Safari Big has one sided sales in Parbhani Jeevan Madhav Rao Pattewar
Jeevan Madhav Rao Pattewar, head of PattewarTrading Company, which handles the distribution,wholesale, and retail of Safari Big in Parbhani,shared with Sugandh India in an interview thatSafari Big has brought them reputation andprosperity in Parbhani. Having managed SafariBig’s distribution network in Parbhani districtsince 1992, Jeevan Madhav Rao said that the company hasmade significant progress. “They are very good people,and the people associated with them have also grown,”he added. “Working with good people benefits everyone.Through the company, we have also had the opportunity togrow.”
He mentioned that they have family relations with themanagement of Safari Big. This is why, apart from Parbhani,they only handle Safari Big in two talukas of Hingoli. Attheir retail counters, they also keep some products fromother companies, such as Nandini from Nasik and ZedBlack, based on demand.
In response to a question from Sugandh India, MrPattewar said that he has been in trading for around 33years. Initially, he worked as an agent for Pidilite Fevicol,but after starting incense trading, he closed that. In 1992, hebegan incense trading exclusively with Safari Big. He said,“Our full focus is now only on running all the products ofSafari Big.”
Regarding supply, he mentioned that they supply to over1,000 counters, including provision stores, general stores,medical stores, and paan shops. In the beginning, doorto-door visits were required, but now that a network hasbeen established, things have become easier. Additionally,the company provides all kinds of support. If any problemarises in business or products, the company resolves itimmediately. They trade all ranges of Safari Big products,from premium to economy.
When asked about the best-selling products in Parbhani,he said that no other brand sells more than Safari Big here.Besides Safari Big, Cycle also sells. The reason for theirstrong sales is their marketing team, as two members oftheir sales team visit the market weekly, keeping salesconsistent. A representative from Safari Big visits monthly,and Zed Black also sends someone. Additionally, in thepremium segment, Balaji products sell. Among all packs, the₹10 incense pack has the highest sales volume, followed bythe ₹50 zipper pack.
Regarding market trends in Parbhani, he said that 99% ofsales are incense sticks, with dhoop (incense cones) makingup only 1–2%. The economy segment dominates the market.
In response to another question, Mr Pattewar said thatZed Black’s “Manthan” sells most in wet dhoop. Sambhranicups are starting to gain popularity but sell more duringfestivals. Even in cups, mostly economy-range productsare sold. In sandalwood tikas, Hari Darshan, Manohar, andZed Black are popular. Manohar has fragrance varieties,and Kesar Chandan sells well. Since saints and spiritualgatherings have been held here, the craze for applyingsandalwood has increased, with wet sandalwood being the best-seller.
He also mentioned that an average customer here spends₹100 to ₹500 per month. Premium customers make up only5% of buyers. Most customers are middle-class, whichis why 400–500 gram packs priced at ₹100 are preferred.Awareness about brands has increased, and this is why 5 outof 10 customers request products by brand name.
