SANGLI: A KEY MARKET FOR INCENSE, EMERGING AS A CAMPHOR HUB
HEMANT PRAKASH SHAH DIPALI TRADERS
Sangli district in Maharashtra has become a keymarket for incense products. It is also emerging as ahub for camphor production. Hemant Prakash Shah,the owner of Dipali Traders, situated in Islampur,Sangli informed Sugandh India that his companyhas been involved in the marketing and distributionof incense sticks since 1992. Initially run by hisparents, the business saw his entry in 1996 after hecompleted his studies. Since 2001, he has beenmanaging operations independently. Shahhighlighted that Dipali Traders began its journeywith the Big Safari brand from the Thakral Groupbased in Nagpur, which pioneered pouch packagingin the industry.
Dipali Traders played a key role in their distribution. Overtime, the company expanded its operations to include leading brands such as Hem Corporation, Padmini, Maduraand Mehta from Ahmedabad, Ambika Perfume and Shankar Perfumery, and Janak from Rajkot. Today, Dipali Tradersworks with 8 to 10 major companies. While its distribution network is primarily in Sangli, its reach has expanded further. Companies fromAhmedabad and Sabarkantha have entrusted Dipali Traders with supply operations across five to six districts, including Satara and Kolhapur.
Despite the growing demand, Shah stated that he does not intend to expand the business significantly at this stage, as his son has pursued amedical career, making it difficult for him to manage operations alone.Informing Sugandh India, Mr Shah stated that Sangli district has emerged as a hub for camphor manufacturing, similar to how Nagpur established itself in the incense industry. Over the years, the region has developed a structured pattern of camphor production. Recognising this opportunity, Dipali Traders ventured into camphor manufacturing in2019 under the Giri brand. Shah noted that several businesses have been in camphor production in Sangli for decades. Vani Camphor has been operating for 50 years, Sagar Trading for 35 years, Salauddin for25 years, and Parvez for nearly 20 years. Kolhapur has also become a significant centre for camphor production. He highlighted that camphorpacks priced at ₹10, ₹20, ₹50, and ₹90 see strong sales, along with substantial demand in bulk trading. Even small-scale manufacturers inthe region are maintaining high-quality standards. Dipali Traders’ ownGiri brand has achieved sales of approximately six tonnes, reflecting the steady growth of the camphor market.
He said that Sangli has a well-established market for incense products. With a population of approximately 2.6 million— the incense industry in the region generates an annual turnover of ₹200 crore. He noted that Kolhapur, with a population of 3.2 million, Satara, with 2.6million, and Pune, with nearly 15 million, contribute significantly to the overall demand for incense products. Shah explained that while smaller₹10 incense packs were once popular, manufacturers have gradually reduced their size and weight. As a result, consumer preference has shifted towards larger packs. The best-selling options now include 50-and 100-stick packs priced between ₹50 and ₹60. Additionally, the demand for jumbo packs with a higher stick count continues to grow.
He added that ₹10 packs have almost disappeared from the market, as customers increasingly prefer products priced at ₹50 or more, reflecting changing buying trends and an evolving incense market.
According to Mr Shah, Big Safari is the best-selling incense brand in Sangli. Other popular brands include Ullas, Maratha Kewda, and several products from Ahmedabad. The region primarily favours dry incense products, with brands from Bengaluru, Ahmedabad, and Nagpur leading the market. The Jain community represents the largest customer base for dry incense sticks and related products. Shah highlighted that wet incense products have a stronger demand in Nagpur, whereas their market in Sangli remains relatively small.
Several companies operate in the dhoop segment. Sambrani cups hold a notable share of the market. The agarbatti market dominates the region.Around 90% of the population prefers buying agarbatti. Dhoop accounts for only 10% of sales due to the wide variety of fragrances, quality, and pricing available in agarbattis. He further explained that masala agarbatti, flora agarbatti, and scented agarbatti are available at price points ranging from ₹10 to several hundred rupees. The premium segment holds approximately 20% of the market, catering to customers willing to invest in high-quality products.
Discussing market trends,Shah emphasised that incense products priced at ₹50 remain the most sustainable and stay as top sellers. He noted that only three out of ten customers in Sangli specifically request a product by brand name, while most rely on shopkeepers’ recommendations. On average, customers spend ₹500–600 per month on incense products, with some premium buyers making purchases worth several thousand rupees.
