sales through his network. Bhimseni camphor is also witnessing healthy demand.
Speaking about his bond with the Thakral family, Mr. Shah said that Hansmukh Bhai treats all distributors with great respect and shares a warm relationship with him. He believes one reason for this s trong connection is his habit of giving honest and transparent market feedback. He also described Bharat Bhai as extremely friendly and approachable. Talking about the younger generation, he said that Samarth Bhai is a highly visionary individual who is doing remarkable work for the growth of the company.
