Samriddh Marg: Bringing Sacred Mango Wood to the World of Incense
A REMARKABLE ACHIEVEMENT IN JUST A FEW MONTHS: AJIT SINGH
The market for incense sticks and dhoop products made from natural plants, flowers, herbs and cow dung is growing rapidly. Following this trend, the emerging brand Samriddh Marg has introduced premium-quality dhoop sticks made from sacred mango wood. Mr Ajit Singh, the company’s head, told Sugandh India that Samriddh Marg dhoop sticks are produced using a blend of mango wood powder, camphor, pure desi ghee and natural fragrances derived from flowers. In just one year, the brand has gained popularity in the online market. He stated that they could claim to be the first in the country to manufacture a dhoop product using sacred mango wood powder.
A Unique Experiment in Making Dhoop Sticks from Mango Wood
When Sugandh India asked Ajit Singh how he came up with the idea of making dhoop sticks from mango wood, he explained that mango wood is also used during religious rituals and havans performed at home. Later, when he considered starting his own business, he and his close associate, Vivek, conducted extensive research and discovered that mango wood was not being used in this way in the market. Mango wood is traditionally considered sacred. According to Ajit Singh, smoke released by burning dried mango wood with desi ghee has the ability to destroy harmful bacteria and germs. This idea inspired him to develop a unique product using mango wood.
Ajit’s associate, Vivek, explained that he is the co-founder of Samriddh Marg. The two conducted extensive research together and established the business setup in Faridabad approximately one year ago. Samriddh Marg was launched in April 2026. When Ajit proposed the idea of making dhoop, they found that the market generally used T-1 powder, various types of wood powders imported from Vietnam, and chemicals. They used camphor and desi ghee to ensure that the dhoop burned properly, which helped overcome burning-related problems. Vivek added that the dhoop sticks are slightly soft because they are made using pure ingredients.
Product Range and Market Expansion
In response to questions about Samriddh Marg’s products and marketing, Ajit Singh told Sugandh India that the company currently has three products in the market. Its dhoop sticks are available in nine different fragrances. The company plans to launch six additional dhoop sticks, followed by another six. It is also introducing sambhrani cups, or havan cups, made from cow dung and mango wood, which will soon be available in the market. The company is also planning to introduce puja perfume.
Responding to another question, he explained that the company’s primary business currently comes through online channels. Its products are also supplied to major cities such as those in Madhya Pradesh, Varanasi, Delhi and Patna. He added that the brand receives demand from across India through online channels, and traders from several states are now contacting the company. Samriddh Marg is expected to become more widely available in retail stores soon.
Explaining the brand’s features, Ajit Singh said that each dhoop stick measures three and a half inches and burns for more than one hour. A premium canister pack of Samriddh Marg dhoop sticks, containing 40 sticks, is priced at ₹300.
Responding to a question about competition in the offline market, he said that the company may adjust the size of its sticks in the future to suit offline market requirements, but the quality will remain unchanged. He emphasised that the company would not compromise on quality. According to him, purity is the brand’s main USP. He described its fragrance and quality as exceptional and said that a slightly higher price was not a major concern for a unique product. Today’s consumers are willing to spend money to obtain the best possible quality.
He added, “I could also manufacture cheaper dhoop sticks, but my conscience would not allow me to do so.” For the founders, Samriddh Marg is more than just a business. They focus on purity because the product is connected with people’s religious rituals, faith and health. He further explained that Samriddh is his son’s name, and he would never want to damage the reputation of either his own name or his child’s.
Special Attention to Fragrance Quality
Responding to a question from Sugandh India, Vivek explained that the company also prioritised purity in its perfumes. They contacted manufacturers and traders in Kannauj, the city renowned for its traditional perfumery. After considerable research, they found a company willing to prepare their special perfume separately using the traditional deg process. Having their perfumes produced in-house gives them greater control over quality.
Producing Mango Wood Powder: A Major Challenge
When Sugandh India asked about the challenges involved in developing an unconventional product and launching a startup, Ajit Singh explained that setting up the production unit and sourcing high-quality ingredients were major challenges. Considerable effort was required to overcome them. The biggest difficulty was getting mango wood powder produced because of the risk of fire in the machinery during grinding. After extensive searching, they arranged suitable machinery. A lengthy trial process followed before the mango wood powder could finally be produced successfully.
Kamini Singh’s Social Media Reach Helps Build Brand Recognition
In response to Sugandh India’s question about marketing Samriddh Marg, Ajit Singh highlighted the important role played by his wife, Kamini Singh. who is also a co-founder of the brand. Moreover she is a social media influencer and the company’s brand ambassador. He explained that research, product quality, teamwork and public support are essential for building a brand. Kamini has made a significant contribution to reaching consumers. With her millions of social media followers, Samriddh Marg is now reaching households across the country.
He stated that thousands of families are purchasing the brand’s products through social media and that more than 50% of orders are repeat orders. According to him, the company has not received any complaints about its products. He described this as a significant achievement for a brand whose products have been in the market for only five to six months. He also mentioned that each Samriddh Marg pack comes with an attractive ceramic stand.
Finally, Ajit Singh explained that the company plans to introduce Samriddh Marg products for corporate gifting during the Diwali festival. He said that there is a substantial segment of consumers in the country who prioritise quality over price, and the company’s aim is to reach them. Regarding export opportunities, he stated that the company has received requests for product details from more than half a dozen countries, including Germany, the UK and Dubai. The company plans to begin working on exports soon.
